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NRAs 2017: Communications – Public/Third Sector

WINNER: City of Wakefield Council

City of Wakefield Council in partnership with its contractor Renewi has taken an innovative approach to public engagement through its education service and communications initiatives.

The service uses targeted campaigns to influence short and longer term public behaviour. Through the use of social media, banners, leaflets, vehicle adverts, as well as the delivery of workshops, bespoke educational sessions and community competitions, the initiative has helped contribute towards a 10% increase in kerbside-collected recycling, reduced contamination by 7% and lifted reuse volumes by more than 34%.

Its ‘Let’s Sort It Out’ communications campaign aims to maximise kerbside recycling and reduce contamination by utilising clear and consistent messages. It is supported by ‘Pass It On’, which promotes the use of reuse channels and works with a local charity to facilitate the project, promoted through various communication channels.

city of wakefield council

city of wakefield council

This is further enhanced by educational events at a new and jointly designed education centre, along with an accompanying outreach programme.

JUDGES’ COMMENT: “This was excellent: well planned, thought through and delivered. The education centre and its work with schools is amazing, while the communications material is simple and to the point.”

The centre exceeds the expectations of those who visit as well as the council’s own objectives. A number of trial events led to the development of nine standard workshops linked to primary key stage 1 and 2 education.

Learning themes can be tailored to the needs of each school or group, while community group workshops are delivered on a bespoke basis. The service has also linked with third party providers Keep Britain Tidy and Enact Solutions to deliver theme-specific events in schools.

The centre features interactive and audio-visual displays. An outside sensory interactive learning wall, outdoor classroom and inspirational classroom mural ensure that each individual takes learning away with them regardless of their learning style.

It is facilitated by a dedicated and enthusiastic education officer who works jointly with the council’s team. A calendar of roadshows and events also highlights the impact of waste and resource management on the local environment.


  • Bolton Council
  • Bristol Waste Company
  • Central Manchester University Hospitals NHS Foundation Trust
  • Hubbub
  • OPRL
  • Perth & Kinross Council and Children’s Hospice Association Scotland
  • Peterborough City Council
  • Surrey Waste Partnership
  • Warwickshire County Council
  • WasteAid UK

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