Increasing Recycling Rates across Chorley
Green Marketing: Recycling Chorley!
Perfect Circle teamed-up with Chorley Borough Council on a social marketing strategy to change residents’ behaviours and increase recycling rates.
Careful planning, a strategic approach, and our genuine partnership with the Council allowed us to anticipate residents’ concerns. Communication messages were designed to reassure the audience that the enhanced recycling scheme was a really positive step.
We used the Bin Thinking brand we’d already designed for Chorley, and put it through specific creative routes to raise awareness. Top-line messages included ‘You’re gonna get the sack’, to introduce hessian sack collections; and ‘You’ve bin wheelie fantastic’, to thank local people for their efforts.
Running alongside the new recycling scheme, our creative campaign built real momentum. It offered high levels of Opportunities To See (OTS) across a range of media, including press, bus, street, direct mail and online. All delivered within the Council’s budget.
The results were exceptional. Recycling rates leapt from 27% to over 40%. And it wasn’t just a one-off effect. Local people continue to use the weekly recycling collections, and consumer satisfaction remains high.
If this floats your boat, let’s chat about your requirements. Call us on 01706 373 440 or .(JavaScript must be enabled to view this email address)us.
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