Organisation type
Charity/third sector
Sector
Environment and sustainability
Service
Keep Britain Tidy asked us to support the launch of its first Buy Nothing New Month, a new national waste reduction campaign designed to inspire people to change their buying habits. The aim was to encourage consumers to buy nothing new for January 2023, help them explore more sustainable alternatives such as reusing, repairing, borrowing and buying second hand, and build wider understanding of waste prevention as a key lever for cutting carbon emissions.
Many people believe recycling is the main way they can help the environment, but the greatest impact often comes from buying less in the first place. Using focus group insight provided by Keep Britain Tidy, we shaped a clear sustainability communications campaign centred on everyday behaviours and realistic alternatives to purchasing new items.
As this was the first year of the consumer campaign, we focused on a receptive audience: 18–44-year-olds already showing interest in sustainable living. To reach them effectively, we built an integrated approach across paid and organic social, influencer activity, stakeholder engagement and PR.We developed a timely narrative playing on the post-Christmas period—tapping into common feelings of clutter, overspending and a desire to reset—to create strong entry points for behaviour change. Weekly themes ensured a varied, engaging rhythm across all channels.
Early results show the campaign resonated strongly. More than 70% of participants reported buying nothing new during January, and 69% said they would think more carefully about future purchases as a result of the campaign.Paid social delivered standout performance, with almost four million impressions and a click-through rate more than three times the industry average. PR activity generated 2.6 million opportunities to see, including national coverage in The Sunday Telegraph and strategic bylines for Keep Britain Tidy’s chief executive in priority trade titles.
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