Keeping out the trash

Despite the majority reporting that they recycle habitually, the recycling rate had plateaued at 45% in Scotland. Coronavirus, unsurprisingly, compounded the issue but more worrying, was the potential for recycling habits to slip long-term, overturning earlier progress.

Combining behavioural science with astute audience insights, our campaign reinvigorated recycling efforts and nudged us closer to achieving Scotland’s sustainability goals.

The campaign exceeded all SMART objectives and crucially encouraged more dwell time with our online recycling sorter tool.