Waste Awareness Wales – Full House campaign

Equinox was commissioned by Waste Awareness Wales to develop and deliver a bespoke three-month marketing campaign to support three specific Local Authorities, in Neath Port Talbot, Caerphilly and Wrexham, in increasing recycling rates by encouraging all members in the household to recycle, from every room in the house – not just the kitchen.

Outputs:  bilingual campaign theme ‘Full house – recycle upstairs and downstairs’ to communicate the every room and everybody message; Partner toolkit of downloadable campaign collateral for use by the three LAs & their partners on the ground;  community road shows across 12 local supermarkets and shopping centres using promotional teams and campaign branded leaflets, cloth bags, fridge magnets, window stickers to promote the Full House message & encourage people to sign up to our online pledge to recycle more across their homes; marketing support through a tailored package of Face Book advertising, bus and local radio advertising and bespoke local media partnerships to reach our specific target audiences, many of whom lived in Communities First clusters.

Outtakes and Outcomes

Exposure

  • 1 x bilingual campaign theme ’ & campaign video for social
  • 1 x partner toolkit of downloadable campaign resources
  • 12 x local community roadshows across three LA areas
  • 6 x week geo-targeted digital ad campaign
  • 4 x week bus interior & exterior ad campaign in three LA areas
  • 3 x local newspaper front cover wrap arounds & sponsored content
  • 1 x week local radio ad campaign

Reach

  • Over 25k people reached directly through community roadshows
  • Over 200k audience reach through bus ads in three LA areas
  • Over 200k audience reach through three bilingual sponsored local newspaper wraps
  • 20% of available audience (515k adults) reached through week-long Real Radio ads with 7.3 OTH
  • Over 75k reached through geo-targeted social media ads

Engagement

  • Over 500 views of campaign video via website and Youtube
  • Over 1,400 engagements with social content through ‘likes’, comments, shares
  • Over 21,00 items of Full House branded collateral given out to roadshow stand visitors

Impact

  • 15% uplift in traffic to campaign website across the three-months and over 300 direct pledges from people to recycle more at home
2018-01-30T11:28:26+00:00 December 7th, 2015|Case Study Environment, Case Study Public Sector Services|