Hypnocat Encourages Us to Get Recycling for Material Focus

Material Focus (WEEE Fund) tasked december19 to light a movement in key beacon cities to test the impact of media support to encourage householders to recycle their small electrical goods. 

The target audience for the campaign was all adults aged 25-54 in beacon cities Bristol, Norwich, Reading and Edinburgh.

Being resolutely social, we change what we do if we feel the odd one out. december19 identified the role for comms was to spark the sense of a city-wide movement, encouraging the use of kerbside collection, and spreading an understanding of electricals’ true value.

Using the standout ‘Hypnocat’ creative, december19 built a feeling of ‘collective change’ by surrounding communities with localised social and physical media. 

december19 reminded its target audience at key trigger points when it is most convenient to recycle; spring cleaning, DIY-driven bank holiday weekends and back to school in September, key consumption periods during Black Friday and Christmas too.

Radio, promos, bus supersides and six-sheets blanketed local areas. Facebook, Youtube and Instagram wove Hypnocat into local conversations. Door-drops provided a physical reminder to nudge the audience at home. 

Varying combinations of the Bristol media plan ran successfully across Edinburgh, Norwich & Reading; and gave december19 learning on the optimum channel mix to adopt in further cities as nationwide rollout gets underway for 2021.

The campaign launches on radio, OOH, print and social. Outcomes of the campaign include 60% tonnage uplift in electricals recycled and 40% increased awareness in beacon cities.