Leeds By Example

Objective

Raise awareness and encourage recycling of on-the-go packaging among people in Leeds city centre.

Approach

In the UK, millions of on-the-go items like plastic bottles, cans, and coffee cups go unrecycled. Leeds By Example (LBE) is a pioneering campaign to improve on-the-go recycling through testing new interventions and bold messaging. The target audience was city centre residents, workers, and students, especially the 18-25 age group.

Result

• I created a simple, colourful brand with local messaging like “empty plastic and cans, nowt else”.

• 124 new recycling points were introduced, including on-street plastic and can recycling bins and recycle reward machines.

• Engaging activities included the Re-Cycler bike offering rewards, a park-let made from recycled plastic, and bubble bins.

Impact

• Recycling rates nearly doubled, from 17% to 32%.

• 65,000 cans, 55,000 bottles, and 600,000 coffee cups were recycled.

• The #LeedsByExample campaign reached 4.6 million people, with 82% recall and extensive media coverage.