Case Study: ANSA reduces recycling contamination and boosts recycling rates with C21 Creative Communications

ANSA cuts recycling contamination from 21.68% to 8.51% with C21 Creative Communications

ANSA, a waste and recycling services provider for Cheshire East Council, faced a challenge with residents incorrectly placing items like black bin bags into recycling bins, which contaminated the waste stream. The vendor, C21 Creative Communications, was tasked with creating a campaign to educate residents on proper recycling without discouraging their efforts, aiming to foster more environmentally friendly behaviors across the borough.

C21 Creative Communications developed the "Leave it Loose" campaign, a simple and multi-channel initiative that used leaflets, bin stickers, vehicle graphics, and a dedicated Twitter hashtag to reach 165,000 households. This solution successfully drove a significant change in habits, with the average contamination rate dropping from 21.68% to 8.51% and the overall borough recycling rate increasing from 54% to 57%.

ANSA