WRAP Cymru
A Sustainable Future
Challenge
WRAP is a global non-government organisation aimed at fostering planet sustainability and tackling the climate crisis. Working around the globe with governments, businesses, and citizens, WRAP’s mission is to make the world a more sustainable place. WRAP Cymru is the Welsh arm of the business and focuses on the needs of the Welsh population. Wales is leading the way in recycling, with 95% of its population regularly using the service and recycling 65% of waste, ranking 3rd globally. The Welsh Government has set ambitious targets of 70% recycling by 2025, 80% by 2030, and becoming a zerowaste nation by 2050.
WRAP Cymru have identified that with 90% of people recycling most dry household waste, there were little gains that could be made within this area. However, with 22% of people not using their food waste recycling service, this was clearly where the biggest gains could be made. In addition, because local authorities in Wales send their food waste to Anaerobic Digestion plants, this food waste can be turned into renewable energy. This provided WRAP Cymru with the perfect opportunity to educate and motivate behaviour change. WRAP Cymru approached Golley Slater Media with a new campaign requirement. We needed to motivate existing users to recycle more food and inspire non-users to start using the service.
Solution
Partnering with WRAP Cymru’s creative consultancy Radley Yeldar, our campaign looked to reach 18 to 50-year-olds in Wales and encourage them to start recycling food or recycle more food than they had previously, by providing them with the educational ‘why’, and ‘food waste will help to power the nation’. Throughout our strategy planning phase, we identified that our target audience are high consumers of online, social media (namely Meta) and digital audio. We combined this insight with the understanding that contextually placed creative will engage the audience at key times when they are thinking about, or in the process of food preparation. This provided us with the opportunity to capitalise on a relevant and interested mindset and inspire action in the moment. The introduction of prevention messaging along with influencer-led content was delivered throughout the full media mix, which included audio, social media, programmatic display, YouTube video, and social placements via BBC Good Food.
Results
The campaign reached over 1m 18-50-year-olds in Wales, which equates to 85% of the total target audience, who would have seen the campaign 5.48 times.
Following WRAP Cymru’s post-survey campaign results we can also see that:
- 26% of people in Wales recall seeing one of the campaign’s creative and influencer videos.
- 59% of people saw content about food waste recycling or food waste prevention.
Almost 90% found the campaign engaging, relatable and motivating. - The brand recall for social media was 43% and for online 42%.
In addition, of the people who claimed they saw the campaign, 56% of them reported doing something differently:
- 41% said they are throwing less food in the general rubbish bin.
- 50% said they are using up more ingredients in meals that would have otherwise gone to waste.
- 63% felt more motivated to use their food waste collection service.
These statistics have surpassed WRAP Cymru’s internal targets for 2024.
Creative concepts and execution provided by Radley Yeldar (RY).