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Social Marketing in Devon, with a sustainable twist

Ethical Marketing: Sustainability in Devon

Promoting environmental behavioral change is an area where Perfect Circle has many years of experience. West Devon Council recognised that it had to change the behaviour of its population by actively encouraging them to recycle their garden waste.

Our brief was to communicate the importance of recycling garden waste to the target audience, outline the impact of increased recycling rates and to increase garden waste recycling rates in the county.To meet this brief our strategy was to design a very clear brand identity for garden waste recycling that consumers would recognise and remember. We then delivered this across a range of communication tools, with memorable headlines and graphics so that it became visually top of mind. Our campaign utilised several innovative communication approaches such as a roadshow.

This included the fitting out of a bus so that the message could reach more remote parts of the community.  This was supported with a promotional items so as a recycling calendar, advertisements and posters, press coverage, advertorials and editorial coverage, fridge magnets and a ‘how to’ recycle guide.

The campaign was extremely successful with 100% of the recycling capacity for the project filled within two months. We were told verbally that consumers thought that the campaign was excellent. Indeed one councillor who was very unhappy that the Council was using an agency outside their region came up to the team and congratulated us on the quality of our graphics and the campaign and agreed that they had been correct to source our agency for this project externally. (This was the first time that West Devon had used and external agency outside the county!).