Tower Hamlets’ recycling rate was the lowest of any London Borough and well below the national average. The council needed a campaign to engage and empower local residents to improve their recycling habits.
999 were commissioned to lead strategic and creative development for the campaign. With budgetary restraints and complex audience demographics, the agency focused on showcasing local recycling champions to help rally other community members. Under the strapline We Can, they created a strong but flexible campaign framework that could incorporate community-based design. Key messaging was also sufficiently agile to be applied to a wide range of media.
In only six months after the launch of the campaign, residents were recycling on average 5.4% more. In January 2009 alone the residents recycled more than 1,220 tonnes – equating to around 150 double-decker buses. The borough exceeded its cumulative total by 19.51%, and in March 2009 recorded its highest ever recycling rate of 24.89%. Meanwhile 88% of council staff agreed that the campaign had been effective.