Call Before You Clear Campaign
The NSW Department of Climate Change, Energy, Environment and Water (DCCEEW)
The brief
The NSW Department of Climate Change, Energy, Environment and Water (DCCEEW) wanted to raise awareness about native vegetation rules and their Compliance and Regulation team. Many landowners, contractors, and councils weren’t clear on the rules, or even who the department was. With over 400 breaches a year and widespread confusion, they needed a way to educate, build trust, and start conversations.
The goal
To create a strong, approachable presence that clearly communicates DCCEEW’s role, encourages compliance, and sparks meaningful engagement with landowners, contractors, and councils across the region.
Our response
A practical, memorable campaign that brings rules to life:
Developed the “Call Before You Clear” Message – A simple, engaging tagline designed to educate and encourage compliance.
A Standout Campaign Identity – A visually impactful and memorable identity rolled out across all activation elements.
Marquee, Flags, Table Cloth & Magnets – Brought the message to life and drew attention in a busy show environment.
On-Brand & Approachable – Every element reflected DCCEEW’s values while feeling engaging and accessible.
Designed for Engagement – Messaging and visuals were tailored to spark valuable face-to-face discussions.
The fruits
The Primex activation delivered tangible results. Survey participation increased despite lower overall attendance, showing the refreshed creative captured attention and drew people in. Passersby were intrigued by the “Call Before You Clear” message, with more people stopping, noticing, and engaging than in previous years. Most importantly, the campaign laid a foundation for DCCEEW to build on, strengthening connections with landowners and contractors across the region for years to come.
