Linking industry giants
As a packaging compliance scheme Ecosurety is committed to doing everything we can to improve UK packaging recycling on behalf of our members, and this campaign addresses a growing challenge. Recent surveys highlighted that 18 to 25 year olds are twice as likely as older generations to buy food on-the-go, yet millennials are less likely to recycle.
When you consider that every year in the UK we get through 13 billion plastic bottles, 9 billion drinks cans and 2.5 billion coffee cups, the scale of the problem is astonishing. Even more so with the £17.4bn a year food-to-go industry expected to increase to over £23bn by 2022, and recent research by ReCoup revealing that only 42% of local authorities provide on-the-go recycling facilities*.
In the city of Leeds itself, a survey in August 2018 found that 52% of respondents had disposed of recyclable packaging on the go, with the majority being disposed of into general waste bins.
Even where on-the-go recycling exists, the cost of actually recycling it can far outweigh the benefits due to contamination of the materials collected. It is not uncommon for the entire contents of material specific recycling bins to be incinerated due to contamination, because food or general waste has been added and it is not commercially viable to decontaminate it.
#LeedsByExample is testing new initiatives that seek to not only increase the amount of recycling, but also dramatically improve the quality of the materials collected.
Located at key locations including a university, market, garage and a convenience store, these recycling reward machines will test the impact of providing an incentive for people to recycle. The campaign will provide insight into the optimum location and reward mechanism for this concept to work best.
Building on Hubbub's tried and tested 'Trashconvertor', the Re-Cycler will travel around the city to reward people when they recycle their packaging waste.
It's not only about rewards however - the Re-Cycler is the perfect conversation starter and mobile campaign advert!
These playful bubble bins will tour the city over the course of the campaign in high footfall areas such as universities and at events.
What is a bubble bin you ask? Upon disposing of your recycling, the bin responds with a satisfying burb and a stream of bubbles!
Explore this interactive map to see the wide variety of recycling opportunities in Leeds city centre.
From participating retailers and recycling reward machines to on-street bins and educational installations, the campaign really is hard to miss!
A variety of posters and signage across the city of Leeds will help raise awareness during the campaign. They will appear on bins, on streets, in participating retailers and business and on advertising displays. Indoor floor vinyls will show routes to the various recycling facilities and pop-up flags will highlight key bins in high-footfall areas.
A variety of engaging social media assets make sharing the campaign a breeze for participating partners, businesses and local residents, including animations, vlogs and infographics.
Keep an eye out for #LeedsByExample on the social media platform of your choice and help spread the word!
A big advertising push around the city centre of Leeds will ensure that the launch of #LeedsByExample is highly visible. This will also continue at key stages in the campaign, featuring local residents and workers.
A shipping container full of facts has been installed on the streets of Leeds to physically demonstrate the quantity of recyclable waste that is being discarded as general waste in the city centre.
Members of the public can even step inside to find out more information about the problem, and importantly the steps they can take to be part of the solution.
Thanks to the participation of major brands, the app provides clear, cross-brand help for people on what and how to recycle.
How does it work? Once a user has downloaded the app they simply need to scan the bar-code of whatever drink or food container is in their hand to be shown whether it can be recycled locally, with a map of the nearest recycling location identified. Simple.
It is hoped that the app will appear to the younger generation who make up the majority of the population in Leeds - 57% of the population of the city centre is aged 16 to 24.
Hubbub is an environmental charity that uses the latest thinking backed by academic research to explore new ways to run behaviour change campaigns. The charity explores innovative and fun ways to interest mainstream consumers in important sustainability issues, through different ‘hubs’ of activity - Food, Fashion, Homes, and Neighbourhoods.
Hubbub’s previous campaigns have included #SquareMileChallenge, the UK’s first large scale solution to coffee cup recycling, #GiftABundle to get pre-loved baby clothes back into circulation and #PumpkinRescue to encourage more people to eat the carvings from their Halloween Pumpkins.
Their exclusive collaboration with Ecosurety will see two consumer-facing campaigns a year, funded by producer responsibility compliance evidence money, created and executed by Hubbub. The partnership between Ecosurety and Hubbub will also see regular canvassing of opinion from obligated producers and recyclers about which issues or campaigns should be prioritised across producer responsibility compliance.