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Engaging millions of citizens in sustainable behaviour change

When the UK recycling rate was down at 12% and there was little positivity about recycling amongst the public, the Waste and Resources Action Programme (WRAP) asked for our help to get under the skin of recycling attitudes to change behaviours at the national level. Our core thought was to position recycling as an integral and enjoyable part of everyday activities. We developed the ‘Recycle Now’ programme and a new national recycling brand identity to do just that.

The national recycling identity we created – the recycle loop – is an emotionally engaging brand that embodies the positive nature of the activity. It shows people that the simple act of recycling a drinks can or a newspaper feels good and does good.

Our family of supporting campaign icons provides consumers with nationally consistent guidance on what can be recycled where, while leaflets, signage and other templated materials help local authorities to highlight the ease and value of recycling.

Recycle Now has helped to transform the UK’s attitude to recycling, contributing to a major, sustained uplift in the amount we all recycle. The national recycling rate has nearly quadrupled to more than 45%. The recycle loop is now a universally recognised symbol that features on millions of products and signs across the nation. And perhaps Recycle Now’s biggest legacy to date is the 32 million people – almost two-thirds of the adult population – who now class themselves as ‘committed recyclers’.