Recycle for Richmond

Richmond’s fresh Recycle for Richmond campaign has shown how clear, creative communications can support better recycling behaviours and encourage residents to take simple action at home.

The campaign focused on improving recycling habits and reducing the amount of recyclable material going into residual waste. It ran across website and social media channels and included weekly updates, local stories, and practical reuse and recycling advice.

Residents involved

Residents were encouraged to get involved, by sharing favourite recycling tips, stories, or reasons for recycling, and their help inspire their neighbours to do their bit. The campaign also celebrated Recycling Champions from every town in Richmond.

Paid advertising reached over 100,000 accounts and generated almost 400,000 impressions, while 10 emails achieved 115,000 opens, 6,200 click-throughs and an average open rate of 66%, well above the UK public sector benchmark.

Waste data points to positive behaviour change too, with food in residual waste down by 18%, food recycling tonnage up by 12%, and the food waste recycling capture rate increasing from 18% to 24%.