Linking industry giants
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 initiatives were next applied to other cities in the UK, first with Swansea but closely followed by Edinburgh later in 2019.
Existing bins were re-skinned to help solve the problem of contamination, making it as easy as possible to assess where waste should be deposited.
Other new bins also landed across the city in offices, shopping centres, universities, hospitals and transport hubs.
One of the most popular initiatives from the #LeedsByExample campaign was the bubble blowing, burping bin monster - and it has now arrived Swansea!
Proving to be a hit with the locals right from launch day, it is a fantastic way to get people to stop, think about their waste and promote the campaign through word-of-mouth.
Swansea #InTheLoop has brought the first on-street coffee cup recycling bins to Wales, with new infrastructure located both inside and out across the city in eye-catching orange, making 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.
A giant wave made of recycled plastics, cans and cups was created by South Wales eco-artist Wren Miller, to raise awareness of the importance of recycling.
Touring various locations in the city, the sculpture featured the amount of waste thrown away in the UK every 20 seconds - just imagine over 4,300 of these waves hitting our cities and towns every single day.
The campaign was hard to miss across the city with eye catching posters, window stickers, table talkers and banners featuring the various target materials as characters.
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.
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.