Say hi to first outdoor campaign with North London Waste Authority.
Contamination – where you put the wrong thing in your recycling bin – is a total nightmare that means thousands of tonnes of perfectly good recyclables have to go to landfill every year. But contamination usually happens when people are trying to do a good thing: recycle. So in this campaign, co-created with the brilliant Behaviour Change, we don't wag fingers; we say ‘Thanks for trying’ and nudge people in the right direction.
It’s a radically different approach to recycling communication – designed to encourage correct behaviour, not scold people for getting it wrong. Oh, and we even made our own bin-themed fabric..!