Hot on the heels of our Better Society Awards win last week, we are thrilled to be shortlisted for two edie Sustainability Leaders Awards in the Consumer Engagement/Marketing Campaign of the Year category.
The first Awards of the 2021 season, edie Awards entrants were asked to demonstrate how they adapted their work in light of restrictions imposed due to the Coronavirus pandemic. The two campaigns shortlisted are:
Hubbub – Community Fridge Network
Food waste is a huge issue in the UK, with £13bn of edible food thrown away in homes annually and a further £3bn wasted by the hospitality and food service sector. Barley supported the launch of Hubbub’s 100th community fridge at Dumfries House, opened by HRH Prince Charles. Unable to invite a full press pack to the event due to restrictions, we got around this by targeting and securing a high visibility feature article in The Sunday Telegraph and securing PA to film the event and syndicate the footage.
The campaign grabbed the attention of local food retailers and food service businesses to donate surplus food and raise the fridge’s visibility among vulnerable community members. We achieved 190 coverage items, and the network is now redistributing an average of 975 tonnes of food surplus per year in the UK, equal to approximately 1.9 million meals.
North London Waste Authority (NLWA) & OLGA – Swish and Style
In the UK, more than 206.456 tonnes of textile waste is produced each year, and only 25% of it is reused or recycled. NLWA’s Swish and Style campaign, supported by OLGA and Barley, aimed to raise awareness of the environmental impact of fast fashion and encourage north Londoners to swap, restyle, shop second-hand, or otherwise reuse/recycle their clothing.
Unfortunately, the coronavirus pandemic meant that the final two events were cancelled. However, while our overall target for Swish and Style clothes swap events was to divert 1.2 tonnes of textiles from waste, across 14 events, we more than doubled this, diverting 2.5 tonnes of textile waste across 12 events. We achieved 36 coverage items with OTS/H of just under 59m, exceeding all media targets.
NLWA has also since partnered with eco-fashion campaign #LoveNotLandfill, and clothes swap app, Nuw to launch Stop & Swap; a series of nine online clothes swaps and Instagram Live talks designed to divert further tonnage of waste from landfill or incineration.
The full shortlist for the edie Sustainability Leaders Awards 2021 can be found here: https://www.edie.net/news/7/Sustainability-leaders-awards-2021-finalists-shortlist-revealed–/
We’re excited to hear the results at the virtual awards ceremony on 3rd February 2021!