Helping Central Bedfordshire Council create binfluencers
Categories
Artwork, Campaign, Creative, Social Media
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Central Bedfordshire Council were looking for an agency to support them in developing an ambitious idea they had for a campaign that took a very different approach to encouraging people to recycle. The team at the council had the nucleus of an idea, but wanted to partner with a creative team to help them to bring their ideas to life and help make the topic of rubbish a little less…rubbish.
The Challenge
Central Bedfordshire Council had a remit for 2022 and 2023 to:
- Help residents understand what waste services, provided by Central Bedfordshire Council (CBC), are available
- Encourage residents to recycle more
- Help residents to understand how to recycle more effectively
- Help residents understand the benefits – to them and their community – of effectively managing their waste
A big part of what we wanted the campaign to do was to help people understand what happens to their recycling, and a bit more about why it’s so important to follow the guidance on things like contamination of recycling, with the aim of improving recycling levels across the Central Bedfordshire area.
The Solution
Working with the Communications team, we explored their concept and developed a robust plan to deliver a range of materials over the course of a year, ensuring we would keep the messaging fresh and engaging to drive success.
We needed to reach a wide range of audiences across the borough, so we took a multi-channel approach throughout the campaign. Each quarter included a distinct set of engaging digital assets that were shared across Central Bedfordhire’s social media channels, supported by a media spend across targeted google ads. Each set focussed on a different aspect of the campaign, with clear simple messaging and an easy habit change for people to adopt.
Key towns across the borough were selected for Out Of Home (OOH) media, in the form of eye-catching lamppost banners and waste fleet artwork.
The most fun part of the project was our interactive game show of ‘Champion Binners’. We took the streets of Leighton Buzzard, Woburn and Ampthill and engaged with some intrepid members of the public who agreed to take part in our lighthearted game to find out how much they really knew about recycling, and to award the victorious members of the public the status of Winner Winner Champion Binner. The videos we took and shared on social media were a huge hit, and we’d be lying if we didn’t say that we had a brilliant time doing this part of the project.
The Result
The response to the campaign was really positive, with high levels of engagement with across social platforms.
The videos of the gameshow ‘Are you a champion binner?’ received
