Take Care Of Your Recyclables
A behaviour-led digital film campaign
Overview
A simple, human campaign encouraging people to keep recyclables out of their food waste. We used warm, grounded storytelling and short vertical edits to shift the message from guilt to guidance. The focus was one behaviour only: separate your recyclables from food waste.
The Challenge
Recycling behaviour is hard to change. Most consumers feel overwhelmed or unsure about what actually counts as recyclable, and guilt-driven messaging often gets ignored. The brief was to create a calm, relatable piece of content that made one small action feel achievable.
Strategy
We kept the strategy focused and human.
Show real routines instead of polished sets
Keep the message clear and behaviour-led
Build motion edits that land in two seconds
Design for Meta and TikTok formats first
Use quiet humour and natural detail rather than forced emotion
The goal was to make recycling feel part of daily life rather than a chore.
Execution
I handled concept, direction, shooting and full edit. The visual approach used:
Warm, domestic moments that feel familiar
Soft lighting and grounded colour to keep the tone calm
Simple compositions that focus on the action
Clean type, minimal motion and short cuts
A clear instructional message at the end of every piece
The final series was delivered as vertical films for Meta and TikTok along with static variations for social placements.
Results & Impact
The campaign performed above typical recycling category norms. Viewers watched longer, replays increased and more people engaged with behaviour content than usual for low-pressure messaging.
649,244 daily reach
770,343 impressions
227,946 video views
51,036 minutes of watch-time
52,100 impressions on the top performing reel
8,150 engagements
0.55 percent engagement rate
821 new followers across the period
These results showed that simple, human behaviour stories can cut through even when the message is gentle.
Calm storytelling and a single behaviour cue outperformed complicated recycling messaging. When you remove the noise, people actually listen.