CASE STUDY
WRAP Cymru -
Be Mighty. Recycle: Don’t Feed the BinEngaging families on the importance of food waste recycling in Wales
CAUSE:
In Wales, a quarter of the bin is made up of food waste, and 80% of that could have been eaten.
CAMPAIGN:
Campaign: So we created a simple call to action for our audience: Don't Feed the Bin! On launch day we took ITV to a local school with our ambassador Matt Pritchard (who even dressed up as Gwyn the Bin) to help the kids learn about food waste recycling. The kids also met Cari the Caddy, and learnt all about the non-edible food items that can be put in their own caddies at home. They engaged with the campaign collaterol we created, including a Don't Feed the Bin mural and a range of stickers with characters from the campaign creative. We also engaged four Welsh influencers to create recipe content for their Instagram and TikTok channels, including Cardiff Mum, Gaz Oakley, Chris 'Flamebaster' Roberts and Nicole Cokle. This content was designed to help us deliver those messages and inspire our key audiences.
IMPACT:
26% of adults in Wales engaged with the campaign, with 56% inspired to do something differently as a result, showcasing the impact of this campaign as a vehicle for behaviour change. We secured a media reach of 17.4m over 6 pieces of coverage, including ITV, BBC and S4C. Our influencer content gained almost 300,000 video views and almost 8,000 engagements, with above industry engagement rates on both Instagram and TikTok.
DO YOU HAVE A
CAUSE TO CHAMPION?Are you a business looking to support a cause that aligns with your brand? Are you an individual who wants to right a wrong, but don’t know where to start?
If you are looking for an impact agency that puts your cause at the heart of all you do, then you need to speak to us.
Our collective of communicators will help your cause be seen, heard and felt.