Every year in the UK we get through 13 billion plastic bottles, 9 billion drinks cans and a staggering 2.5 billion coffee cups. When you factor in that over half of people dispose of their waste on-the-go, it all adds up to one big problem. A significant proportion of cities don't have on-the-go recycling facilities and even those that do often suffer from high contamination rates that make actually recycling the collected material problematic.
#LeedsByExample made a big splash in the city of Leeds, proving that with improved communications and better infrastructure it was possible to double the number of people recycling whilst reducing contamination. The successful initiative has been applied to other cities in the UK, first with Swansea and then followed by Edinburgh in October 2019.
A vast network of collaborators was created with a total of 95 local organisations engaged with and all the key players in the city centre working in partnership to support the campaign, including the Mall, Edinburgh University, Edinburgh Castle and major retail and hotel chains.
34 pieces of media coverage resulted in 5 million opportunities to see/hear about Our Edinburgh #InTheLoop. An incredible 67 businesses and 83 offices were engaged, over 1,400 in-store communication assets were distributed and large billboards across the city promoted the campaign.
The first on-the-go recycling facilities in Edinburgh achieved a rate of 50% recyclable materials in the new bins. This is in line with similar projects. Importantly a significant increase in recyclable materials captured has been recorded, month-on-month.
Over 35 existing bins have been re-skinned to help solve the problem of contamination, making it as easy as possible to assess where waste should be deposited.
A whole multitude of other new bins also landed across the city, on the street and in shopping centres, meaning there really is no excuse for not recycling correctly!
After proving a big hit in Leeds and Swansea, Edinburgh was also home to the incredible bubble blowing, burping recycling bin monster!
Always managing to raise a smile, it is a fantastic way to get people to stop, think about their waste and promote the campaign through word-of-mouth and social media posts.
New dedicated coffee cup recycling bins located both inside and out across the city in eye-catching orange make recycling points hard to miss.
The new bins compliment an initiative where consumers can take their used coffee cups back to any participating cafe or food outlet, no matter where they originally bought their drink from.
Social media was a key part of the plan to reach consumers and a wide variety of eye catching digital assets were created to accompany promotional posts shared by the partners and supporters of the campaign, using the #InTheLoop tag of course!
Two Scotland-based artists Sam Cornwell and Cody Lukas created an innovative geometric installation, which displays plastic bottles, drinks cans and coffee cups to demonstrate the value of these materials.
It used solar panels to glow up at night to captivate members of the public and further raise awareness of the issue.
Eye catching posters, window stickers, table talkers and banners made the campaign hard to miss across the city, featuring a range of messaging and the all important hashtag.
Hubbub is an environmental charity that uses the latest thinking backed by academic research to explore new ways to run behaviour change campaigns. The charity explores innovative and fun ways to interest mainstream consumers in important sustainability issues, through different ‘hubs’ of activity - Food, Fashion, Homes, and Neighbourhoods.
Hubbub’s previous campaigns have included #SquareMileChallenge, the UK’s first large scale solution to coffee cup recycling, #GiftABundle to get pre-loved baby clothes back into circulation and #PumpkinRescue to encourage more people to eat the carvings from their Halloween Pumpkins.
Their exclusive collaboration with Ecosurety will see two consumer-facing campaigns a year, funded by producer responsibility compliance evidence money, created and executed by Hubbub. The partnership between Ecosurety and Hubbub will also see regular canvassing of opinion from obligated producers and recyclers about which issues or campaigns should be prioritised across producer responsibility compliance.