The introduction of kerbside recycling services marked a significant communications challenge for local authorities at a time when budgets were tight. One key challenge was to ensure that the change did not negatively impact those materials, like glass, which already had a well-understood and successful collection process for recycled materials.
We worked with O-I Recycling to support local community efforts and bring new material into the recycling chain.
What we did for them
We created a series of consumer education campaigns to promote glass recycling and achieve the goals of O-I Recycling and its partners, such as local authorities from whom they purchased recycled glass, waste management contractors and national government bodies.
O-I Recycling’s campaign in Stirling revolved around the home and involved the production of informative leaflets, which were delivered to every home in the district, radio and bus-side advertising to increase recycling brand awareness and the funding of a community recycling officer to visit residents and answer their questions about the new doorstep scheme.
Results
- O-I’s educational campaign helped Stirling Council increase colour separated glass recycling by over 30%