Recycle Now Campaign Updates
♦ Initial Recycle Week Results
Recycle Week 2022 was a huge success and I’d like to express my gratitude to everyone that supported this year’s campaign. It was great to see so much activity happening across the country, a big thank you from the Recycle Now team and everyone at WRAP.
This year’s campaign focused on driving impact, real action and behaviour change. We optimised this year’s Recycle Week to drive people to the Recycling Locator. For the first time, we focussed most of the media spend on driving engagement rather than optimising for reach.
This new strategy is driven by a shift in focus from awareness to conversions and behaviour change – giving citizens a clear path to improve their recycling practices for the common good.
The campaign was brought to life through integrated marketing activity across England, Northern Ireland and Wales. This included:
- A giant QR code installation
- National and regional PR activity
- National and regional radio ads
- Social media campaign
- A ‘Hero’ film
- Influencer campaign
- A celebrity ambassador
- Famous buildings and landmarks being lit up green
- Out Of Home (OOH) activity
- Recycle Week campaign page
- Partner and sponsor activity
Our approach was met with extraordinary success:
- +88% more Recycling Locator searches compared to the week prior to the campaign
- 14% of UK adults recall seeing or hearing about Recycle Week – this equates to 7.1 million citizens
- Of those 7.1 million citizens, 47% said they did something differently as a result. This equates to 3.7 million citizens
Please keep an eye out over the next couple of weeks on the Recycle Now’s Twitter, Facebook and Instagram channels for our Recycle Week wrap up showreel.
♦ Christmas Assets for Partners
We have launched a set of new Christmas assets for partners to download and use across your social channels leading up to and during the Christmas period. There are 8 animated and 8 static images available for you to use free of charge.
The animations are in two formats allowing them to be used for both Instagram and Facebook, with the static images available in both landscape and portrait formats.
♦ Recycle Now Resources – Our Gift to You
It’s been a busy year here at Recycle Now and we just wanted to remind you of all the fantastic resource that we have created for you. We have the new Recycle Now ‘Let's get it right’ campaign toolkit. This toolkit has been created as part of Recycle Now’s mission to help people recycle more of the right things, more often.
It contains a new campaign based on behavioural insights, social norms, a new story of unified purpose, and specific tools to encourage more accurate recycling behaviours. The toolkit includes everything you need to start incorporating our messaging approach into your existing communications, along with the assets and guidelines needed to create new campaigns to address contamination.
This year we have also created a range of customisable food waste and dry recycling communication templates. From leaflets to social media carousels, using normative and unity messaging, these are all available for when you are introducing or promoting new waste and recycling services.
Our friends over at Love Food Hate Waste have also developed a new toolkit for you. This includes a range of social media assets and myth-busting posts for you to use on your channels. They are also working hard on next year’s Food Waste Action Week which runs from 6 – 12 March 2023. Look out for all the new campaign assets which will be available for you early January. They will be running a webinar on 19 Jan to take you through this.
As we move into 2023, please remember to make the most of all these great resources.
Merry Christmas.
