A year of engaging PR and UGC content — to encourage the people of Wales to dispose of their waste responsibly.

Fly-tipping Action Wales
Wale

Fly-tipping continues to plague Wales’ natural landscape — so, in 2023-24 we worked with our client of 17 years, Fly-tipping Action Wales, to devise an outside-the-box approach to tackling fly-tipping.

For the first time ever, we utilised a mix of comical UGC content and a series of high-impact PR stunts to reinforce the campaign’s key message: always use a registered waste carrier and beware of the growing number of fly-tippers on Facebook.

We also ran a supporting ‘Stop Facebook Fly-tippers’ awareness week campaign — which saw us raise awareness of online scammers through creative digital and radio campaigns.

Tactics:

Influencer and UGC creator working to overcome ‘banner blindness’ — people’s ability to automatically skim over content that looks like advertising — we crafted a digital advertising campaign, that used content from some of Wales’ favourite influencers, including Ellis Lloyd Jones, Welsh Mummy Steph and Tom Rix Comedy.

Highly-targeted social media advertising campaigns across Meta, YouTube and TikTok — optimised for awareness and engagement and monitored daily to ensure best possible results vs. KPIs. UGC content helped to bolster engagement with younger demographics.
Comical radio advertising campaign, featuring the voice of none other than TikTok star, Tom Rix Comedy — broadcast across Wales’ most popular radio stations including Capital, Smooth and Heart — to over 319,000 listeners.
National digi-van stunt and PR campaign — which used photoshopped imagery to highlight the possible reality of waste crime at some of Wales’ favourite beauty spots.
Business as usual content to support and reinforce key campaign messages.