Building from a position of strength
The Welsh are among the world’s top performers when it comes to recycling: in fact, the country would rank third in a planetary league table. But this wasn’t enough for the Welsh Government and WRAP Cymru, who had ambitions to take the nation to the top spot. But there was a problem: many people in Wales felt they’d ‘already done their bit.’
Painting a modern vision of Welshness
Something powerful was be needed to drive the country on to greater heights. We devised a concept that tapped into behavioural science and, referencing Wales’ strong national identity, built widespread resonance by portraying people from all walks of life recycling typically under-recycled items. From there we launched Wales’ biggest ever recycling campaign on TV, radio, out-of-home, social media and through PR.
Reaching the whole nation
Adapting the channel mix to optimise digital impact during national lockdowns took the campaign to the nation at large. The campaign reached 99.2% of Welsh adults multiple times – in total, three bursts generated more than 80 million impressions.