Challenge

Recycle Now is the consumer brand of government funded waste reduction charity WRAP. The brand was coming across as technical and dry and the organisation was struggling to meet its consumer recycling goals. Off the back of a series of successful campaigns, we were enlisted to reinvigorate the brand to help position it as the leading authority on recycling and to inspire and engage consumers and organisations across the UK to help increase recycling rates.

Approach

Research showed that people don’t recycle because it’s fun or interesting, they recycle because everyone else does – it’s normal. Applying this thinking, the brand strategy was designed to position recycling as the normal thing to do. We built this messaging into every aspect of our work and brought it to life across a number of channels; a suite of OOH and digital assets that went live across the UK, as well as an easy-to-use toolkit that partners could roll out on their social channels.

Results

With a refreshed brand that is human, vibrant and real, our client is now armed with the tools they need to lead the way on critical recycling issues. In fact, we translated the brand strategy into a compelling brand film that acts as a 90-second business card for Recycle Now. Working with partners, Governments and citizens alike to help make recycling the norm in the UK.

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