- Europe and Central Asia
- United Kingdom of Great Britain and Northern Ireland
Sector of activity
Type of initiative
Education & Awareness Raising, Policy Frameworks & Tools
Type of lead actor
Recycle Now is led by a pioneering team of dedicated experts with a simple, but revolutionary mission – to make recycling the new norm.
Backed by proven behaviour change theory, hard evidence and a passion for change, they work collaboratively with key stakeholders and the Government to bring everyone together to make real, sustainable impact on recycling behaviour.
Recycle Now believe that it’s the small things that can make a difference. By being at the forefront of the recycling movement in the UK they are mobilising citizens to recycle more of the right things, more often. So, together, we can help create a better world for future generations. These objectives are clearly linked to sustainable consumption of materials in the UK.
As collected through the One Planet Reporting
Outreach and communication for SCP
Recycle Week 2019
Recycle Week 2019
Europe and Central Asia
WRAP (The Waste and Resources Action Programme)
Recycle Week 2019 had the goal of inspiring behaviour change across the whole population of the UK, to ultimately increase the amount of effective and improved recyclers in the country. It also aimed to promote the normative messaging approach used by Recycle Now (WRAP's consumer-facing recycling brand). Overall, Recycle Week 2019 had the objective of encouraging the public to make a difference, taking recycling into their own hands by recycling more of the right things more often. This activity aimed to show recycling as something urgent and impactful, encouraging the public to take action immediately. Other goals included getting support for the week from lots of WRAP's Voluntary Agreement signatories (for example members of the UK Plastics Pact).
The campaign was promoted through a large scale out of home advertising campaign in popular shopping centres, railway stations, tube stations and supermarkets. There were over 425 sites in total. These physical locations allowed Recycle Now to engage with people across England and Northern Ireland. The offline campaign was complemented with paid and organic social media, PR and social media influencers who helped extend the reach of the message; adding another dimension to the campaign. Recycle Now created an engaging and hard-hitting YouTube film, shared via social media platforms, in order to bring the theme of Recycle Week 2019 to life. Also online, there was a specific webpage for the week, linking to WRAP's Recycling Locator, which helps citizens know what they can recycle and where. The national reach of Recycle Week 2019 was really impressive, with 36,401,354 impressions through the physical assets created, for example the digital displays in train stations during the week. Due to a great level of partner and signatory engagement, digital adverts and the eye-catching video created, online reach got to 15,779,496, and mentions through the media, including 4 pieces of national news coverage, gave a total of 59,335,364 opportunities to see, read or hear about the week. Other highlights from the week include a partnership with the Coca-Cola London Eye, which meant the famous Eye turned green for one evening from its usual red, to promote Recycle Week, and a collaboration with popular content creators LADBible, which reached 3.5 million people. Recycle Week 2019 contributed to Recycle Now's overall goal of giving more people the knowledge and encouragement they need to recycle more things more often from around the home. Increasing recycling rates means a shift to more sustainable consumption of resources by the citizens of the UK.
Impact and Results
Providing the recycling locater, along with other useful recycling information makes it easier for consumers to recycle their waste and in turn reduce their negative environmental footprint. The impact of Recycle Now can be clearly seen, with more than six out of ten of England's citizens now describing themselves as committed recyclers, compared to less than half when the campaign began in 2004. The latest Recycle Week, which ran from 24th-30th September 2018, was a great success, with the team travelling around the country to promote recycling - and they weren't travelling alone. A giant ‘WE DO' sign went with them, touring the country and posing for pictures at iconic buildings and places all over the UK that represent us as a nation, reminding people how important recycling is, and how it can help us fight plastic pollution and use resources more efficiently. They achieved some fantastic results, with #RecycleWeek trending No 1 on Twitter, a reach of over 27 million citizens across social media, out of home advertising and PR, and over 80 business partners getting involved including John Lewis, Quorn, Aldi, Sure, Marmite, Tesco, Danone, H&M, along with many local authorities across the country. The great work Recycle Now is doing is promoting more sustainable methods of consumption across the UK.
Next steps and how to get involved
You can find out lots more information about Recycle Now, its resources and campaigns at https://www.recyclenow.com/.