Recycle for London has launched a new campaign, called ‘One bin is rubbish – sort it out’, to help Londoners tackle the lack of bins or containers to put their recycling in at home. The campaign highlights new research* that shows almost a third (31%) would be embarrassed for others to see how messy their bin area is, with a further 32% admitting that the ugliest part of their home is where they keep their bin.
The survey, conducted with 2,000 London residents, highlighted a lack of space in homes as the biggest challenge to staying on top of our recycling. Over half (52%) of respondents said that they experience ‘bin-digestion’ at least once a week – the need to pile up recycling items around a rubbish bin because of limited space – and over a third (38%) agreed that they would recycle more if they had more than one bin at home.
Antony Buchan, from the Recycle for London campaign, said: “Managing recycling at home is something we have to do every day, so it’s not surprising that the majority of London residents regularly suffer from ‘bin-digestion’ and the clutter and mess that comes with it. But the good news is there are simple things that can be done to help get to grips with this.
“Having a dedicated recycling bin for inside the home is a great option, but there are plenty of simple, low cost solutions or ‘bin-hacks’ that can be equally as effective. We know Londoners are a creative lot, which is why our new ‘One bin is rubbish’ campaign is encouraging people to share their favourite bin-hacks so that every household can find the recycling solution that is right for them.”
Ogilvy Change – the behavioural interventions specialists at Ogilvy UK – was tapped to do the campaign. The campaign is primarily targeted at 18-34 year olds.
Despite recycling increasingly becoming a part of daily life, overall progress has stagnated. The Mayor has set out an ambition for London to achieve 65% recycling by 2030 – and although household recycling is only one contributory factor in the city’s overall recycling picture, the current household recycling rate is only 32% and therefore isn’t making the contribution it could. Based on research that Recycle for London commissioned recently, over a third of Londoners say they would recycle more if they had more than one bin at home.
What the campaign intends to do is encourage people to put in place the best recycling set-up for their own home, something that suits their lifestyle and living space. There are plenty of simple, low cost solutions or ‘bin-hacks’ that can be equally as effective and involve re-using everyday items such as bags for life, cardboard boxes or paper bags. The ‘One Bin is Rubbish’ campaign is encouraging people to share their favourite bin-hacks so that every household can find the recycling storage solution that is right for them.
The appointed Ogilvy Change team first won this brief from Resource London, a partnership between WRAP and the London Waste and Recycling Board. Ogilvy will support a three-year London campaign to encourage more 18-34 year olds to recycle. The work will run in November across OOH, print and digital, including being featured in Time Out and across London’s iconic red buses. Mark Lainas, Managing Director of Ogilvy Change commented, “We are incredibly proud of this behaviour change campaign, its lateral strategic direction and creative concept.”
Ogilvy Change was appointed to WRAP’s behaviour change marketing and communications framework in March this year, tasked with creating behaviour-led campaign solutions across the charity, its joint ventures and local authorities. So far, Ogilvy Change has won three of the five briefs put up for pitch.
WRAP works between governments, businesses, communities and innovative thinking to develop unprecedented initiatives to help the UK use resources more sustainably. The not-for-profit aims to reinvent how we design products, consume them and the possibilities of recycling.
In addition to the latest brief, Ogilvy Change is already developing a campaign in the next six months to ignite and facilitate a national behaviour-change programme to motivate households across the UK to reframe their attitudes toward food waste, as well as a specific behavioural interventions strategy around food waste as well.