Happy talks rubbish
We’re delighted to be helping one local authority bring a new approach to waste education.
None of us is new to recycling. We’re all familiar with the traditional messaging – so familiar that it’s much harder to achieve ‘cut through’ with audiences who are often desensitized to such messages, either because they feel they’re already doing lots of recycling, or because they’ve heard it all before.
That was the challenge facing Wyre Borough Council, who wanted its new waste education campaign to do something new, advancing the messaging from simply ‘recycle’ to address more nuanced issues like the accuracy of recycling (placing the right items in the right bins) or reducing the overall level of waste by repurposing and reusing as well as recycling (the 3 Rs).
This was to be an educational digital campaign to tackle a wide range of behaviours, with its focus squarely on the local community but with a potentially much wider impact. Following a successful tender, Wyre Council chose Happy as their delivery partner.
Changing behaviours
We’re working with the council’s Public Realm & Environmental Sustainability and Marketing teams to deliver marketing support, brand building and online awareness raising. In practice, that involves:
- Developing a new strategy for engagement built on a greater understanding of Wyre Council’s customers. The residents of Wyre are, like people everywhere, at very different stages on their sustainability awareness journey. Some are fully signed up. Others feel compelled to act by their children. And others remain resistant to change. So the new campaign needs to reach all residents with messaging that matters to them.
- “if rubbish could talk” - the name that holds the campaign together
- A new microsite will act as a hub and focal point
- Quizzes will educate and inform in a fun way
- An interactive recycling feature will make it easier for residents to find out how to dispose of waste sustainably
- New content including blogs, gifs and animations will illustrate and explain
- And social media posts will ensure the council’s message reaches the broadest possible audience
#ifrubbishcouldtalk at Christmas. Marketing assets and collateral for the campaign.
Influencing for the long term
The new campaign launched earlier this month, in time for Christmas – a time when waste levels typically reach their peak, and Chief Happy, Karen Lambert is thrilled to be on board.
“What a privilege it is to be able to play our part in making a difference in the Wyre community, and one that has such far-reaching outcomes. It’s really inspiring to know that what we’re doing will contribute to something much bigger than the campaign itself. Our goal is to create a campaign and assets that will Influence long term behavioural change. Making that sort of difference is deeply satisfying.”
The Wyre campaign is the latest in a growing number of ‘clients with purpose’ who are choosing Happy to spread their message of sustainability, energy efficiency and environmental wellbeing.
If your business is built on creating a happier future for everyone, let’s talk.
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