Forster Communications has been chosen by Recycle for London to help increase domestic recycling rates in the capital city, following a competitive pitch.
Recycle for London is a consumer campaign, which delivers both London-wide comms and borough level support to encourage behaviour change amongst London residents.
Forster has been briefed to help ensure all London residents have the information they need to recycle the right things, in the right way. The aim is to increase awareness and participation across the city in order to contribute to higher recycling rates, with the overall goal of helping local authorities achieve 50% recycling by 2020.
The first campaign will launch during Recycle Week, which takes place from 12 to 18 September, and will focus on raising awareness of recyclable items in the bathroom. The campaign will involve traditional media relations alongside on-the-ground activity to drive engagement with messaging in key London boroughs.
Further activity and focus areas are planned across the year to cover a range of recyclable materials.
Ali Moore, campaign manager for Recycle for London, said: “We’re excited to be working with Forster, which brings strong experience in behaviour change campaigns. With its creative support we are confident in delivering an engaging and impactful series of campaigns to encourage Londoners to recycle not only more frequently but also in the right way.”
Peter Gilheany (pictured), PR director at Forster Communications, added: “Recycling is one of those areas where we need to constantly refresh people on its importance and relevance and inspire them to do more. Recycle for London is a great fit for us as they are really open to new ideas for how to do that, and we look forward to working together to help increase awareness and engagement across London. We are relishing the challenge of coming up with new fresh ways to get Londoners thinking and acting more on recycling.”