This poster and press campaign ran in four inner London boroughs (Lambeth, Hammersmith & Fulham, Wandsworth and the Royal Borough of Kensington and Chelsea) over the summer of 2007. The campaign appeared in high streets, underground stations and in local press. The ad campaign sought to show residents the energy-saving benefits of recycling in a positive and visually arresting way. Three different creative executions, including 'Can', 'Plastic bottle' and 'Toast rack', showed how much energy could be saved by recycling one can, one bottle or one newspaper rather than making them from scratch.

The campaign was designed to motivate residents in London to recycle more. It was developed after the findings of an Ipsos-MORI survey in 2006 stating that 53% of residents still need to know more about the benefits of recycling if they are to be convinced of the need to recycle more.

The main objectives of the campaign were to: 1. Motivate residents to take some form of action on recycling 2. Increase the number of committed recyclers

Nearly a quarter of residents took some form of action as a direct result of seeing the campaign, e.g. recycling more, encouraging someone else to recycle or contacting their council for more information. The number of committed recyclers also increased from 63% in 2006 to 73% in 2007. Committed recyclers are defined as those who recycle even if it requires additional effort, and who recycle everything or a lot.