As only the second borough council in Greater Manchester to introduce three weekly bin collections, Rochdale Borough Council needed a behavioural change campaign to highlight the new service and encourage householders to recycle more. The council had a low kerbside recycling rate of 37% in the financial year 2014/15, which is below the national average of 44%.
The campaign imagery was simple which highlighted that fact that the more the borough recycled the more money the council would receive. The creative campaign used a mixture of off line and digital media. The campaign has been a huge success with kerbside recycling increasing month on month. In June 2016 the council recycled 58.4% of its waste compared to 42.6% in June 2015.
The campaign imagery communicated a simple message that basically the more the borough recycled the more money the council would receive. The creative campaign used a mixture of off line and digital media. The campaign has been a huge success with kerbside recycling increasing month on month. In June 2016 the council recycled 58.4% of its waste compared to 42.6% in June 2015.
All work was created whilst employed by Cube Creative.