The Recycling Incentive
Mission Statement We aim to combat student’s lack of recycling in Leeds by providing them with visual engaging information.
Facts and Stats ● Recycling rates have plummeted by 38% in Leeds in the last 2 years. ● Student areas like Hyde Park and Headingley have the worst statistics for recycling. ● 8 out of 10 green bins in the Hyde Park area are contaminated.
Feedback from Industry Professionals Reasons for low recycling rates in student areas: ● Recycling schemes differ across the country so students have to adapt to a new recycling system. ● Students living in big houses find it difficult to recycle efficiently. ● Bin pollution is difficult to avoid (passers by often throw general waste in recycling bins).
The Value Action Gap ● People already have the awareness.
● The real problem is the gap between knowing and actually acting.
● Why? - People aren’t seeing the immediate effect of their actions or it as their personal responsibility. The also don’t have the time or the means
Survey Results â—? Over 75% of students said that they had a recycling bin but only 40% of households were committed to recycling
â—? Over 65% of students actively partook in recycling but only 40% of them had housemates that were also conscious about recycling.
Survey Results continued â—? 96% of students were in some way aware of the impact of plastic waste on the planet and in turn their own health.
â—? Over 70% of students said that they would respond best to information received over social media or a creative eco conscious campaign.
The Opt In Sculpture PROS: ● It draws attention to the volume of recyclable waste therefore starting a conversation. ● It is positioned well between student housing/ university and can be moved.
CONS: ● Its aim is unclear. ● It isn’t visually exciting. ● It just tells you to recycle rather than helping you to do it, failing to target the value action gap.
The Leeds City Council Leaflet PROS: ● It is very visual so can be universally understood. ● It provides lots of information so is very informative. CONS: ● There is too much going on generally. ● The white text doesn’t read well against the green background. ● It doesn’t stand out from the rest of your mail - just your classic corporate leaflet.
Our Product ● We are going to design and distribute a series of posters and leaflets around Hyde Park. ● Initially we will release two posters made out of recycled paper and a green bin bag. ● We aim to move away from traditional recycling marketing to create work that doesn’t have a corporate feel.
Expanding Our Campaign ● We will collaborate with Leeds City Council who will provide us with free green recycling bags. ● We would also liaison with Leeds University sustainability service to use their social media presence to boost our own campaign. ● Eventually we wish to expand our field and collaborate with other universities and city councils.
Social media We wish to create a strong social media presence through the use of instagram. This allows us to: ● Reach a wider audience without distribution costs. ● Maintain campaign engagement through ongoing poster releases and updates. ● Connect with the audience by providing them with feedback on their actions. ● Raise awareness and spur conversations about recycling.
Thank you for listening, any questions?