The funding for the campaign was provided by Coca-Cola Europacific Partners (CCEP).
The eight-week campaign will test different messages (both emotional and educational) and incentives to encourage efficient and consistent recycling practices, with advertising materials installed on local bus shelters and digital platforms.
Two TOMRA reverse vending machines will be installed on the Strathclyde campus in early November to test students’ reactions to rewards for returning bottles and cans.
Finally, the campaign will also feature an installation where students will be invited to create an art piece from recycled materials, facilitated by not-for-profit Every Can Counts.
Barry Fisher, chief executive at Keep Scotland Beautiful, said: “Research with students has identified that for some the first bin passed is the correct bin, so by asking the question ‘Have you bin smart today?’ in the campaign messaging we hope to make the point that the right bin does matter.
“It’s vital that we encourage everyone to consider what they do with their single-use drinks packaging. Only by working in collaboration with national and local government, businesses and communities are we able to test campaign messages and evaluate their success.
“Ultimately, we want to see people recycling more, reducing the potential for waste to be littered and capturing it so that we can live in a more circular economy. But, to do this we recognise that we need to help make it as easy as possible for people – and we hope the findings from this campaign will shape those to come and truly shift our habits to become more sustainable.”
Scott Bryson, waste and environmental compliance manager at the University of Strathclyde, added: “We are delighted to be helping Keep Scotland Beautiful with their focus groups and recycling intervention delivery plan. We already have a very high recycling rates, but this campaign will raise further awareness of the importance of recycling properly among young people on campus.”
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