Cessnock Council was facing a growing issue with illegal dumping across its bushland, damaging the environment and placing increasing pressure on council resources. To shift community attitudes and encourage reporting, we developed Big Into Bush—a cheeky, locally resonant behaviour-change campaign designed to spark pride and protection for Cessnock’s natural landscape. Leaning into playful double entendres and nostalgic 70s-inspired creative, the campaign used bold visuals and irreverent messaging to grab attention and start conversations about caring for the region’s “big, beautiful bush.” Supported by educational content, social campaigns, and community-led initiatives, the work aimed to empower locals, discourage dumping, and build a stronger sense of ownership over Cessnock’s bushland.