Retailers and brands involved in the week-long initiative, which began on September 24, included John Lewis, Tesco, Aldi, Sure, Marmite, Innocent Smoothies, H&M, Danone and Heinz.
From a waste perspective, a number of companies, local authorities and groups hosted events and campaigns as part of the initiative, including Veolia, the waste management partnership for Bracknell Forest, Reading and Wokingham borough councils and metals recycler EMR (see letsrecycle.com story).
In a bulletin to stakeholders this week, WRAP highlighted the key achievements of the scheme, which included #RecycleWeek trending at #1 on Twitter, with the campaign having reached over 27 million citizens across social media, out of home advertising and PR.
Do/Does
The week also saw the launch of Recycle Now’s ‘Do/Does’ campaign which was delivered through a social media and out-of-home advertising campaign around England and Northern Ireland.
The campaign featured a national tour of a ‘WE DO’ sign, which aimed to show “that as a nation ‘We Do’ recycle”. This aimed to tie in with Recycle Now’s “normative messaging approach in an attempt to change recycling behaviours, the organiser said.
Support
The scheme this year focused on plastics, with the theme: ‘Recycling. We do. Because it matters.’ Wrap says that this was well received across the country.
“Recycle Week even saw some iconic buildings lit up green in support of the week, and the Liver Building in Liverpool had the Recycle Now swoosh projected onto it,” WRAP said in its bulletin this week.
Christmas
Building on this work, Recycle Now is preparing the roll-out of its Christmas ‘resource pack’ of promotional for local authorities and businesses to promote recycling over the Christmas period.
This will include “lots of new digital/social media assets” the organisation says, along with a template press release which can be tailored. This will be available to schedule from week commencing 26th November.
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