Research
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Case Studies
Redbridge Council
The issue: Redbridge was rolling out weekly recycling collections across the borough and required a pilot behaviour change campaign across two areas which represented the borough's demographics. One area showed high participation rates, had low unemployment and was wealthy, and the other had low participation rates, high unemployment and a large BAME community.
The challenge: It was essential that Waste Watch understood the recycling issues and behaviours of two disparate audiences in order to engage with them about weekly recycling collections and motivate them to recycle more. We then had to tailor messages for each segment of the audience and develop a highly targeted campaign which delivered to all audiences.
Our approach: Waste Watch ran focus groups, crew training sessions and capture rate analysis to understand the key waste and recycling issues for the two areas. We delivered bespoke campaigns in each area to tackle local issues and encourage residents to recycle more and participate in the weekly service.
The results: Monitoring before and after the campaign revealed the number of people participating increased in both areas, by 8% and 10% respectively. The results demonstrate the benefit of understanding your audiences, and how communicating with them effectively can bring about behaviour change.
"Waste Watch made sure they understood the local issues in both areas, which definitely contributed to the success of the project. I was pleased with their professionalism and the results we were able to achieve."
Tom Laurence, Recycling Manager, London Borough of Redbridge
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