Wales Recycles

Behaviour change campaign

Wales is already a global leader in recycling, but what if we could take it even further? Could we increase food waste prevention and recycling even more nationwide?

In collaboration with WRAP, we launched ‘The Mighty Ones’. We created this campaign based on the idea that food has personal and communal value.

Did we do it? We found that a staggering 57% of Welsh citizens welcomed change, with over half using more leftovers and nearly half reducing their food waste. It wasn’t just a campaign but a movement toward a more sustainable future.