«Waste monsters» for the environmental initiative «Target 99»

«Target 99» is a Belarusian initiative that unites people who care about nature and promotes the culture of separate waste collection and recycling.

Even today, many people do not realise how dangerous unsorted waste is. Plastic bottles, batteries, old appliances and other household waste, which we thoughtlessly throw into the general rubbish, turn into a real threat to nature, climate and human health.

We decided to give this threat a face — literally. In a new advertising campaign for Target 99, we created «waste monsters» – protagonists who clearly show what lurks in our waste.

We collected real rubbish from municipal solid waste bins and turned them into intimidating but memorable characters. These monsters have come to symbolise the dangers of improper waste disposal.

In creative banners and videos, we showed how monsters prevent proper waste sorting by spreading toxic myths like. We not only «highlighted» these myths, but also dispelled them by inviting the audience to learn more about the benefits of separate collection.

To make important information about environmental habits easier to digest and remember we created illustrated versions of the monsters and funny skits featuring them and placed them on leaflets, notepads and sticker packs.

At Target 99 events, we organised a photo zone where everyone could try on the ‘face’ of one of the monsters and take a colourful photo as a memento. This not only attracted attention, but also helped to convey the message in a playful way.

Target 99 continues to unite people who care about nature, and our monsters are a reminder that sorting rubbish is not just useful, it’s necessary.