Recycle Right® advertising campaign Market Research (highlights - 2014)

Conclusions and Highlights from the 2014 campaign: Overall, the research has found that correct knowledge is increasing and this is an important first requirement for behaviour change to be possible. The challenge is to work on ensuring this translates into improved behaviour. There may be a lag in this, which is what we are seeing in the results. The Recycle Right® campaign can be said to have achieved good recall given its modest budget and since 2010 there has been an improvement in the objective knowledge about correct disposal of key campaign message items.

However, actual disposal behaviour evidenced through the recycling bin audits, still shows significant room for improvement and remains the key challenge for the future.