You should know that Wales is 2nd best in the world for recycling.

Wales Recycles
Campaign and character creation

Wales is a global leader in recycling. In collaboration with WRAP, we launched The Mighty Ones, a campaign built on the idea that food has both personal and collective value.
A bilingual campaign (Welsh / English), part of a cast of food characters built to make recycling feel personal rather than preachy.

Side note: This led to more character work with the England Recycles team.