Don’t be Dick

Introducing ‘Dick’, the person we’re all guilty of occasionally being. The ‘Don’t be Dick’ campaign addressed the unthinking behavior of grabbing a takeaway coffee in a humorous, straight-talking way that jolted people into taking notice, suggesting instead that they ‘Choose to Re-use.’ Disposable coffee cups are not really ‘disposable’. They aren’t recycled here in Ireland and are a huge waste generator, with 200 million thrown away each year. Dublin City Council wanted to educate people on this little-known fact, start the conversation around the environmental impact and drive behavior change by encouraging everyone to switch to a re-usable cup. Film advertisement created by JWT, Ireland for Dublin City Council, within the category: Public Interest, NGO.