Overview

On 6 April 2024, Welsh Government introduced a new law requiring all workplaces to separate their waste for recycling and arrange for it to be collected.

Grasshopper supported the new legislation changes by working with SBW Advertising on the development of an integrated PR, marketing and advertising campaign which secured a Gold CIPR award under the Climate Action category.

Grasshopper was tasked with:

• increasing awareness of the new law from 15% to 80% with SME’s, public sector and third sector organisations
• ensuring SME’s, public sector and third sector organisations are more informed and prepared

What we did

The campaign capitalised on the current high levels of support and pride around recycling in Wales, positioning workplace recycling as the natural step of progression towards making Wales the best recycling nation in the world.

Grasshopper worked with advertising agency SBW to create an integrated, collaborative and impactful digital marketing and PR campaign.

Producing a collection of written case studies, news releases and advertorials in support the campaign, Grasshopper secured coverage with trade, regional and national media outlets.

Case studies and best practice were further shared through a podcast and virtual discussion in association with Business News Wales.

This campaign was augmented by securing coverage in brochures and delegate packs at business events taking place across Wales.

Outcome

The campaign achieved its target of 88% awareness among SME’s, with a 71% increase vs prior to the campaign start in April 2023. It also achieved a 97% awareness of the new law among public and third sector organisations, with an increase of 66% compared to April 2023. While also achieving 75% of SME’s reporting feeling prepared for the change, an increase of 12%