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Case study

Plastic Fishing to clean up the UK’s waterways

Organisation type

Charity/third sector

Sector

Cities and communities

Environment and sustainability

Service

Behaviour change

Campaigns

Events

Media relations

Strategy

The brief

Hubbub asked us to help raise national awareness of its Plastic Fishing initiative — an inventive programme tackling plastic pollution by inspiring people to rethink the value of waste. Between 2017 and 2019, the charity launched the world’s first boats made from 99% recycled plastic. These vessels were designed to clean up UK waterways and spark a wider conversation about recycling and responsible disposal. Barley was tasked with managing the media launches of the boats — Poly-Mer, Vitamin Sea, Poly Roger and PET Project — and securing strong public engagement.

Insights and approach

We recognised the power of the boats themselves as compelling visual stories. For the launches of Poly-Mer and PET Project we coordinated a high-impact photo, filming and interview opportunity for the boats’ maiden voyages. Environment Minister Thérèse Coffey MP joined a Plastic Fishing trip alongside local schoolchildren, helping to reinforce the initiative’s educational value.

Our media strategy focused on broad reach and relevance. We targeted commuter press, London-wide and local London outlets, national media, online news, broadcast, children’s news and trade titles. We also provided broadcasters with behind-the-scenes footage of the boats being built to strengthen interest and coverage.For Poly Roger’s Plastic Fishing Tour across Manchester, Scotland, Birmingham and Bristol, we supported Hubbub to partner with local organisations and volunteers. This ensured each stop had community ownership and delivered hands-on experiences for schoolchildren and businesses. We arranged a national exclusive with the Daily Mirror ahead of the announcement and coordinated tailored local launches with spokespeople in each region. Messaging encouraged the public to help stem the flow of plastic into rivers and waterways through simple behaviour changes.

Results

Our work drove national visibility for Hubbub’s mission and helped establish Plastic Fishing as a recognisable, practical approach to tackling plastic pollution.

  • The Poly-Mer launch generated 119 pieces of coverage, reaching an estimated 124 million opportunities to see or hear.
  • PET Project secured 47 items of coverage and almost 106 million opportunities to see or hear.
  • The 2019 Plastic Fishing Tour delivered 301 coverage items and nearly 118 million opportunities to see or hear across four locations.

The activity also inspired real-world behaviour change. Plastic Fishing participants collected 2,233 bottles and 192 bags of general waste during the tour. In London, more than 2,500 people have taken part, reclaiming over 300kg of recyclable plastic — with 90% pledging not to buy a plastic bottle for a month afterwards.

2,203

plastic bottles collected

192

bags of general waste collected

2,500

people who have been plastic fishing

300kg

recyclable plastic reclaimed

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