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Recycle for London taps into digital generation

Agency: Incentivated 

Client: Recycle for London

Recycle for London has launched this innovative new digital campaign to encourage
Londoners to think before they throw away their rubbish and to feed their recycling habit instead.

This is the first time that such technology has been used for a public sector campaign.

The campaign is responding to the digital generation and putting the recycling message directly into people’s hands with a mobile phone game.

The game, which has been translated for mobile phone use by London-based mobile marketing agency Incentivated (, challenges the user to starve their hungry ‘evil bin’ by catching all recyclable materials in a green recycling box.

Players score points for every item caught, but if the evil bin eats three items which should be recycled it’s game over.

The game has been built as a Java application. By texting BIN to 62967 players receive a link to a mobile internet site where they can download the game, ringtones, a mobile wallpaper and the 30-second ad. iPhone users can download the game from the Apple Store.

The iPhone version uses the handset’s gyroscope: by tilting the phone left and right, the player moves the bin left and right. All users can forward the game to friends.

Despite recent reports of a downturn in the market for recycled materials the Mayor is confident that the recycling market will recover. Over 60 per cent of the rubbish we throw away can actually be recycled and yet Londoners on average are recycling 20% of their waste.

Boris Johnson, Mayor of London and Chair of the London Waste and Recycling Board said, "In London we throw away so much rubbish that could actually be recycled - it is an important resource which is simply being chucked away. I am very excited that the new Recycle for London campaign is using innovative technologies to boost recycling and my message is to starve your bins and recycle, recycle, recycle."

For the first time, the Recycle for London campaign will feature in TV adverts, in addition to radio, press and online adverts and bus and Tube posters.

The campaign is funded by the London Waste and Recycling Board, which is chaired by the Mayor. The London Waste and Recycling Board has a budget of £84 million to deliver funding to boost recycling and ensure London's waste is managed sustainably, with minimal damage to the environment.

The media campaign was planned and bought by Mediaedge:cia (MEC).

The activity follows on from the initial burst of activity pre-Christmas for the Greater London Authority to develop The Bin character further.

The character, used previously in a game to promote recycling in London, will be voiced this time and will appear in adverts featured on pre-rolls on as well as on TV and activity on Capital Radio.

MEC Interaction has also negotiated for the video ad to run on user homepages of Facebook’s Green Cause Cluster in London, an audience defined by their ‘Green’ page content and interests.


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