Be the BIG difference to recycling in Cheshire East
Cheshire East Council needed to prepare residents for significant changes to its recycling and waste services, including weekly food waste collections and a move from fortnightly to three-weekly general waste collections.
The campaign needed to explain what was changing, encourage better recycling habits and build trust in the new services. With a limited budget and an audience spanning the whole borough, the communications had to be clear, accessible and carefully targeted.
Changes to established household services can easily feel confusing or inconvenient. The challenge was to communicate a large amount of practical information without overwhelming residents or making recycling feel like another burden.
Fluid created the campaign idea Be the Big Difference. Recycle Right! The positive, empowering idea placed residents at the centre of the campaign, showing how small everyday actions could make a meaningful collective difference.and empowering approach was designed to help people feel informed, supported and in control.
We created the marketing plan and developed a flexible campaign identity that could support different messages throughout the service-change programme.
Each asset used straightforward messaging and bold, consistent visuals to help residents understand what was changing, what belonged in each bin and where to find further support. Fluid managed the campaign throughout, coordinating the creative development, translation, print production and rollout across multiple formats and audiences.
