Waste Awareness Wales – Full House campaign

In January 2014, 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.

Our approach

  • Theme: ‘Full house – recycle upstairs and downstairs’ was developed as the overarching theme and identity for our campaign to clearly communicate the ‘every room and everybody message and a bi-lingual campaign logo was created
  • Tool kit: we produced a campaign communications toolkit, themed ‘Full House’ with tailored sub messaging and tactics for each target audience.  This formed the backbone of all campaign tactical activity across the three LA areas and ensured consistency across the partner organisations
  • Direct contact: we worked alongside the three LAs to support their ongoing local doorstep activity with additional direct contact in the form of a highly targeted schedule of 12 community road shows in local supermarkets and shopping centres. We produced branded cloth bags; bi-lingual A5 fridge magnets and leaflets promoting the Full House message for use on the road show stand and encourage people to sign up to our online pledge to recycle more across their homes
  • Marketing: we implemented a tailored package of Face Book advertising (including a new online video ad), bus and local radio advertising and bespoke local media partnerships to reach our specific target audiences, many of whom lived in Communities First clusters

 Results

Marketing:

  • Over 200,000 people across the three LA areas were reached through the four week bus interior and exterior ad campaign
  • 244,000 people across the three LA areas were reached through the three bi-lingual sponsored local newspaper wrap-arounds
  • Over 515,00 adults (20% of total available audience) across the three LA areas were reached through the Real Radio week-long ad campaign with an opportunity to hear the ad (OTH) of 7.3 times
  • Over 75,000 people were reached through bespoke social media ads and over 1,400 engagements with the social media posts through ‘likes’; comments or sharing
  • Over 500 views of online video via website and Youtube

Road shows:

  • 12 local road show events delivered across three LA areas in March 2014
  • Over 25,000 people across the three LA areas in Wales reached directly through the activity
  • Over 21,000 pieces of Full House branded collateral issued out to road show stand visitors
  • Over 300 pledges to recycle more across the home completed by road show visitors
2017-05-06T17:07:48+00:00 December 7th, 2015|Case Study Environment, Case Study Public Sector Services|