Client

Recycle London

Sector

Government

Service

Behaviour change
Campaign
Photography

London Recycles is a campaign to promote recycling in London. 18-34s in London say they care about the environment but are some of the worst recyclers in the UK.

Research suggested that young Londoners simply don't identify as recyclers. So we took a new approach to recycling campaigns, using ‘self-consistency theory’ to call out the inconsistencies between what people claim, and what they actually do.

Strategy

This audience likes to think of themselves as pro-environment. But recycling is one of the simplest ways to support the planet. This campaign is designed to create "cognitive dissonance" – discomfort that’s only resolved by closing the gap between your words and your actions. 

Creative

Relevance was critical – visually and verbally. We used models the audience could relate to, chosen based on representative demographic data. And copy drew on cultural events, interests and lifestyles.

Tags
Launch Campaign
Burgers
@WhatWillyCook

The main ’takeaway’ from this campaign is Sauce (sorry)

Taster x Saucy Buns
Tags
Launch Campaign
Burgers
@WhatWillyCook

A campaign to empower young women with wit, not woe

The Empowerium