When we were asked to make a big impression on recycling by the country’s leading packaging recycling organisations we were only too keen to help. Our recycling pr team created ‘the BIG recycle’ a national week of locally focussed recycling promotions specifically for local authority recycling officers.
‘the BIG recycle’ was aimed at encouraging the public to recycle more household waste, by explaining what can be recycled and what local facilities and infrastructure exists to enable them to recycle. This was achieved by encouraging local recycling officers to publicise their recycling schemes and organise local recycling events.
Recycling officers were provided with a suite of marketing materials including a template press release, posters, leaflets and a website. These materials enabled them to organise their own events that promoted their local recycling scheme.
Celebrity impersonator Alistair McGowan was chosen as the face of the national PR campaign. A committed recycler he urged the public to make a big impression on reducing rubbish – by recycling it.
Almost 250 local authorities took part in the campaign, running varied promotions under ‘the BIG recycle’ banner. The campaign generated extensive media coverage, including BBC and ITN and extensive national and regional radio coverage, plus over 300 pieces of editorial coverage. In total the campaign generated PR coverage worth £831,000, and reached an audience of over 32 million people. Our success was recognised with a Chartered Institute of Public Relations Pride Award.