Veolia Environment is a world leader in environmental services. With over 270,000 employees, the company has operations all around the world and provides tailored solutions to meet the needs of municipal and industrial customers in four complementary segments: water management, waste management, energy management and passenger transportation. Veolia Environment recorded revenues of £17.5 billion in 2005.
Veolia approached us to create an outdoor media campaign to raise awareness of paper recycling in various areas of Sheffield with a high proportion of ethnic minorities. The goal was to encourage the public to recycle their paper and card using the blue bins provided by the council. The campaign was made difficult by the fact that the target audience might not have English as a first language.
From an initial variety of a strong concepts, a strong typographic route was selected, using a large, bold font. The message did not necessarily need to be particularly creative, but it had to get the message across, including attracting the attention of passing vehicles. We used
the headlines ‘Fill it’, ‘Use it’ and ‘Feed it’, and replaced the letter i with a picture of the bins with an open lid, as if they were waiting to be fed. The finished campaign was a cleanly executed piece of design which was certainly hard to miss.
The campaign was a hard task, but we achieved the campaign objective developed through earlier market research. The measurement was positive and awareness was increased. This helped to enabled Veolia to reach their overall recycling targets across Sheffield, and the campaign was deemed a great success.
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