I am excited to see Recycle for London’s new ‘Just one thing’ campaign launched this week by the Mayor of London to boost recycling in the capital. Challenging Londoners to think of ‘Just One Thing’ they can do to improve their recycling could work particularly well for residents living in flats. Typically flats recycling rates lag well behind kerbside properties, and simplifying the message and getting residents to think about one thing they can do seems realistic for people living in flats.
Our experience working with Boroughs in north, south, east, west, and central London, is that setting easy and achievable aspirations for flats is important. Jump (Local Green Points) has just won a contract with Hammersmith & Fulham for a communications campaign focused on estates and will be running an inter-estate recycling challenge which will mix community incentives with prizes for top recyclers – simple communications and easy-to-reach targets will be core to the project in keeping with ‘Just one thing’.
As Recycle for London points out – if every Londoner recycled one more glass jar a week we would save half the weight of the glass on the Shard! This kind of messaging is what makes recycling real to people…
| Graham Simmonds Managing Director Jump (Local Green Points) |
