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NRAs 2019: Campaign of the Year – Above £10k

WINNER: London Waste & Recycling Board

The team at London Waste & Recycling Board was behind the three-year ‘One Bin is Rubbish’ campaign, aimed at increasing recycling among young people in London, and #LoveNotLandfill, which focused on how people can buy, care for and dispose of their clothes.

‘One Bin is Rubbish’ is succeeding in making recycling a social norm among Londoners aged 18-34. It uses simple messaging with sophisticated digital marketing to reach people with information and adverts that resonate.

JUDGES’ COMMENT: “This team used science-based behavioural change theory and audience segmentation superbly, which resulted in incredibly good targeting of hard-toreach audiences.”

It initially focused on in-home recycling behaviour and the need to get a second bin or equivalent to store recycling. This was followed by simple, item-by-item advice on social media on what can and cannot be recycled. By asking Londoners to ‘sort it out’, the campaign makes it unacceptable to have only one bin at home and offers ‘bin hacks’ to those without the space to have a second bin.

A pioneering segmentation model from WRAP was used to identify specific hard-to-reach audiences who make up a significant proportion of London’s non-recycling population. This mapping has been translated into targeted information on social media to get recycling messages to young people in those boroughs.

Halfway through the 2018-19 campaign, it had reached nearly five million people and delivered more than 10 million impressions across Facebook and Instagram.

#LoveNotLandfill has resulted in over 100 million exposure opportunities via traditional and social media. The campaign involved a swap and style event, clothes banks and a pop-up shop, which captured the attention of celebrities and brands and collected more than a tonne of clothes.

Targeted at 16 to 24-year-olds, the campaign aimed to normalise behaviour such as repairing and swapping clothes; buying second-hand; and reducing consumption of fast fashion.

FINALISTS

  • Highly commended: Hubbub and Barley Communications (Community Fridge Network)
  • Highly commended: St James Church of England Primary Academy
  • Hubbub Enterprise and Barley Communications (plastic fishing)
  • re3
  • Suez Recycling & Recovery UK
  • Warwickshire County Council
  • West London Waste Authority

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