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The brief

Suffolk Waste Partnership asked us to develop a behaviour change campaign to cut recycling contamination across the county. In 2021–2022, 28% of Suffolk’s recycling was rejected — an expensive problem for local authorities and one that increases the amount of waste sent for incineration or landfill. As a recycling communications agency, we were tasked with raising awareness of what causes contamination and helping people recycle correctly. We needed to reach households county-wide, with a tailored focus on residents in flats and houses in multiple occupation where contamination rates were highest.

Insights and approach

Our insight was clear: simplifying the action required would make correct recycling easier. We centred the campaign on one memorable behaviour — shaking out recycling so it is clean, dry and loose, with no plastic bags.

We created #ShakeItOut, a playful, county-wide behaviour change campaign built around a hero animation and jingle inspired by the familiar rhythm of the Hokey Cokey. The upbeat tone made the guidance easy to recall and repeat.

To maximise value for this local authority communications project, we repurposed visual assets from the animation across all channels. Messaging was kept simple, positive and jargon-free — a proven approach for driving behaviour change.

This fully integrated behaviour change campaign combined paid and organic social media, PR, radio, cinema advertising and hyper-local out-of-home placements. Multi-occupancy buildings in hotspot areas received clear, practical signage to support residents on the ground. Digital activity ran for eight weeks, with bursts of paid social at the beginning and end to reach highly engaged audiences.

Results

The campaign delivered strong reach and engagement across Suffolk. Paid social content achieved 1.2 million impressions and 200,000 engagements, with the hero animation viewed half a million times on YouTube. Radio advertising ran across three stations for four weeks, reaching more than 23,000 listeners.

The animation was shown in five cinemas, reaching over 16,000 people — 46% more than planned. PR activity generated 17 pieces of coverage and 2.8 million opportunities to see or hear, including interviews on BBC Radio Suffolk and Radio West Suffolk and a front-page story in the East Anglian Times. Most importantly, contamination levels fell in the months following the campaign.

1.2m

impressions from social ads

11k+

click-throughs to the campaign webpage

17

pieces of media coverage

2.8m

opportunities to see/hear

“

This fun and engaging campaign has been a great success, with bright, bold and impactful messaging, both online and offline, reaching tens of thousands of people across the county. Most importantly, we are now beginning to see measurable reductions as a result.

Barley has been great to work with, providing us with innovative designs as well as professional, reliable and adaptable project support. I would not hesitate to work with them again in the future.

Rob Cole

Suffolk Waste Partnership Manager

The brief

Leadenhall Market asked us to develop a year-round placemaking campaign that would intrigue and entice visitors, strengthen its position as one of London’s most recognisable landmarks, and drive footfall for its independent traders. Our task was to create an engaging programme of activity that generated consistent media interest, delivered standout moments across the calendar, and encouraged shoppers and visitors to return again and again.

Insights and approach

As a London landmark communications agency, our approach centred on creativity, strategic programming and the power of shareable experiences. Since 2021, we have reimagined the market’s public space through an evolving events calendar designed to complement its Victorian architecture and spark digital engagement.

We collaborate with leading cultural institutions—including the Museum of London, Guildhall, God’s Own Junkyard, Sadler’s Wells, the University of the Arts London and London Youth Choir—while also supporting wider initiatives led by the Greater London Authority, ECBID and Destination City. Together, we transform the market’s central spaces and vacant units into workshops, installations and performances that offer something new on every visit.

Our own interactive pop-ups—such as the Screamatorium, Jubilee Corgi Cam, Dogstagram photobooth, neon film set and Halloween tentacle—add playful moments that increase dwell time and encourage repeat visits. The 8-metre Christmas tree has become a regular fixture in citywide media round-ups, reinforcing Leadenhall Market’s position as a seasonal destination.To sustain momentum, we run a proactive press office, securing ongoing local, national and international coverage through tailored media opportunities, behind-the-scenes access and tenant collaborations. We also manage the market’s website and social channels, producing digital content and partnering with influencers to reach new audiences.

Results

Our placemaking campaign has transformed Leadenhall Market’s visibility. By April 2023, media presence had shifted from reactive to high-impact, with 1,080 pieces of quality print, online and broadcast coverage. Increased interest from major brands and film and TV companies has positioned the market as an iconic backdrop for cultural activity—including appearing in the 2022 Christmas edition of Radio Times.

The market has seen continued investment and renewal, including multiple new tenant openings and eight new food and beverage spaces in 2023. The strengthened profile has increased footfall, improved trader confidence and enhanced the overall visitor experience—meeting the client’s goal of cementing Leadenhall Market as a must-visit London destination.

