Case Study: North London Waste Authority reduces single-use plastic with Shape History

North London Waste Authority cuts single-use plastic with Shape History, reaching 2 million commuters

North London Waste Authority (NLWA) faced the challenge of reducing single-use plastic waste in the Barnet borough, where residents often forgot reusables and were unaware of where to use them. Partnering with Shape History, NLWA utilized their services in behavioral research, strategy, and purpose advertising to understand the drivers behind this plastic-heavy behavior and develop a communications campaign.

Shape History implemented a borough-wide campaign called Bring It, Barnet, which used out-of-home activations, targeted digital ads, and business integrations to remind and educate residents. The campaign reached an estimated 2 million commuters. While a full evaluation is pending, key insights revealed that 77% of locals wanted to reduce plastic and stood to save over £4,881 annually by switching to reusables, significantly reducing their carbon footprint.

North London Waste Authority