Recycle Now WRAP-ping Up The Environment
In September 2004, 45% of English adults claimed to be a 'Committed Recycler' and by October 2006, following a previous WRAP (Waste and Resource Action Programme) Recycle Now campaign, that figure increased to 63% according to research from NOP. The Government set targets to increase the recycling rates in England, so the objectives for the 2007 WRAP Recycle Now campaign were to increase those 'Committed Recyclers' to 67%.
The challenge was to reach those consumers who have not yet been engaged by the previous WRAP Recycle Now campaigns – those who don't currently recycle. Whilst previous campaigns had delivered significant gains in the AB demographic, those in the C1C2 and DE demographics had to be reached in order to reach that figure of 67% 'Committed Recyclers'.
By subtly integrating the message into a relevant and daily environment, through What's On TV and its website, the campaign was a huge success. 'Committed Recyclers' increased from 63% to 69% of English Adults, whilst
C1C2 'Committed Recyclers' increased from 64% to 71% and DE 'Committed Recyclers' increased from 52% to 60%, exceeding the AB growth.
To download the full details click here WRAP Recycle Now Case Study
