Ogilvy Change – the behavioural interventions specialists at Ogilvy UK - launch a new campaign, ‘One Bin is Rubbish’ to help encourage Londoners to recycle in their homes and change behaviours and perceptions around the ease of recycling their domestic waste. The campaign is primarily targeted at 18-34 year olds.
Despite recycling increasingly becoming a part of daily life, overall progress has stagnated. The Mayor has set out an ambition for London to achieve 65% recycling by 2030 – and although household recycling is only one contributory factor in the city’s overall recycling picture, the current household recycling rate is only 32% and therefore isn’t making the contribution it could. Based on research that Recycle for London commissioned recently, over a third of Londoners say they would recycle more if they had more than one bin at home.
What the campaign intends to do is encourage people to put in place the best recycling set-up for their own home, something that suits their lifestyle and living space. There are plenty of simple, low cost solutions or ‘bin-hacks’ that can be equally as effective and involve re-using everyday items such as bags for life, cardboard boxes or paper bags. The ‘One Bin is Rubbish’ campaign is encouraging people to share their favourite bin-hacks so that every household can find the recycling storage solution that is right for them.
The appointed Ogilvy Change team first won this brief from Resource London, a partnership between WRAP and the London Waste and Recycling Board. Ogilvy will support a three-year London campaign to encourage more 18-34 year olds to recycle. The work will run in November across OOH, print and digital, including being featured in Time Out and across London’s iconic red buses. Mark Lainas, Managing Director of Ogilvy Change commented, “We are incredibly proud of this behaviour change campaign, its lateral strategic direction and creative concept.”
Ogilvy Change was appointed to WRAP’s behaviour change marketing and communications framework in March this year, tasked with creating behaviour-led campaign solutions across the charity, its joint ventures and local authorities. So far, Ogilvy Change has won three of the five briefs put up for pitch.
WRAP works between governments, businesses, communities and innovative thinking to develop unprecedented initiatives to help the UK use resources more sustainably. The not-for-profit aims to reinvent how we design products, consume them and the possibilities of recycling.
In addition to the latest brief, Ogilvy Change is already developing a campaign in the next six months to ignite and facilitate a national behaviour-change programme to motivate households across the UK to reframe their attitudes toward food waste, as well as a specific behavioural interventions strategy around food waste as well.