Magazine article Management Services

"When You've Read It, Recycle It!" Campaign Success

Magazine article Management Services

"When You've Read It, Recycle It!" Campaign Success

Article excerpt

Project Integra's recent "When you've read it, recycle it!" campaign to encourage Hampshire residents to recycle more newspapers and magazines, has been officially declared a success!

The campaign was supported and sponsored by Hampshire Waste Services Ltd and Aylesford Newsprint Ltd.

An analysis of the results of a wide ranging and comprehensive research programme conducted by Project Integra in 1999, showed that 50% of newspapers and magazines which could be recycled, were being landfilled.

The campaign set out to raise awareness countywide and to target communications at commuters in a pilot area in the northern region of the county. This was identified in the 1999 research study, as being an area of low awareness of magazine recycling in particular.

The strap lines "When you've read it, recycle it" and "It's not rubbish, recycle it!" were used to point out that newspapers & magazines, along with other recycleable materials, should be seen as a resource, not waste. The campaign also emphasised the environmental and financial cost of putting them in with the general rubbish to be landfilled.

Thanks to support in publishing articles and features, from the press in Hampshire and from radio, bus shelter and railway station advertising and bin stickers in two districts in the north, the message has been successfully delivered.

Results from a market research survey, carried out on 500 residents in Fleet, Farnborough, Aldershot (exposed to all parts of the campaign), Basingstoke (exposed to all except bin stickers) and Bishops Waltham (exposed only to the countywide part of the campaign) showed that 43% of people questioned had heard of the campaign, half of them judging it effective. …

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