The DBA champions effective design in the creation of business growth. The Association believes the most important way of communicating the value of design is by measuring its true effectiveness and the Awards use commercial data as a key judging criteria.
Our winning entry was in the Award’s Environmental category and rewarded our marketing communications work, supporting the introduction of South Oxfordshire District Council’s new waste collection and recycling service. Using marketing material, designed and delivered by Ferrier Pearce, the Council successfully introduced the new service to a fully engaged local community. This success was confirmed when Defra’s table of the Top Ten Household Recycling and Composting Rates for 2009-2010, ranked South Oxfordshire District Council second with a recycling rate of 61.41%, which was only a half a percent behind top-ranked Staffordshire Moorlands District Council.
The marketing campaign has now been repeated with the neighbouring Vale of White Horse District Council where the same waste and recycling service was introduced in October 2010. Here, in the first two weeks following the introduction of the new service 83% of waste collected was recycled or composted.
Speaking at the Awards presentation Nigel Ferrier said:
“We have always said that you have only communicated effectively if the target audience understands your message and then acts upon it. In the case of residents in both South Oxfordshire and Vale of White Horse this has certainly been the case and we are very pleased to have been presented with our Design Effectiveness Award.”