Global Recycling Day
A national digital campaign built around one clear action
Overview
A behaviour-led digital campaign created with Mpact to use Global Recycling Day as a moment to shift recycling habits across households and collectors. I developed the concept, visual direction and message hierarchy for the system. The film was shot, directed and edited by an external freelancer, working within the visual language and structure I created. The goal was simple. Help people get recyclables to the right place.
The Challenge
Recycling volumes across the Mpact value chain were under pressure. Households were consuming less, fewer recyclables were entering the system, and many communities lacked clear guidance or consistent infrastructure. Collectors and suppliers were competing for material, and people were unsure what counted as recyclable.
Mpact needed a clear, accessible campaign that removed confusion and made the correct behaviour obvious.
Strategy
Use Global Recycling Day as a behavioural trigger.
Give people one action only.
Design a system that reads instantly on Meta and TikTok.
The strategy focused on three principles.
A single behaviour cue: get recyclables to the right place
A clean visual system with strong colour cues
Short edits and simple layouts that read fast on social
The aim was to help people act with confidence and reduce contamination in the collection stream.
Execution
I shaped the full visual direction and messaging structure for the campaign. This included the key visual, motion guidelines, colour logic, typography and the hierarchy that directs users to the correct Mpact resources. The message flow was built to support both sides of the recycling ecosystem: households generating material and collectors bringing it back into the circular economy.
The film was shot, directed and edited by a freelance creator, working within the system I provided. The result was a simple, clear digital asset that aligned with Mpact’s broader communication approach and delivered the behaviour message without noise.
Impact
The campaign provided clarity at a national moment when people were already thinking about recycling. The single, behaviour-focused message made it easier for households and collectors to act, and the visual system helped maintain consistency across Mpact channels.
It strengthened Mpact’s wider mission to increase correct sorting, improve supply quality and support the circular economy.
When the message is simple and the system is clear, people act. Global Recycling Day created the moment. The campaign made the behaviour possible.