London Borough of Redbridge
Optimising residual waste containment
Services: Campaign | Design | Video | Social Media
The provision of wheeled bins for rubbish would, you might think, be welcomed with open arms. And, thanks to the supporting communications provided by Mobius, that was indeed the case for the vast majority of Redbridge residents.
But, as the new service was rolled out across the whole borough, quite a few people reported struggling with what they believed to be restricted residual waste capacity and overly harsh rules of use.
Studies showed that the root cause of this was high levels of otherwise recyclable material going in the rubbish bin and an excess of food waste.
To address this, we created a programme of intervention communications. Centred around social media, this comprised a series of static posts along with videos including a short film that showed two sides of the same character – one wasteful, much to the disdain of his put-upon partner – and one; wonderful, buying only what he needs and preparing food with perfect portions.
