01 December 2010
The Global Green Awards 2010
Our campaign for client Gateshead Council has been shortlisted in the Creativity in Sustainability category for their recent ‘Your New Blue Bin’ campaign at The Global Green Awards 2010. Taking place on December 2, the Awards reward and promote creativity and excellence in marketing, PR and communications.
We created the ‘Your New Blue Bin’ campaign after being approached by Gateshead Council to create a campaign to help change recycling behaviour across the 90,000 households.
The campaign worked across high-traffic outdoor sites in Gateshead including Tyne and Wear Metro, billboards and bus shelters, in addition to local press, digital platforms, and extending through to the vehicle fleet and bin sticker itself.
We also created a series of high-impact stunts to accompany the launch with 250 bins positioned end to end across Gateshead's Millennium Bridge and a group of drummers celebrating the first street to receive their bins.
With the campaign achieving strong recognition across the borough, community engagement activities have had solid foundations to build on. A small team has delivered over 40 roadshows and events at key sites such as IKEA, Gateshead Flower Show, Dobbies, and doorstepped over 10,000 properties to change recycling behaviour.
The results speak for themselves – with the campaign achieving strong recognition across the borough with over 86% readership levels for direct mail, over 14,000 page views for online activity, and over 84% of feedback was positive from the 10,000 households engaged.
Overall, recycling rates have transformed with an increase of 116% which is over double the tonnage being taken. Gateshead Council is considering investing in additional vehicles to service the increased demand.
The campaign has also been shortlisted in the Chartered Institute of Marketing’s ‘Marketing Excellence Awards’, results to be announced on the 15th February – so watch this space!