Case Study: WRAP creates a new generation of recyclers with Radley Yeldar

WRAP motivates 80% of parents to improve recycling habits with Radley Yeldar

WRAP, a UK-based sustainability organization, faced the challenge of engaging the public, particularly hard-to-reach parents, to improve recycling habits nationwide. They partnered with the agency Radley Yeldar to create a transformative campaign called 'The Big Recycling Hunt'.

Radley Yeldar's solution was to embed the campaign within communities by mobilizing strategic partnerships with local authorities and brands. A key innovative element was an educational intervention that reached over 126,000 primary school pupils through interactive activities, turning children into recycling advocates for their families. This strategy delivered impressive results: over 161,320 Recycling Locator searches were made during Recycle Week. Critically, the campaign drove widespread behavior change, with 60% of parents learning new recycling facts and 80% motivated to improve their recycling habits.

WRAP