Our recycling PR team was asked to launch Recycle Now Week, a national campaign to inspire the public to recycle more household waste. Chief funder WRAP was especially keen to get Recycle Now Week in the tabloids as statistically, red-top readers were the least likely to recycle. Our excellent media relations skills were clearly needed.
TV personality and West End star Denise Van Outen was recruited as the face of the campaign. A keen recycler, Denise was a great fit – tabloid friendly, articulate, photogenic and credible.
We commissioned leading ethical fashion designer Gary Harvey to create a dress for Denise, made from items typically found in a household recycling bin. This stunning creation featured cans, bottles, plastic bags, cardboard packaging, glass beads and bottle tops. It created massive visual appeal for the campaign with national media. To add further editorial credibility we commissioned research into householders’ ‘Green Guilt’.
Our campaign proved a huge hit with national newspapers, magazines, TV and websites. In fact, the coverage was overwhelming – generating more than £900,000 in equivalent advertising spend, and 57 million opportunities to see.