WRAP | Simpler Recycling Toolkit and Assets

Development of an interactive guide, editable templates and support materials to help local authorities ensure their recycling services for kerbside properties and flats comply with Simpler Recycling requirements.

Planning | Copywriting and content creation | Design and templates

Project overview

The Government’s Simpler Recycling reforms will ensure that households across England can recycle the

same materials, wherever they live. The aim is simple: to make recycling easier, reduce confusion and increase recycling rates. 

Under the Environment Act 2021, councils must collect a core set of materials separately to reduce contamination

and support the national target of recycling 65% of waste by 2035. From 2026, all local authorities will be required to

collect the same core materials, providing households with a consistent recycling service nationwide. 

To support this, we worked with WRAP to develop an interactive Simpler Recycling Toolkit and Assets.

Project aim

To create a toolkit that provides editable, downloadable communication assets for different service-change scenarios that support Simpler Recycling requirements. The toolkit will help councils explain changes clearly and consistently, enabling residents to recycle correctly and with confidence while supporting behaviour change.

Recycling leaflets developed to promote service changes

Our role

  • Liaised closely with WRAP to create design concepts for each service change scenario under Simpler Recycling for local authorities, prior to full development

  • Developed the written content for all editable assets and toolkit guidance, including key considerations and top tips for users

  • Produced web content and navigation maps for inclusion on the WRAP website

  • Designed a checklist to ensure WRAP and Defra could provide input throughout development

  • Provided ongoing advice and guidance to help shape the final look, feel and usability of the toolkit

Signage and social media templates developed to create behavioural change

Outcomes

  • An interactive toolkit with editable assets for household kerbside and flats recycling service-change scenarios, supporting the implementation of Simpler Recycling across local authority services and driving behaviour change among households

  • Downloadable information packs for local authorities, including example web content, FAQs, social media posts and press/blog templates

  • All templates are freely available for download and customisation via the WRAP website

  • “Their clear advice, strong design work and thorough approach were invaluable in creating the Simpler Recycling Toolkit. Everything was delivered to a very high standard.”

    - Sally Wilson

    Local Authority Technical Consultant, WRAP