Can children influence parents to recycle?

Recycle Now
Social impact campaign

Recycling is complex. There are frequent updates and law changes. It’s no wonder most wonder if it will even make a difference. With recycling, we know real impact comes from actionable engagement.

We aimed to transform children into enthusiastic advocates for recycling within their families, bridging the gap between classroom lessons and real-world environmental action.

This initiative focused on creating deep, actionable engagement through strategic partnerships with Local Authorities and brands and an innovative educational intervention.

It wasn’t me behind the big idea. I joined Radley Yeldar midway and helped develop the campaign messaging and produce socials and the toolkit. I focused on ensuring the message was clear, motivating, and directly tied to local action.

Through actively disseminating campaign materials, I wrote the messages and copy tailored to the audience to inspire action across the population, not limited to parents alone. 

The strategy of children being key influencers was effective, with 60% of parents learning new recycling facts and 80% motivated to improve their recycling habits, resulting in widespread behaviour change across communities.