Welsh Government | DDRS Alliance | WRAP | Powys County Council
Campaign design, delivery and implementation for Wales’ flagship digital deposit return trial, working with local retailers to promote a web-based app to give cash rewards to residents for recycling specific drinks containers.
Strategic planning | Stakeholder engagement | Campaign implementation | Design | Print | Distribution | Campaign management
Project overview
This flagship trial in Brecon, Wales aimed to understand public preferences for returning drinks containers including glass, metal, plastic and cartons when offered multiple return options including:
Kerbside recycling collections
Automated return points and community bins located across the town
Over-the-counter returns through local retailers
Unlike traditional deposit return schemes, the trial used digital technology.
Participants scanned containers using a web-based app and could reclaim deposits through kerbside collections or choose a 10p reward for items returned via machines or retailers.
The trial tested a more flexible and convenient alternative to conventional deposit return systems.
Project aim
To provide strategic communications consultancy and design support, delivering a campaign to raise awareness, engage stakeholders and support the smooth implementation of the trial.
Adshel posters developed to promote the campaign
Our role
We worked with campaign partners to develop and deliver a comprehensive communications approach which included:
Creating a campaign identity, supporting guidelines and templates.
Developing the communications strategy, campaign plan and implementation schedule.
Designing and producing campaign materials including app content, welcome pack, posters, product label stickers, community bin and automated return point branding, adverts and social media imagery.
Preparing a stakeholder briefing pack.
Drafting web and social media content.
Managing print production and distribution of assets.
Brand guidelines developed for campaign consistency
Outcomes
Over 18,794 rewards claimed, averaging more than four per household
58% of returned containers came through household kerbside collections the preferred option
97.6% capture rate for at-home returns into the recycling stream
56% of participants surveyed said they would recommend the scheme in the future
The trial demonstrated the potential for the integration of digital deposit return with kerbside collection services and drive meaningful behaviour change.
