North London Waste Authority

Client

NLWA

Sector

Government

Service

Behaviour change

Campaign

OOH

Recycling contamination (putting something that can’t be recycled in the recycling bin) is a massive problem. It can cause entire truck loads to end up in landfill. Nightmare.

We collaborated with North London Waste Authority and Behaviour Change to tackle it. Research suggested lots of contamination happens because people are trying to do the right thing and recycle more. So, rather than pointing fingers or criticising people, we thanked them for trying.

Strategy

Many contaminators are actively trying, but just don’t have the correct information. We needed to inform people about what they can and can’t recycle. But we had to do it in a memorable, surprising way or it would just get ignored.

Creative

We created a cast of contaminating characters, centred around commonly recycled ‘wrong’ items like clothes and electricals. Kitsch and quirky, the campaign is a totally new take on recycling communications.

Creative

The fact that though the internet can be scary for parents and children, ultimately it’s an incredible, life-enhancing force led to a simple insight that drove the brand. ’The internet’s amazing, but it’s a jungle out there’.

What the client’s saying

“I've yet to work with a team that has such an innate understanding of the subtleties that make environmental causes both down-to-earth, and inspiring.”

Casper Horton, Communications Lead