As part of the Welsh Government’s drive to become a zero waste nation by 2050, it has introduced a number of initiatives and legislative changes, the latest being the Workplace Recycling Law which came into force in April 2024.
The law ensures all Welsh businesses, charities and public sector organisations sort their waste for recycling, as is already the case in domestic homes across Wales.
Our Approach
Our brief was to create a public information and awareness campaign to inform business owners and workplaces of the imminent law change and to educate them on what they need to do to prepare. The campaign needed to be eye-catching and adaptable for different industries and workplaces, as well as working across a broad range of media, from TVC to radio advertising, targeted digital advertising, and strategically placed OOH and press advertising.
Wales is famous for being a proud nation. So, in order to engage with workplaces of Wales and encourage them to adopt a proactive attitude towards the workplace legislation we needed to tap into this national pride. Welsh industry is made up of powerful and diverse businesses, charities and public sector organisations that contribute towards a strong Welsh economy. We wanted to harness this national pride by communicating that whether you’re a one-man band, an independent or a large corporation, everyone has the power to make a difference, working towards a greener stronger economy that they can be proud of. This culminated in a national rallying cry ‘Workplaces of Wales. Let’s get recycling sorted.’
Brought to life by showing each sector doing their bit and working towards a greener Wales, with each execution capturing the individuality and character of Welsh industry in a quirky and patriotic way. The advert also educates people on the various waste streams and bins that can be used and our audience were directed to a campaign landing page to find important guidance and support.
Results
Our three core objectives for this campaign were based on awareness, preparedness and support for the law change.
We met our primary targets, reaching 80% awareness amongst businesses (SMEs) for the new workplace recycling legal changes, as well as 80% of businesses feeling they were informed of what they needed to do to prepare for the upcoming law. We also maintained support amongst our business audience, with 75% remaining in favour of the law, rising to 81% for those who work in the Public and Third sector which make up a large proportion of the workplaces in Wales.