1080

pieces of print, online and broadcast media coverage

5.3bn

opportunities to see

89%

increase in social media followers across all platforms

“

It is an absolute pleasure to work with Barley on Leadenhall Market. Whether PR, events or social media, the team at Barley provide incredible creativity, expertise, and insight, resulting in improved asset and business performance for both the City of London and its tenants. Barley continues to be a critical part of the daily function and success of Leadenhall.

Ollie Goode

Asset Manager, City Fund, City of London Corporation

The brief

Counterfeit electrical goods continue to put people at risk — especially 18–35-year-olds who are more likely to buy them. These products often bypass essential safety checks, leading to fire hazards, electric shocks and wasted money.In the run-up to Christmas, when pressure to buy discounted tech is at its peak, the Intellectual Property Office (IPO) asked Barley to deliver a public awareness campaign that would protect younger shoppers from unknowingly purchasing counterfeit electricals, using our strengths as a behaviour change agency and communications agency to drive safer choices.

Insights and approach

Reaching 18–35-year-olds meant engaging a diverse audience with different motivations, platforms and buying habits. Some knowingly take risks; others fall for convincing imitations. Our strategy needed to speak to both.

We created a fully integrated campaign spanning social media, traditional media, influencers and enforcement partners. By focusing on everyday items such as phone chargers and headphones, we grounded the message in familiar products that younger people buy most often — making the risks clearer and more relevant.

The campaign launched around Black Friday to capture early seasonal shopping behaviour and built momentum through December. We conducted new research into young adults’ attitudes towards counterfeit goods to generate compelling news angles, working with enforcement partners so our advice aligned with real-world activity.Influencer content, tailored to distinct audience segments, helped widen reach and deliver trusted, peer-to-peer messaging — a crucial element for behaviour change.

Results

The campaign delivered strong visibility at a critical moment in the retail calendar and helped warn young shoppers about the safety risks of counterfeit electricals. Coverage included a 10-minute feature on BBC Morning Live, demonstrating the dangers in real time and offering practical advice for staying safe.

Across social, influencer and media channels, our integrated approach ensured the IPO’s message cut through — empowering young people to make safer, more informed buying decisions in the run-up to Christmas.

  • 4m

    video views via paid social

  • 6m

    paid social impressions

  • 700k+

    influencer impressions

  • 33

    pieces of national news coverage

  • 8k

    likes of influencer content

  • 4.5k

    click-throughs from influencer content

The brief

As a public sector communications agency, Barley was asked by National Trading Standards (NTS) to help raise awareness of a growing wave of ‘friend in need’ scams on WhatsApp — messages that appear to come from friends or family members requesting money or personal information. The objective was clear: equip consumers with simple, actionable steps to protect themselves and reduce the impact of these fast-increasing message-based scams.

Insights and approach

Working closely with NTS and WhatsApp, Barley helped frame the challenge and shape the campaign’s core advice: STOP. THINK. CALL. We provided context and insight into how ‘friend in need’ scams operate, ensuring the public messages were rooted in real behaviours and the evolving consumer protection landscape.

Our team:

  • Developed a bespoke landing page for the Friends Against Scams website to give consumers a trusted place to learn more and take action.
  • Ran a targeted media relations programme, complementing WhatsApp’s outreach and securing major national coverage including BBC News.
  • Provided strategic counsel throughout, reviewing content for TikTok and Instagram to strengthen the consistency, authority and clarity of campaign messaging.

By combining behavioural insight with trusted partners and clear public advice, the campaign delivered a unified and authoritative warning to millions of potential victims.

Results

The integrated campaign achieved significant national traction, helping consumers understand and spot this increasingly common scam. It generated 86 pieces of media coverage across outlets such as BBC News, ITV News, Sky News, Daily Mail, The Sun and Daily Mirror, with NTS’ Head of the Scams Team completing 11 broadcast interviews in one radio day alone.The campaign’s impact extended beyond media. Action Fraud adopted and amplified the messaging, launching their own guidance inspired by the campaign — strengthening consumer protection and extending the reach of the STOP. THINK. CALL. message. In total, a further 130 articles were published across national and regional press.

“

I was deeply impressed with the approach of NTS and their communications team to our recent collaboration, as well as their evident sector expertise and the strategic insights they shared.

From the outset, their detailed knowledge of the consumer protection landscape and their understanding of what makes a strong story in this space – as well as a clear commitment to a productive partnership – helped shape the campaign and secure more than 80 pieces of media coverage to warn consumers about scams.

They have since introduced us to Action Fraud to help extend and amplify the campaign. I would certainly recommend considering a partnership with NTS to help bolster scam prevention initiatives, which are increasingly important across our industry.

