Veolia 'Tower Hamlets'
Client: Veolia
Discipline(s): B2B
Ideas Matter
Veolia has an 11- year contract with Tower Hamlets Council to provide refuse collection, recycling, street cleansing and winter maintenance services. With this contract comes a responsibility to ensure that the 256,000 residents understand the importance of recycling, recycle more and recycle correctly. Tower Hamlets is one of the UK's most culturally dynamic and diverse areas, but there are some unique challenges and opportunities that impact communications with as many as 110 different languages spoken within the borough and not everyone speaking English. Our task was to deliver a creative campaign that overcame all of these obstacles and encouraged residents to recycle.
Results Matter
The campaign has been extended due to its success. Specifically, comparing recycling results for the first four months of 2011 vs. 2010 shows the positive impact of the campaign. From January to April 2011 an additonal 234.12 tonnes of material was recycled by the council compared to the same period in 2010. Fewer and fewer residents' bins were rejected due to contamination (a decrease of 29.19% in April 2011 vs. April 2010), while the number of truckloads rejected at the recycling facility due to contamination also dropped by 24% during the campaign.
