#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