Alison Bonny

Head of Communications EMEA, WhatsApp Inc

The brief

In its 700th anniversary year, Leadenhall Market asked Barley to help increase footfall and re-engage City workers, London residents and tourists. As a creative events agency partner, our goal was to reinvigorate the Market’s profile and position it as an iconic, vibrant and culturally rich destination. We were tasked with raising brand awareness, boosting visitor numbers, and driving renewed interest in the historic space through an integrated tourism communications campaign.

Insights and approach

Creativity sat at the heart of our destination marketing strategy. With footfall recovering after the pandemic, we saw an opportunity to use the Market’s unique architecture and public spaces to host eye-catching cultural activations that would reintroduce people to the area.

We designed an ambitious programme of events to attract diverse audiences and deepen digital engagement. Working with cultural partners who also needed post-pandemic visibility, we transformed vacant units and open spaces into pop-up galleries, performances and exhibits. Art, music, dance and museum collections were brought directly to visitors, offering a varied and accessible experience throughout the year.

To reach Londoners and tourists beyond the weekday crowd, we collaborated with brands with strong existing followings, hiring out space for weekend and evening events. This helped drive discovery and prompted return visits when the Market’s retail offer was fully open.Across 2021, Barley delivered 20 activations — from mood-enhancing ‘bird-song’ windows during lockdown, to a neon exhibition by God’s Own Junkyard, to the UK’s first dedicated “Dogstagram” photo station complete with themed props and influencer partnerships. Each activation was designed to spark curiosity, encourage sharing, and reinforce the Market’s position as a must-visit London destination.

Results

Our integrated approach delivered substantial growth in visibility, engagement and footfall. Media coverage was overwhelmingly positive, supported by strong social content that significantly expanded the Market’s online audience. The campaign helped transform public perception of Leadenhall Market, showcasing it as a lively cultural space rather than solely a retail destination.
This shift translated directly into real-world impact. Footfall increased sharply across 2021, demonstrating that creative programming and strategic communications can successfully re-energise historic sites and attract new audiences back into central London.

  • 20

    events

  • 435

    items of media coverage

  • 1.4bn

    opportunities to see/hear

  • 25%

    increase in social media followers

  • 32%

    growth in Instagram followers

  • 91%

    average increase in monthly footfall (2021 vs April–December 2020)

  • 73%

    rise in visitor numbers between July–September (vs same period in 2020)

“

Barley Communications have been superb in terms of active PR and event ideas during the pandemic which was desperately needed. I could not wish for a better, flexible, innovative agency to work with.

Sarah Trillwood

Asset Manager, Leadenhall Market

The brief

Recycling contamination caused by dirty nappies costs local authorities millions each year. In 2019/20, Biffa estimated the cost at £1.48m. North London Waste Authority asked us to develop a recycling communications campaign to reduce nappy contamination, encourage parents to dispose of nappies in general waste, and support their call for clearer labelling from manufacturers.

Insights and approach

We started by visiting the Materials Recovery Centre to understand the real-world impact of recycling contamination. Staff confirmed that dirty nappies were a persistent and unpleasant contaminant because sorting is done by hand. Polling showed one in ten parents admitted to putting nappies in household recycling, often because packaging displayed recycling symbols or because “disposable” was mistaken for “recyclable”.

These insights shaped a behaviour-led creative approach. Rather than blame parents, we built an accessible and memorable environmental behaviour change campaign — Bin Your Nappy — that gave people clear, simple guidance.

The campaign centred on an animated video rewriting a familiar nursery rhyme, voiced by local schoolchildren. Paid social ran across Facebook, Instagram and Spotify to reach parents across north London. We also equipped local authorities, health partners and children’s centres with posters and materials to reinforce the message.To support NLWA’s call for clearer labelling, we produced a LinkedIn video for Authority leaders to amplify to industry. The campaign continued into 2021 with humorous influencer content from The Scummy Mummies, helping the message reach new parents at scale 

Results

The story captured national attention, securing coverage across Sky News, BBC, ITV, Mail Online, Huffington Post and major online news outlets. London broadcasters produced in-depth pieces featuring interviews and extracts from the animation, reinforcing the behavioural message.
Regional uptake was strong, with a PA story syndicated widely. Social engagement was high, with broadcaster-shared videos generating tens of thousands of views and extensive audience interaction. The campaign successfully raised awareness, shifted understanding among parents and strengthened NLWA’s call for clearer product labelling.

