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Increasing Recycling Rates across Chorley

Green Marketing: Recycling Chorley!

Perfect Circle worked with Chorley Borough Council to develop a social marketing strategy that would change the behaviours of its residents and increase their recycling rates within the Borough.

The communication message were designed and created to reassure the audience that the Enhanced Recycling Scheme was a positive step forward. This was achieved by using the Bin Thinking brand that Perfect Circle had previously designed for Chorley and working it through specific creative routes that raised awareness. Examples of the top line messages were You are gonna get the sack which was used to introduce Chorleys Hessian sack collections. And You have bin wheelie fantastic used to congratulate the audience on their efforts to date.

The strategy and planned creative campaign put forward by Perfect Circle allowed Chorley Borough Council to work within their budget and, when aligned with the implementation of the new recycling scheme, achieved exceptional results and momentum for Chorley Borough Councils Enhanced Recycling Scheme, increasing recycling rates from 27 % to over 40% across the borough. The project also maintained perceptions of a weekly collection and improved the consumer experience.

The communications campaign offered high levels of Opportunities To See (OTS) across varied media such as press, bus, street, direct mail and online to ensure that the key messages reached residents within budget.

These engaged audiences with the challenge of increasing recycling rates and encouraged recycling behaviour patterns.  Above all, the careful planning and strategic view of the campaign taken by Chorley Borough Council and Perfect Circle allowed the partnership to anticipate residents concerns.