Challenge

Amidst all of the chaos of 2020, there were some silver linings, including an increased sense of community and appreciation for critical workers. Meanwhile, lockdown shifted our shopping habits and lives with real implications for recycling. Our client, Recycle Now, had a lot to play for in its annual campaign Recycle Week. The changes created new opportunities to reach people, but there was a risk all the disruption could harm longer-term recycling behaviours.

Approach

There was an opportunity to turn newfound respect for collection workers into increased recycling, but we had to acknowledge the hard work people were doing by just surviving 2020. We settled on a theme of togetherness and gratitude, thanking the nation for carrying on recycling, in spite of all the challenges faced with behavioural nudges integrated throughout. The campaign ran across social media, film, influencer and podcast partnerships.

Results

We were successful in launching the best Recycle Week yet.

– 26m impressions on digital (+20% vs. last year) and 185 opportunities to hear/see/read on PR (+212% vs. last year)

– 1.4 million YouTube video views (5x forecast)

– The #RecycleWeek hashtag was used 18k times and became a trending topic on Twitter

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