Recycle Week 2019
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.
