Description

Brief

WCRS was appointed by the Mayor of London to encourage Londoners to recycle more of their rubbish. Londoners are currently recycling just over 20 per cent of their rubbish when over 60 per cent of what they put in their bins can be recycled.

The campaign needed to promote the recycling services of the boroughs and aims to improve London’s recycling performance.

Solution

The new advertising for the campaign depicts an annoying bin bag that is looking to be fed with all types of household rubbish. The adverts encourage Londoners to ‘starve their bins’ and instead feed their recycling box or bag. The campaign aims to build awareness and promote behavioural change and Londoners will hear the adverts on the radio, see them online and on the transport system – on tube and train carriage panels and on buses.

This is an important campaign which talks to London about recycling in a fresh and accessible way, at a time when there is a lot of noise about environmental issues.