Strategic planning, brand development and asset creation to support Antrim and Newtownabbey Borough Council’s harmonisation of recycling services, including the introduction of a new weekly recycling collection using a wheelie box system to aid separation and sorting.

Campaign planning | Design | Content | Print and digital

Project overview

As part of WRAP’s Collaborative Change Programme, we supported Antrim and Newtownabbey Borough Council (ANBC) in planning and delivering communications for a major waste service change: a borough-wide harmonisation in Antrim.

ANBC needed consistent, clear messaging to align services following the merger of its two legacy councils.

 Planned service changes in Antrim (24,000 households):

  • Weekly dry recycling using new 150 litre wheelie boxes

  • Fortnightly residual collections with smaller 180L bins

  • Continued fortnightly mixed food and garden waste collections

Project aim

To deliver a clear, strategic communications approach that prepared Antrim households for the new service, increased participation, supported a smooth operational rollout and reduced contamination.

Our role

CEM created and delivered a full strategic communications plan to support both service rollouts for ANBC. This included:

  • A comprehensive communications plan, implementation schedule and indicative activity costs

  • Development of a new waste and recycling brand and visual identity

    • Tailored launch assets for both areas, including:

    • Pre-launch letters and teaser leaflets

    • Instruction packs and calendars

  • Bin stickers, contamination tags and new hot foils for wheelie boxes and food waste bins

  • Out-of-home advertising concepts, pull-up banners, web banners and social media assets

  • A Stakeholder Briefing Pack to present the plan and timeline to elected members, staff and crews

  • Ongoing consultancy covering logistics, print, distribution and best-practice advice based on previous rollouts

Phased communications approach

We structured the campaign across three clear stages:

  • Pre-launch – letters, teaser leaflets, stakeholder briefings, PR and website updates

  • Launch – instruction packs, vehicle livery, public roadshows, social media

  • Post-launch – thank-you messaging, reminders and contamination education

The rollout was completed in September 2025, with all communications plans and materials successfully issued. The approach has been praised for its clarity and adaptability.

Leaflets to introduce the new recycling collection service

Further leaflets and collection calendars for the new recycling collection service

Outcomes

  • The rollout was completed in September 2025, with all communications plans and materials successfully issued

  • The approach used clear, consistent messaging throughout to aid householder education and engagement

  • The harmonized service and aligned communications will improve operational efficiency over the longer term

  • A full suite of ready-to-use assets and materials was provided to support consistency, recall and recognition