National Resident Recycling Campaign
This started as a local campaign for Lichfield and Tamworth Joint Waste Service. When we started talking to potential sponsors, schools and other councils, it quickly grew. We are now working with key partners across the waste industry to take this to a national audience and to give councils across the UK access to the shared collateral.
Through a low cost licence agreement we will give you access to all the marketing collateral for a ready made campaign. We can refine it for your waste system. It is a low cost, high-impact campaign to improve recycling rates across your region. You can be part of a national campaign with high profile partners working together.
Why do we need a campaign? Our shared challenges continue Stagnation and decline in recycling rates nationally - reflected in our own boroughs Contribution to the circular economy Delivering a positive social impact Waste minimisation Reduced operating costs Increased operating revenues as produce is diverted away from incineration to reprocessing plants Reduced environmental impact
This is a Together We're Better community campaign Lichfield District Council 2024
TogetherWe Make a Huge Impact. This is a
Lichfield District Council 2024
Together We're Better community campaign
Campaign Premise We use the power of both peer pressure and childrens’ influence at home to drive behaviour change. The ultimate objective is to educate without “telling”. It is deliberately bright, recognisable and fun!
#Recyleforgood #Togetherwearebetter This is a Together We're Better community campaign Lichfield District Council 2024
We talked to real people. We asked them why they recycle. We used their words for our campaign. This is not a council “telling“ These are real people with real reasons that they recycle and they want to share. Their words are powerful.
Sian says I recycle because it helps to save the world
Sian K - a proud recycler from Lichfield
TogetherWe #recycleforgood
This is a Lichfield District Council 2024
Together We're Better community campaign
Brodie says Recycling is important because plastic waste can hurt animals Brodie K - a passionate recycler from Lichfield
TogetherWe #recycleforgood This is a Lichfield District Council 2024
Together We're Better community campaign
Ken and Jane say We recycle everything we can to help our environment and to keep costs down for all of us TogetherWe #recycleforgood This is a Lichfield District Council 2024
Together We're Better community campaign
"I recycle everthing I can to support our local environment" Miru, Tamworth. #recyleforgood
Lichfield District Council 2024
3 small actions we can all make a create a huge difference. 1. Bring less plastic home. 2. Re-use or repurpose items. 3. Recycle efficiently.
#Togetherwerecyclefor good This is a Together We're Better community campaign Lichfield District Council 2024
The Full Recycling Team #Togetherwemakeadifference
Council Planning &Compliance
You
Our Waste Partners
Customer Services
Lichfield District Council 2024
Waste Operatives and Vehicle Maintenance
Just a 5% improvement in the quality of our recycling means more money that could be spent on other vital council services. #Togetherwe recycle for good
Lichfield District Council 2024
The One Bag Challenge: One black bin bag of rubbish per person, per week.
#Togetherwemakeadifference
Lichfield District Council 2024
"We aim for just one bag a week in the black bin"
June, Fazeley
#Togetherwemakeadifference
Lichfield District Council 2024
Click to play
Lichfield District Council 2024
Current Position: 28
We have developed a game for kids that they love - and it has proven to change recycling behaviours at home!
We are currently working with an education specialist to create school packs with high energy and impact.
Initially these will be digital but some of our partners want to fund physical versions of these.
Key Partners To Date
and we continue to look for more
Engaged so far... Schools - 75 interested so far in taking the schools pack and having visits Local recycling community groups - 14 are in support and will disseminate the message 17 councils wanting to take part to date - through conversation not promotion Residents - 143 willing to be ambassadors and we have their responses and images Ambassadors and Celebrities - ongoing - Chris Packham and the Wombles! 10 potential key partners but more are interested.
But we want to go bigger and the campaign is growing.
The more engagement and sharing of the messages that we achieve, the more residents we can reach.
Timeline Feb
Launch
Apr
Mar
May
Jun
Jul
Aug
Sep
Oct
Nov
Dec
School Event
School Event
Recruitment
Partners & Advertisers
Tailored Campaign Build
Online Interviews
Collaboration and Cross-Fertilisation
Introduction, Engagement and Sign up Council Recruitment
Access to Collateral and Collaboration Collateral refined for each council Soft Recruitment
Schools
Expert School Pack Write
School Resources Development Sign Schools Up - Digital School Pack
Launch Event
Events
Website
Collateral
Press. Media Ambassadors
Process Animation
School Event
Video Editing
Digital Collateral Vault
Recycling Officers Summer Events
Recycling and Recycled Fashion Event
Printed Collateral (funding dependent) Podcast
youTube
Podcast
Recruitment Research
New Partners Stories
Sign Up Ambassadors
Coming Soon
School Event
Paid Social Launch Comms
Ongoing Story Release
Planned Engagement - Lichfield and Tamworth Schools visits and engagement inc “recycling training“ - change at home often starts with children Local recycling community groups - our advisors and ambassadors Local businesses - sharing the challenge for everyone - how can you get involved? Earned press campaign - citing the problem we face and the reasons for change Small paid social campaign - targeted audiences Local celebrity - to endorse and support National celebrity - to endorse and support (the Wombles?) Adverts - in City Life, Advertiser, Herald and others Waste bin - advertising Digital newsletters - to residents - Lichfield only 30k Digital newsletters - to businesses - Lichfield only - 4k Black bin bag challenges across the boroughs - give aways compostible black bags Podcasts - across the next 12 months - inviting ideas from residents YouTube - Resident own videos
Target Audiences Schools and Academies - Headteachers Families with children under 14 People who are passionate recyclers - Advocates People who recycle from time to time - Infrequents People who would like to recycle but don’t - Don’ts People who never recycle and have not intention - Nevers Audience Segmentation and Profiles Country loving traditionalists Fun in the sun Aspirational family fun Home and heritage Frontline families
What do we want to do: Create interlinked campaigns across our partner networks Wrap as many waste vehicles as we can Reach more councils Reach more lobbying and support groups Expand the recycling game for each council system Engage with national and regional tv - get the public behind the campaign Engage with national, regional and local radio Paid digital advertising to reach as many households as we can in our council areas and beyond Create videos across YouTube to explain the WHY. Create animated videos to explain recycling better Create out of home digital assets and printed posters Create a shared digital newsletter - issued quarterly Share recycling performance across regions - set up challenges Set up recycling events - recycling fashion show in Lichfield to start and then beyond Share the black bin challenge - share black bin bags (compostible) at events Exhibit at events Develop a shared, national website Create competitions Engage hard to reach groups and organisations Make the campaign accessible
Benefits of widening the campaign It means we reach thousands, if not millions, more residents It means educating more children It means better recycling at home and in businesses This means greater volumes of recycling and more business for you all It means greater awareness of the work we all do - and of your organisations Raising your profile in areas you are not currently active It means we are working together to create awareness of the issue You support your community, sustainability and promotional agendas
What else could we do?
How can we optimise working together?
Resident Recycling Campaign
Commercials
Commercials We cannot expand the campaign without funds and support Lichfield District Council will continue to drive and support with internal marketing resource and will be providing £20k towards the project FY24/5 We are looking for our partners to support us however they can and we have commitment from key partners to fund the campaign. We are engaging with more each week. The more we raise the wider the campaign can be But we want it to be a positive, low-risk, high-impact campaign for you too
Opportunities to be involved Licence fee per council between £1000 - £2500 per year If substantial work is required to evolve the campaign for your council, then by discussion.
How will we know it is has been successful? Recycling well is “the norm” for everyone and research demonstrates that residents understand how to recycle correctly Improvement in volume and quality of recycling Decrease in waste put into the residual bin Positive sentiment and engagement levels