Case Study: #RecyclingHero – An Environmental Behaviour Change Campaign
Marks & Spencer and British Glass agreed to work together to promote consumer glass recycling. Third Rock were asked to propose a campaign that communicated key messages about the importance of glass recycling and to encourage consumers to recycle more glass. The activity was a pilot for possible future similar actions and was run in partnership with Leeds City Council.
What We Did
We created the #RecyclingHero campaign, which involved a competition inviting consumers to take selfies or photos of their friends/family recycling glass bottles or jars at glass banks and post them on social media. The best five photos would win a prize. This was supported by direct mail and instore leafleting, PR activity, plus an instore pop up stand at a selected M&S store. Complementary jute bags were handed out to shoppers to encourage them to bring back their empty glass packaging to be recycled.
295,206 tonnes of glass were captured during month of May (the period including and immediately following the campaign) in the area of Leeds where the campaign was run. This was the largest weight recorded within the area for the month of May for four years.
PR coverage for the campaign reached nearly ¼ million people at 244,001 with hits on Made in Leeds TV, BBC Radio Leeds, the Yorkshire Post and a popular local blog. Social media scored highly too, with over 146,000 reached through standard Facebook posts, videos and x 3 regionalised ads. 1,867 viewers clicked through the ad to reach the Friends of Glass website. Instagram posts reached 724 and recruited 30 new fans. On twitter, 14 tweets reached 14,392 people. The most popular tweet which featured #RecyclingHero scored a reach of over 3,000.
Feedback from the M&S store customers was very positive, and the new glass banks proved so popular that the store manager decided make their installation permanent.
“We’re delighted with the fantastic results the campaign with Friends of Glass and Leeds City Council has achieved highlighting to our customers just how easy glass is to recycle”.
Laura Fernandez, Senior Packaging Technologist, Marks & Spencer
Case Study: BroomPower – A community hydro-electric scheme in the Scottish Highlands
The scheme’s organisers, staffed entirely by volunteers from the community, needed to raise £900,000 in order to build and run the hydro. With the deadline approaching and only just over £200,000 raised, Third Rock Communications offered to help gain national publicity for the fundraising effort as a pro bono project. The task was to highlight the investment opportunity to potential investors and encourage participation.
What We Did
We used our journalistic capabilities to unearth suitable and interesting angles for the Scottish national media. One of the most notable angles was the fact that Scotland’s first hydro-electric plant (in the late 1890s) was on the same site where the new hydro would be built. This, along with other facts were used to create compelling copy for the Scottish media. We were then able to secure national media coverage to generate publicity for the scheme. In the final week before the investment opportunity closed, a further story was issued highlighting the opportunity for investors, the community and the environmental benefits offered by the scheme. The target was reached 3 days early and a final success story was issued.
The national media coverage ensured the BroomPower share issue was brought to a wider audience and is believed by the Directors to have been instrumental in helping attract investors to the scheme. Coverage secured by Third Rock was achieved in The Scotsman (circ 26,283) twice, the Sunday Herald (circ 32,204) and BBC online (UVM = 23.4m). Photo Credit: Neil Gerrard