The campaign has reached over 265,000 people and was organised by Preston city council and plastics charity RECOUP, with support from environmental consultancy Beyondly.
It aimed to clarify what can and cannot be recycled, with a particular focus on plastics – a key area of confusion for many households.
Councillor Freddie Bailey, cabinet member for environment and community safety, said: “The outcomes of this campaign are brilliant.
“Preston residents want to do the right thing when it comes to recycling, and this campaign helped make that easier.
“By combining local pride with practical information, we empowered people to recycle more and better.”
The campaign ran from September to December 2024 and combined billboards, street hubs, school and community engagement, leaflet deliveries to all households in the Preston area, a radio campaign, and a fresh suite of social media assets.
The school and community engagement included engaging directly with communities through school visits, supermarket events and a dedicated recycling van at the city’s Flag Market.
Surveys conducted during engagement revealed that while many residents want to recycle more, they often struggle with understanding what’s accepted and how to prepare materials properly.
Katherine Fleet, head of sustainability and circularity at RECOUP said: “Education remains a vital part of the recycling puzzle.
“By using visuals, clear messages, and trusted community channels, this campaign helped to reduce confusion and increase confidence in recycling.”
The campaign was delivered under RECOUP’s Pledge2Recycle Plastics programme.
Achievements of the campaign
Preston city council saw an 11-tonne increase in plastic, glass and cans collected in 2024/25 in comparison to 2023/24.
The city also recorded fewer crew-reported contaminants such as general rubbish and plastic bags in recycling bins, an encouraging sign that consistent messaging paid off.
The key achievements included:
- Total reach of over 265,000, covering all households in Preston.
- 13% decrease in contamination in plastic, glass, and can bins.
- 19% reduction in material rejections at sorting facilities.
- Leaflet and campaign materials designed with accessibility in mind, including input from local disability groups and multilingual residents.
- Engagement in priority wards, including Plungington, Deepdale and the City Centre, where housing types and language barriers present ongoing challenges.
Charlotte Davies, senior consultant resource efficiency and circularity at Beyondly, said: “At Beyondly, we’re proud to support initiatives that empower communities to make lasting environmental change.
“This campaign in Preston is a fantastic example of how collaboration and clear communication can reduce contamination, increase recycling and build a more sustainable future.”
Looking ahead
Preston city council said it plans to build on the findings of the campaign, including by growing its relationships with schools.
Additionally, it will look to improve access to recycling for households without kerbside bins and further consider the needs of neurodiverse residents.
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