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NRAs 2019: Campaign of the Year – Up to £10k

WINNER: Basildon Borough Council

Basildon Borough Council’s waste electrical and electronic equipment (WEEE) reuse campaign resulted in a 97% increase in donations of small WEEE. An impressive 23.3 tonnes has been collected since its launch in January 2018, up from 11.85 tonnes in 2017.

The campaign, which encouraged residents to reuse their old small electricals rather than binning them, was funded through a successful application from the Valpak WEEE local project fund. A communications budget of £10,000 was allocated, and the low-cost programme reached 78,000 properties at less than 13p per household.

JUDGES’ COMMENT: “This has all the elements of a highly effective campaign – careful targeting and a well-crafted message tailored to the local area – and it delivered an exceptional result.”

The council’s multi-channelled approach to communications included a WEEE Weekender and a cheeky ‘talking toaster’ video, which had almost one million views and 5.5 million impressions.

Previously, the council collected large WEEE at two recycling centres, the material was sent for recycling and there were no facilities for small WEEE. After funding was secured, Lighthouse Furniture Project and Basildon council worked in partnership to open a WEEE reuse outlet and introduced small WEEE collection points at libraries.

The campaign targeted 183,400 residents to achieve small WEEE donations for the purpose of resale and reuse, with the targets of changing residents’ behaviour on reuse and increasing the amount of WEEE collected by 20%.

Its campaign was brought to life through the humorous Essex Talking Toaster video about a toaster’s journey from reject to reuse, narrowly avoiding being thrown into the rubbish bin. The council plans to work with electrical retailers to provide small WEEE reuse bins, and discussions are underway as to how to support Lighthouse with a reuse shop.


  • Highly commended: B&M Waste Services
  • Ansa Environmental Services
  • Belfast City Council
  • Bristol Waste Company
  • eSynergy Technologies and Seed Creativity
  • FareShare
  • Mid Ulster District Council
  • Orkney Islands Council
  • Oxford Direct Services
  • Regent’s Place in partnership with Veolia
  • Warwickshire County Council

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