Spelling out the importance of recycling paper and card in Leeds
We used the nine letters of Recycle Me to raise awareness of the importance of recycling paper and card in Leeds.
Commissioned by Leeds City Council, this behaviour change campaign focused on helping residents understand what can and cannot be recycled in their green bins.
We delivered the letters to local businesses and schools, challenging participants to fill each one with recyclable paper and card. The completed letters formed a co-created installation, displayed in Leeds city centre for the public to interact with and learn from.
This attention-grabbing activity stopped passersby in their tracks, sparking conversations about recycling and encouraging people to think differently about where everyday materials end up.
Date
September 2017
Client
Leeds City Council
Scope of work
- Brand development & visual identity
- Campaign development & activation
- Creative Development
Objectives of the brief
- Raise awareness of the importance of paper and card recycling as part of our recycling behaviour change campaign.
- Educate residents about what types of paper and card can be recycled.
- Encourage positive recycling behaviour change habits in Leeds for waste reduction.
Visual identity and campaign delivery
We designed a bold visual identity for our recycling behaviour change campaign that worked across print, digital and social media. A large-scale installation in Leeds city centre formed the centrepiece, supported by a wider campaign that encouraged public participation.
We aimed to make recycling messages stand out in a busy city environment. At the same time, we kept the campaign consistent with Leeds City Council’s established communications.
Photography, social content and PR coverage helped amplify the campaign’s reach. The distinctive “Recycle Me” lettering also became a clear prompt for positive environmental action.
Raising Awareness of Paper Recyling in Leeds
A strong call to action
We developed the Recycle Me brand name to emphasise the key message behind the campaign: not only to recycle paper and card at home, but also to recycle the flyer itself after reading the information.
Our creative approach combined education with curiosity. By encouraging people to physically fill each letter with recyclable materials such as envelopes and cereal boxes, we made learning interactive and visually engaging.
The final installation demonstrated recycling in action, using art and participation to make the message clear without relying on lengthy explanations.
By aligning with the Council’s wider waste reduction and sustainability goals, the campaign became a visible reminder that small actions at home contribute to a cleaner, greener Leeds.
Campaign impact
The Recycle Me campaign proved that creative communication can drive genuine behaviour change.
By turning recycling into something interactive, visible, and community-led, Magpie and Leeds City Council successfully engaged residents across the city in learning how to recycle paper and card more effectively.
This collaborative approach demonstrated how design and participation can make sustainability messaging both memorable and measurable.
Hundreds of Leeds residents
Hundreds of Leeds residents engaged with the Recycle Me installation.
6 Businesses and 3 Schools
Local schools and businesses took part, driving community ownership of recycling messages.
Art Installation
A huge installation installed in Leeds City Centre, gaining regional PR.
Want to explore how creative behaviour change can help your community build better recycling habits?
Contact our team to start a conversation about your next sustainability campaign.
Contact UsSee more projects:
Join the fostering family
Fostering gives children the stability and care they need to thrive. It's a serious, life-changing decision for any carer. To power recruitment across the region, we created one unified identity for Foster for Greater Manchester. This new brand successfully brings ten boroughs together under a single, compelling voice, while still giving local authorities the flexibility to talk directly to their own communities.
Read more
Knowledge Equity Network
The Knowledge Equity Network (KEN) is a global initiative by the University of Leeds designed to make knowledge more accessible and inclusive. Developed in collaboration with Magpie, KEN unites universities, organisations, and individuals worldwide in a shared mission to reduce inequalities in higher education through open collaboration and equitable knowledge-sharing.
Read more