The Norfolk Waste Partnership (NWP)



The NWP runs waste and recycling related communications and outreach programs for councils across Norfolk.

A problem the councils face is that well-meaning residents put wet, dirty or bagged items in their recycling bins, unaware that these can often lead to the whole bin load being rejected at the plant due to contamination. In order to address this, we worked with the NWP on campaign to improve awareness of recycling rules across the county.



Council campaigns traditionally play it quite safe both visually and in their messaging, but with just moments to catch a resident’s attention we wanted to take the opposite route and bring a little more private sector risk into the branding.




We approached the project with a focus on behavioural change, using a mix of humour and psychology to create bold communications that aimed to motivate residents to modify how they approached waste disposal.






We took a budget of just a few pennies per Norfolk household and squeezed as much out of it as we could, engaging in a variety of activities to increase the reach and impact of the campaign. These ranged from a county-wide mailer, to large format outdoor graphics. We even managed to persuade Norwich council to lend us a vacant shop for a pop-up window display.





Initial feedback on the project has been strong, and the branding will form the basis for future recycling campaigns.


Work areas: Branding, Illustration, Art Direction, Copywriting, Advertising, Exhibition + Print