The NSW Environment Protection Authority’s (EPA) Don’t Be a Tosser! campaign has received international acclaim, winning Excellence in the Marketing, Advertising and Brand Communication category in the International Association of Business Communicators (IABC) Gold Quill Awards.
The Gold Quills are globally recognised as the pinnacle achievement for professional communicators, with hundreds of entries submitted each year from across the industry. This is its fifty-fifth year of celebrating excellence in strategic work that delivers impactful outcomes for organisations and communities.

The Don’t Be a Tosser! campaign was recognised for its creative and data-led approach to reducing littering in New South Wales. 

By targeting key littered items found in our environment and intercepting key moments in the purchase, consumption and disposal journey, the campaign continues to successfully drive down litter in NSW - contributing to a 49 percent reduction in overall litter across the state since 2018-19.

It plays a critical role in achieving the NSW Government’s targets to reduce all litter by 60 percent by 2030 and plastic litter by 30 percent by 2025.
NSW EPA Director Major Programs, Kathy Giunta said winning a Gold Quill is no small feat, acknowledging the global recognition that our communications are not only creative, but deliver real impact for the people and environment of NSW. 

“This award showcases the creativity, strategy and impact behind 'Don’t Be a Tosser!' It shows that smart, evidence-based communication can positively shift long-standing behaviours to help protect our environment.

“Litter might seem like a small issue, but its impacts are anything but. Litter costs NSW over $500 million per year to manage, and research shows NSW households overwhelmingly support the NSW Government investing in driving down litter. This campaign proves that when you combine behavioural insights with bold messaging, you can shift social norms and make a tangible difference.”

This international recognition underscores the campaign’s measurable impact and highlights the EPA’s commitment to a cleaner, safer environment for the people of NSW. For more information on the campaign visit the Don't be a Tosser website.