North London Waste Authority appoints Barley Communications to help north Londoners waste less and save more

North London Waste Authority (NLWA) has appointed a communications consultancy to encourage local residents to reduce the amount of waste thrown away in north London. Barley Communications will deliver three waste prevention awareness campaigns targeting local consumers, which will support NLWA’s aim to reduce 20,000 tonnes of waste in north London by 2020.

Through its Waste Prevention Plan 2018-20, NLWA is minimising waste across seven boroughs in north London. Barley Communications has been appointed to build on this strategy by devising and delivering campaigns to encourage behaviour change. The campaigns will focus on three key waste streams – plastic, bulky items and food waste – and will involve media coverage, social media activations and community engagement.

Speaking about the appointment, Councillor Clyde Loakes, Chair of NLWA, said:

The 2018 – 2020 Waste Prevention Plan is an important part of the work NLWA delivers and aims to reduce the amount of waste north London creates.  This not only saves the individual money, but preventing waste in the first instance is the best way to reduce the amount of waste requiring processing at either a MRF (Materials Recycling Facility) or a EfW facility (Energy from Waste). To support NLWA in delivering this two year plan, we have appointed Barley Communications to help change residents’ behaviours with the aim of preventing waste.”

Sam Williams, Partner at Barley Communications, said:

“We’re delighted to have been appointed by NLWA to help reduce 20,000 tonnes of waste in north London. We’re passionate about sustainability and the environment and are firm believers that communications and behaviour change are crucial in preventing waste. NLWA has established a terrific ‘Wise Up To Waste’ programme and we look forward building on this with engaging consumer campaigns that resonate with local residents and have a lasting effect.”

The campaigns will be delivered throughout 2018-19, with the contract running from May 2018 – March 2019.

Microfibres, Macro Problem: reducing microplastics in our oceans

Did you know that more than 1 in 3 primary ocean microplastics come from washing textiles?  

Synthetic fabrics like polyester, nylon and acrylic make up the majority of our wardrobes. In fact, 60% of all clothing made contains polyester. These fabrics are actually a type of plastic and due to friction, when washed they shed tiny strands of plastic less than 5mm long, called plastic microfibres. Like microbeads, they are a type of microplastic pollution, ending up in our rivers, oceans and food.  

Microfibres are released from synthetic clothes every time they’re washed and we’ve been supporting environmental charity Hubbub to inspire and empower consumers to help reduce microfibre pollution. The #whatsinmywash campaign provides simple steps that can be taken at home to help clean up our oceans, including: 

  • Only using the washing machine when needed and alternative washing techniques 
  • Choose better quality clothes – will it get 30 wears? Check the label too and look out for clothes made from organic and well-sourced fabrics 
  • Wash clothes the gentle way by checking care labels. Softer washes will reduce friction, reducing the release of microfibres and helping keep clothes in shape for longer. This includes washing at 30°, using a full load and avoiding tumble dryers. 

The campaign generated 170 pieces of national and regional coverage, including Metro and ITV News. Reaching our target audiences where their interests lie is essential to behaviour change, so we were particularly delighted to place these important messages in the weekly fashion round up in The Sun alongside Love Island beachwear!