Customer research had told us that the audience was segmented broadly into those who needed to be encouraged to recycle more and those who were committed to recycling but were frustrated by inadequate facilities. There was also a perception among local people that the new system was more complicated then the existing system. There were a number of key messages to convey in the campaign so to ensure high levels of participation, the campaign needed to be extremely clear in its execution. As you can see the campaign was implemented across a wide range of formats from outdoor, magazine advertising to shopping bags and other promo items. The second phase of the campaign encouraged residents to keep up the good work. Recycling levels increased by over 13% resulting in the 45% target being exceeded by some margin.