The London Waste and Recycling Board (LWARB) challenged Barley to create a PR campaign to engage 16-24-year-old Londoners with the environmental issues posed by fast fashion and encourage them to consider more sustainable alternatives.
We provided full-service communications support steeped in audience insights, which led us to the #LoveNotLandfill campaign title and an integrated communication strategy covering traditional media, influencer relations and social outreach. All activity had the broader aim of driving behavioural change, ensuring clothes last longer, are reused and recycled, and are diverted away from landfill and incinerators.
There have been LOADS of campaign highlights – brokering a partnership with anonymous street artist Bambi to create an exclusive piece of artwork is definitely up there! See the video below for more…
Ali Moore, Head of Communications and Behaviour Change at LWARB said: “Working with Barley Communications on our #LoveNotLandfill campaign has been not only enjoyable but hugely fruitful: we were overwhelmed by the attention and support that Barley helped us achieve. They didn’t just deliver media relations but helped us with the whole approach, including ideas generation, social media management and film production. They also hooked us up with some great partners, collaborators and creative specialists along the way. The whole Barley team has been enthusiastic, cheerful and eminently practical at every stage – a flexible and responsive communications agency who’ve delivered reach, impact and engagement beyond our expectations.”