  • 15

    national media items (target 2–3)

  • 15

    London items (target 5–8)

  • 184

    regional items

  • 70k

    social media impressions

  • 19.5%

    webpage click-through rate

“

We were really impressed with the time the Barley team invested at the outset of this campaign to get under the skin of the issue of recycling contamination, both in terms of the behaviours behind it and the impact on recycling. The Bin Your Nappy campaign they came up is so creative and perfectly designed to resonate with parents of young children. They were also really thoughtful in how this creative could best be deployed, introducing us to new channels to reach north London parents, particularly those who don’t traditionally engage with environmental messages. We were absolutely thrilled with the results.

Miriam Cragg

Senior Communications Manager, NLWA

The brief

ReLondon wanted to inspire 16–24-year-old Londoners to rethink fast fashion and choose more sustainable ways to buy, use and dispose of clothes. They asked Barley to create a sustainable fashion campaign that could cut through the constant fast-fashion advertising aimed at young people.The goal was simple but ambitious: extend the life of clothing by encouraging reuse and recycling, diverting thousands of items from incineration and landfill.

Insights and approach

We worked with ReLondon to create #LoveNotLandfill, a fresh, youth-focused brand designed to connect authentically with young Londoners. Polling revealed that 16–24-year-olds throw away around 35 million items of clothing each year, so we needed a message that was impactful without being judgemental.

Through workshops with the ReLondon team, we developed brand values, messaging and a tone of voice that balanced urgency with positivity. We collaborated with designers to build an energetic visual identity that stood out from fast-fashion branding while still feeling accessible and trend-aware — an important insight from our focus groups.

Influencers played a central role. We brokered a partnership with the anonymous street artist Bambi, whose artwork became a recognisable motif across campaign materials. We also produced a video with Bambi to launch a network of Love Not Landfill clothes banks across London.

To reach young audiences where they already are, we combined digital creativity with real-world experiences. We delivered workshops in London schools on swapping and restyling clothes, and ran three public campaign phases: a Swap & Style event at a textile recycling facility; the launch of branded clothes-recycling banks; and a Brick Lane pop-up shop curated by leading fashion influencers.Barley supported the campaign with targeted media outreach, listings, previews and influencer engagement to spark conversation and encourage participation on and offline.

Results

#LoveNotLandfill quickly established itself as a credible youth sustainability brand. The campaign generated widespread coverage across national, consumer and broadcast media, including The Sun, Sunday Mirror, ITV London and BBC Radio London, with in-depth features on MailOnline, Marie Claire and Huffington Post.

More than 700 contributors shared campaign messages on social media, helping it reach over 2.4 million people. The campaign video attracted 90,000+ views, and the Brick Lane pop-up welcomed 2,000 visitors over four days, generating around £15,000 in sales of pre-loved clothing.

The strong creative identity helped secure partnerships with major retailers including Topshop, ASOS and Westfield, further expanding reach and visibility. Although initially conceived as a one-year initiative, the youth communications campaign is now in its third year, with ongoing demand for ReLondon spokespeople and continued media interest. One year in, more than 60% of the target audience were aware of the brand — and most had changed their behaviour as a result.

  • 101m

    opportunities to see/hear

  • 2.4m

    reached on social media

  • 90k

    video views

  • 2,000

    pop-up visitors

  • £15k

    pre-loved clothing sales

“

Working with Barley Communications on our Love Not Landfill campaign has been not only enjoyable but hugely fruitful: we obviously loved the campaign already, but 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.

Ali Moore

Head of communications and behaviour change, ReLondon

The brief

The General Chiropractic Council (GCC) sought brand and communications support to improve understanding of its role and strengthen perceptions of chiropractic regulation. Barley was asked to review existing materials, engage stakeholders, and develop a strategy to ensure clear, consistent communication across all channels.

Insights and approach

We began with insight — interviewing chiropractors and stakeholders to understand how the GCC’s communications were perceived. It was clear the visual identity and tone of voice needed refreshing to better reflect the organisation’s authority and accessibility.

Barley delivered a refreshed visual identity and comprehensive brand guidelines to bring the GCC’s communications up to date. Working alongside a website partner, we created a new website with clearer content, a more intuitive user journey, and improved accessibility.To strengthen engagement with chiropractors, we introduced a monthly newsletter featuring continuing professional development (CPD) opportunities, patient perception insights, and updates from across the sector — ensuring regular, meaningful communication.

Results

The GCC now communicates with clarity and confidence, supported by a coherent strategy and consistent brand identity. Our work has helped foster stronger relationships with chiropractors, enabling better sharing of best practice and sector insight.For Mental Health Awareness, we supported the GCC in developing dedicated digital content — including a video message from the Chief Executive and a mental health resource pack — helping chiropractors access information and signposting on a vital issue for their profession.

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