In a move to encourage English residents online to solve questions about recycling and bulk waste removal, the CLG (Communities and Local Government) has launched an integrated campaign to support all English councils.
Following the successful pilot campaign across 10 councils in Greater Manchester, a toolkit has been mailed out to all English councils to support them in implementing the campaign at a local level, should they require it.
The campaign, devised by TBWA\Manchester, carries an empowering message advising consumers that it’s ‘smarter to click’, assuring them that they will get an efficient and quick service online. Elements of the campaign span across press, radio, outdoor, online and ambient.
Talking about the campaign, Dr Peter Blair, Head of the Take-Up Campaign for CLG, commented: “The campaign reassures local residents that any recycling query can be handled online and aims to convert phone calls to clicks, with the online service proving a simple solution to the problem. The toolkit will help councils across England who would like to use the creative material locally. This includes pioneering use of email marketing in the UK Government context.”
The toolkit - an intriguing DM box, with a recycling bin-style lid - encloses creative materials and advice on how councils can localise and personalise the campaign to their own areas. A brochure explains the background to the Take-Up Campaign, showcases all its elements and guidelines on how best to use them to keep the creative consistent and effective.
A disc holds all the creative materials required for the campaign, from radio and press through to streetliners and web buttons.
Fergus McCallum, CEO of TBWA\Manchester said: “Dealing with a general mindset that people prefer speaking to people to get their queries dealt with, the campaign aims to change behaviour. To ensure this can work in different areas, the toolkit houses the campaign materials that are adaptable and flexible enough for a variety of local councils to use and get the message across in their local areas.”
The toolkit includes unique ideas and materials to maximise media channels in influencing people at the most opportune moments. For instance, bulky waste executions being placed outside furniture stores and street art that supports the creative concept of ‘absence of problem’ perfectly, with a ‘refacing’ technique being used to clean away the dirt from walls and pavements in order for the creative, message and URL of the campaign to be seen.
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