THE CLIENT: Funding from WRAP’s Local Behavioural Change Fund had been secured by the strategic waste partnership – Resource Cumbria – to undertake communications campaigns under the banner “Recycle for Cumbria”. The partnership comprises the county and its six districts, all of whom are dedicated to improving waste and recycling services, as well as encouraging changes in attitudes to waste management, encouraging regular recycling behaviour, and waste minimisation practices. THE BRIEF: To echo the partnership’s innovative approach and develop a targeted campaign to reach three sets of Acorn categories prevalent in the county (nearly 80% of population), regardless of district boundaries. The campaign would be an integral element in developing a partnership approach to recycling communications throughout Cumbria, so that the recycling rate can be increased from 30% to 50% within 3 years. The communications objectives are to encourage behavioural change, reinforce that recycling is a good thing and easy to do, and inform families on what, where and how to recycle.

What were the issues? Novel creative approach needed for long running topic. Main focus to be on secure and flourishing family category. Target audience already inclined to recycle but could do more. Campaign to run concurrently across all of region regardless of district boundaries. Tone of campaign to be positive and encouraging, helpful not dictatorial. Needed to secure consistency of materials across all districts, whilst encouraging client ownership by developing a library of supporting resources. Our Challenges WRAP material iconography to be integrated into campaign and WRAP branding guidelines to be followed. All artwork to have full approval by WRAP before release. Campaign needed strong creative impact to achieve buy-in from a disparate set of independent views on the subject and existing independent campaign collateral. Key Campaign targets: w achieve and maintain an 85% participation rate in kerbside collection within 3 years. w Increase quantity and quality of materials at Household Waste Recycling centres. w Increase percentage of committed recyclers in audience.

CREATE… …quirky xmas campaign

CREATE… …in line with WRAP guidelines

CREATE… …according to WRAP guidelines

CREATE… …a library of resources

DELIVER… …news news

DELIVER… …stock templates to encourage client creativity

DELIVER… …an integrated country-wide launch

DELIVER… …the recycling rangers

DELIVER… …recycling roadshows

DELIVER… …community events

The figures speak for themselves …an increase of more than 15% in three years