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Cory Environmental
The issue: The Waste Authority needed a consistent and effective communications approach to increase recycling across four West London boroughs, targeting a variety of audiences and maximising the benefits of partnership working for all partners.
The challenge: Main challenges were to increase recycling rates among a diverse mix of residents - including groups classified as 'hard to reach' - in four inner London boroughs; to establish and promote the Western Riverside partnership; and to educate residents about recycling and waste reduction and why it's important.
Our approach: We worked collaboratively with communications and recycling teams across the four boroughs to adopt a common approach to kerbside recycling services and establish a unifying campaign brand. We delivered award winning strategic marketing, communications and advertising campaigns showing how to recycle, what can be recycled, and why you should recycle. Overarching campaign messages were localised for each borough so calls to action were as tailored as possible for each audience, and we won several LARAC awards for partnership working. Waste Watch also delivered community outreach and monitoring and evaluation projects for the Western Riverside Partnership as part of the wider campaign to increase recycling in West London.
The results: Following a successful five year campaign, recycling rates have almost trebled from 9% to 25% five years after the campaign started. 92% of residents said in 2007 that they recycle everything or a lot, compared to 41% in 2002. 73% are satisfied with the service, compared with 39% in 2002; and 81% know what can and cannot be recycled (2006) compared with 49% in 2002. The partnership logo is recognised now by 42% residents (IPSOS-Mori 2006) and the number of 'committed recyclers' has increased from 63% (2006) to 73% (2007) - almost 10% higher than the national average. Have a look at our 'Recycle Western Riverside:five years on' report for more details.
"That all four Western Riverside boroughs are in the London top ten for dry recycling is testimony to the campaign's success."
Michael Singham, Senior Policy Office, London Borough of Wandsworth
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