Insights and approach
To cut through in a crowded sustainability landscape, we positioned the Square Mile Challenge as the first truly collaborative, cross-industry effort to fix coffee cup recycling — a model that could be scaled across the UK.
We began by targeting City employers through national consumer and specialist trade media. This early push exceeded expectations, with 36 organisations adopting workplace recycling systems against a target of 30.
For the campaign launch, we created striking visual moments designed for press and social channels. A sculpture of the London skyline made from recycled cups and a coffee-cup choir performing outside Liverpool Street station generated powerful imagery and a memorable public experience. We coupled this with a focused burst of London and national media relations to maximise visibility.Barley also led communications for Hubbub’s partnership with Starbucks to trial a 5p disposable cup charge across 35 London stores — providing strategic counsel, narrative development and press handling. Later, we amplified momentum by responding rapidly to the government’s budget announcement with a supportive statement on the proposed ‘Latte Levy’, securing further national attention and reinforcing Hubbub’s leadership on behaviour change communications.
