Previous campaigns had delivered promising results in the AB sector, this WRAP Recycle Now campaign aimed to target the rest of us. The strategy was to use 'Daily Interruptions' which are subtle and only push for small changes in everyday behaviour. What's on TV magazine is the perfect daily-deliverer to a mass audience, a six month programme of daily bespoke ad spaces was arranged with them, enhanced by online presence. The campaign was a huge success with 'Committed Recyclers' increasing to 69%.
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