CASE STUDY: Recycle Now pushes for more 'Committed Recyclers'
Provided by Time Inc. UK
WRAP (COI) use the subtle influence of magazines to champion attitudinal shift and behavioural change.
What was the Challenge / Background of the Campaign?
Previous campaigns had delivered promising results in the AB sector, this WRAP Recycle Now campaign aimed to target the rest of us. The strategy was to use 'Daily Interruptions' which are subtle and only push for small changes in everyday behaviour. What's on TV magazine is the perfect daily-deliverer to a mass audience, a six month programme of daily bespoke ad spaces was arranged with them, enhanced by online presence. The campaign was a huge success with 'Committed Recyclers' increasing to 69%. Find out more...
What was the Campaign Objective?
To alter the opinion of and behaviour toward recycling, and increasing number of 'Committed Recyclers' by 4% to 67% of English adults.