Zero Waste campaign kicks off with Scots agency trio

Story, Golley Slater PR and Whitespace are launching the Scottish Government’s Zero Waste Recycling campaign today, which will run until the end of January, includes TV, radio, online, outdoor, PR and field marketing.

The campaign’s proposition “Recycle more and give more things another life” is communicated by bringing everyday household objects to life.

Recyclable items, such as cereal packets, egg cartons and glass bottles come to life using a mix of live action and CGI animation.

A 40 second TV ad will show on STV, Channel 4 and Channel 5 Scotland, as well as a 20 second cut down version for STV player and 4OD.

Three 30 second radio ads will be broadcast across all local Scottish radio stations. Outdoor features 96 sheet, 48 sheet and supermarket six sheet ads as well as a lenticular ads.

These all drive people to the website and the campaign characters are also supported with an online presence too.

Roadshows, events, media relations and competitions throughout Scotland are also planned. The campaign targets the Scottish public, focusing on those already with an interest in recycling, but who could do more.

Pauline Lamb, Scottish Government campaign manager commented: “The Scottish local authorities offer a range of facilities to help people recycle their waste easily and efficiently. Our campaign promotes the benefits of recycling more waste, more often, with the ultimate objective of moving towards a zero-waste Scotland.

Dave Mullen, creative director at Story added: “We wanted people to think differently about how they view rubbish. This campaign simply and clearly shows that the contents of a bottle or jar might be finished but the packaging can live on and on in other guises.”

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