TBWA\Manchester promotes bulk waste removal

The ‘Smarter to Click’ campaign looks to assure people that they will get an efficient and quick service online and will run across press, radio, outdoor, online and ambient.

TBWA\Manchester was appointed to work with CLG (Communities and Local Government) by the COI.

Dr Peter Blair, head of the Take-Up Campaign for CLG, commented: “The campaign reassures local residents that any recycling query can be handled online and aims to convert phone calls to clicks, with the online service proving a simple solution to the problem. The toolkit will help councils across England who would like to use the creative material locally. This includes pioneering use of email marketing in the UK Government context.”

The toolkit includes creative materials and advice on how councils can localise and personalise the campaign to their own areas. A accompanying brochure will explain the background to the campaign alongwith all the elements and guidelines on how best to use them to keep the creative consistent and effective. A disc will include all the creative materials required for the campaign, from radio and press through to streetliners and web buttons.

Fergus McCallum, CEO of TBWA\Manchester said: “Dealing with a general mindset that people prefer speaking to people to get their queries dealt with, the campaign aims to change behaviour. To ensure this can work in different areas, the toolkit houses the campaign materials that are adaptable and flexible enough for a variety of local councils to use and get the message across in their local areas.”