Brimbank City Council: Be a Gem

Brimbank City Council’s ‘Be a Brimbank Gem’ program was developed in 2011 in response to Brimbank’s 2010 Waste Communications Strategy. In 2012, Brimbank received funding through the Metropolitan Local Government Waste and Resource Recovery Fund to deliver the program.

Project aims are as follows:

  • develop programs that are engaging and help residents improve recycling
  • identify and capitalise on communications opportunities to reach a wide cross-section of the Brimbank Community
  • achieve a measurable reduction in contamination within Brimbank recycling bins

Residents across the municipality were informed about the ‘Be a Brimbank Gem’ program through face-to-face engagement opportunities, recycling presentations at libraries, shopping centres and festivals, and through non-traditional communication methods such as flash mobbing, games and YouTube videos.

‘Brimbank Gems’ were identified as residents who take the time to ensure they are recycling correctly and have no contamination in their recycling bin. Bins are not necessarily overflowing, but display a range of recyclable items such as glass, cans, plastics and paper.

Bin inspections were performed at approximately 3,000 households. During the program, 203 households were recognised as ‘Brimbank Gems’, representing 8.3% of all bins inspected. The highest percentage of Brimbank Gems was found in Cairnlea with 13.56% of bins inspected receiving a reward. The suburb with the next highest percentage of Gems was Keilor, with 11.03%.

Rewards were issued by placing a ‘Brimbank Gem’ sticker on the front of the bin and placing a perforated card in the letterbox of the property. The householder was required to return the reply paid section of the card to claim their reward. Of the 203 households rewarded, 155 (76%) redeemed their reward.

The Brimbank Gems program is continuing to meet its objectives of delivering programs that are engaging, help residents improve recycling and achieve a measurable reduction in contamination within Brimbank recycling bins. Importantly, the changes are being sustained.


See the 'Be a Gem' project You Tube videos:
Are You a Brimbank Gem?
Be a Brimbank Gem - Pay it forward by recycling right!

Project resources:

  • Be a Gem: Recycle Right in everyday life program - Brimbank Case Study 302 KB

    This case study outlines the background, objectives, results and project highlights for the Brimbank City Council 'Be a Brimbank Gem' project. This Metro Fund Round 2 project aimed to develop and implement programs that are engaging and help residents to improve recycling and reduce bin contamination.

  • Be a Gem MF R2 Final Report - Brimbank Report 5.8 MB

    This final report outlines the outcomes, findings, project highlights and recommendations for the Brimbank City Council 'Be a Brimbank Gem' project. This Metro Fund Round 2 project aimed to develop and implement programs that are engaging and help residents to improve recycling and reduce bin contamination.

  • Be a Gem project Collateral - Brimbank Promotional item 1.1 MB

    This document highlights the various project collateral and promotional items developed by Brimbank City Council for the 'Be a Brimbank Gem' project. This Metro Fund Round 2 project aimed to develop and implement programs that are engaging and help residents to improve recycling and reduce bin contamination.

  • Be a Gem project photos - Brimbank Promotional item 1.9 MB

    This document highlights the various applications of project collateral and promotional items developed by Brimbank City Council for the 'Be a Brimbank Gem' project. This Metro Fund Round 2 project aimed to develop and implement programs that are engaging and help residents to improve recycling and reduce bin contamination.

Last updated: 07/11/2016