The on-the-go recycling collaborative campaign has been shortlisted for Marketing/Advertising Campaign of the Year
Ecosurety and behaviour change charity Hubbub joined forces with brands, retailers, recyclers and a local authority to launch #LeedsByExample in 2018, an unprecedented trial of a wide range of innovative ways to improve the performance of recycling on-the-go in a city location.
It has just been announced that the collaborative campaign has been shortlisted for Marketing/Advertising Campaign of the Year at the BusinessGreen Leaders Awards 2020, a collective nomination for Hubbub, Ecosurety, Leeds City Council and Zero Waste Leeds.
The awards are the UK's largest and most prestigious green business awards that honour a diverse mix of blue chips, innovative start-ups, and inspiring sustainability leaders.
It was recently announced that #LeedsByExample has also been shortlisted for two categories at the National Recycling Awards.
Unprecedented support from industry
The campaign focused on recycling on-the-go for the simple reason that whilst home-based recycling rates have steadily increased over the last few years, recycling on-the-go figures have not. Collectively get through 2.5 billion coffee cups, 13 billion plastic bottles and 9 billion drinks cans each year.
The campaign secured the support from across industry, including Alupro, Asda, Association of Convenience Stores, Ball Beverage Packaging Europe, British Plastics Federation, Bunzl, Coca-Cola GB, Costa, Co-op, Crown Packaging, Danone, Highland Spring, Innocent, Klöckner Pentaplast (kp), Lucozade Ribena Suntory, Marks and Spencer, McDonald’s, Morrisons, PepsiCo UK, Pret A Manger, Starbucks and Shell. The campaign was also supported by WRAP and OPRL.
The full #LeedsByExample impact report is available to read here.
A lasting legacy
Importantly the legacy of #LeedsByExample extended far beyond the city, with two further cities following suit and building on the key learns from Leeds shortly afterwards, albeit under the new name of #InTheLoop - Swansea which brought the first on-street coffee cup bins to Wales and Edinburgh, which previously had no on-street recycling bins at all.
The BusinessGreen Leaders Awards 2020 winners will be announced on 14 October 2020 and the full shortlist is available to view here.
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Ben Luger
Marketing projects specialist
Ben joined the team at the beginning of 2015 and helps drive marketing communications and projects for Ecosurety, including project managing the launch of the Ecosurety Exploration Fund and website content development.
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