Recycle, Reuse, Reduce

The client

Islington Council

The brief

We were briefed by Islington Council to develop an integrated communications strategy that will build upon existing recycling best practice and embrace the council's Recycle, Reuse, Reduce ethos by concentrating on:

• Existing rubbish and recycling methods in both homes and businesses, including shops
• The reinforcement of recycling messages with both long-term and short-term residents, including students
• The existing Islington and national recycling initiatives and facilities
• The diverse social and ethnic mix of Islington residents
• The diverse nature of Islington homes, estates and tenures
• Research findings
• Preconceptions and perceptions
• Ingrained recycling apathy
• The existing website presence
• The need to encourage further recycling, reuse and in particular the reduction of all kinds of waste
• The desire of residents to live a sustainable lifestyle
• The need to measure both the physical amount of recycled waste and residents' attitudes towards Islington's environmental initiatives

The approach

We produced a strategy that built upon residents' existing desire to recycle. The strategy was also based upon reward rather than rebuke.

The strategy recognised the desire to segment and evaluate existing recycling practices. The resources of the council's Green Team were also taken into account when preparing this strategy and concentrated maximum effort on residents who are more likely to be persuaded to either recycle more efficiently or reduce waste through lifestyle changes.

It was recognised that it would be a mistake to over concentrate resources on a sector of Islington society who, no matter how much effort is expended, will not change their limited recycling practices.

The campaign took on a quirky, slightly retro look and feel to appeal to all audiences within the hugely diverse borough of Islington.

The outcome

The campaign was very well received and is being implemented throughout Islington. Deliverables included:

• Bus stop posters
• Lamp post banners
• Pop up screens
• Recycling vehicle facades
• Six page roll fold leaflets mailed to residents
• Recycle bin stickers
• Local newspaper wrap
• Free cotton shopping bag for residents who were currently recycling as a reward