Kevin the Crab Facebook page
Kevin the Crab Twitter page
Kevin the Crab
Kevin the Crab on skateboard

So how do you reach teenagers in WA to convince them not to litter? Bring on the crab!

Keep Australia Beautiful WA

Kevin the Crab


  • Advertising
  • Branding
  • Creative / Design
  • Digital / Social
  • Events / PR
  • Media Planning
  • Photography
  • Print
  • Promotions
  • Research
  • Strategy
  • TV / Video
Every year, Keep Australia Beautiful and Adcorp have run a Trash My Ad campaign which encouraged teenagers to create their own ad to promote anti-littering. In 2011’s campaign, a young animator named Robbie Reid developed the winning ad that introduced Kevin the Crab, to the world.

For 2012’s campaign, Adcorp has developed the character of Kevin further, introducing his tone of voice through Facebook, Twitter and YouTube.

With Facebook advertising to promote the content and social media community management to engage and nurture the platforms, the Kevin Campaign has captured the imaginations of the target audience and turned some heads doing it.