The Greater Manchester Combined Authority is working to achieve ambitious waste recycling targets across household recycling, waste recycling centres and diversion from landfill. The authority is developing targeted advertising campaigns focusing on educating and changing behaviours of its lowest performing target audiences.
For this particular campaign we were targeting Manchester sports fans, aged between 18-44. The aim of this campaign was to change their attitude and behaviours to recycling by highlighting a thought provoking sports/recycling fact, giving them the motivation to recycle. Using images of fans celebrating embraced this message, giving them a reason to recycle more.
For this particular campaign we were targeting sports fans, aged between 18-44 who lived in the Manchester area. The aim of this campaign was to change their attitude and behaviours to recycling habits by highlighting the fans enthusiasm for their team and motivation for recycling. Using images of fans celebrating really emphasised this, through their different facial expressions and body postures.
"Richard proposed a range of strong, well-considered concepts and fulfilled the brief perfectly. He demonstrated a clear understanding of our objectives, delivering creative solutions that effectively supported behavioural change and aligned with our goals."
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