Brand Marketing to Cause Real Behaviour Change

Challenge
Merseyside Recycling and Waste Authority (MRWA) sought to boost public awareness of the recycling process across the Liverpool City Region. They needed a campaign that not only increased traffic to their Recycle Right website but also encouraged reflection and curiosity about what happens after recyclables are placed in the bin. With a core audience spanning six boroughs and diverse age groups, the challenge was to create a multi-platform campaign that was educational, highly visible, and capable of resonating with a broad demographic, while delivering measurable engagement at key moments, including Recycle Week and Global Recycling Day.

Solution
We designed and delivered a six-month integrated digital and audio campaign spanning Meta (Facebook and Instagram), Google (Search and Display), Spotify, and Global Radio. Using a mix of static, video, carousel, and audio formats, we developed a creative strategy centred on the question: “Do you know how to recycle right?”

We strategically weighted activity to peak during Recycle Week and Global Recycling Day, aligning the campaign with natural moments of heightened public interest. Creative assets visually mapped the recycling journey in the Liverpool City Region, ensuring content was both educational and easy to engage with. Calls to action directed audiences to the Recycle Right webpage, balancing site traffic generation with educational awareness. All available placements were utilised to maximise reach across mobile and desktop platforms.

Impact
The campaign significantly outperformed expectations, achieving over 12.6 million impressions – six times the original target of 2 million! Meta alone delivered 5.8 million impressions and 5.6 million video views, with Google contributing a further 5.2 million impressions and more than 5,000 engaged site visits.

Audio placements on Spotify and Global Radio achieved 1.3 million impressions, reinforcing key messages during peak listening times.