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Don't mention recycling

Often if people are attracted or read communication on recycling they will already be actively looking or engaged to a certain extent in recycling (or at least wishing to find out more and improve). We also need to address the challenge of the uninterested, the too busy to read about recycling, the throw the leaflet on recycling in the bin and the disengaged, not looking or switching off when they see about recycling. This idea would aim to collaborate with other mainstream media areas that are highly read, followed and supported, for example football, celebrities, game shows, soaps, back of toilet doors......... By weaving in recycling messages or activities into unexpected areas then a greater population could be reached.

Photo of Erica P
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Explain your idea in one sentence

To build recycling information, messages and education into unexpected, surprising and not " the norm" places. through building collaborative partnerships with mainstream communication platforms (not directly recycling related).
It is primarily about building collaborative partnerships and mapping "relevant" organistaions and areas where people are in a situation where they will learn about recycling unexpectedly.
This would have to be considered both for locally relevant messages, or national.
Ideas of places/ situations?
This could also be a way that business and larger coprporation etc can support envionmental responsibility by sponsoring, providing access free of charge. 

Describe how your idea would help form new habits and improve recycling at home

This would hopefully begin to engage those who have not previously come across, or read, learnt about recycling or perhaps some of the reasons behind it, or what actually happens to it. By understanding these it helps to instigate actions of recycling, having not previously been "aware" of the required actions or reasons.

How might you design an early, lightweight experiment to further develop your idea?

I would imagine that this could be done fairly simply a number of ways using testers recruited that are not aware of what they will be looking for and monitoring pre and post actions and awareness. This could either be done larger scale, via an occasion or TV or via posters positioned in unlikely spots where people may end up reading them.

What aspects of your idea could benefit from the input of our OpenIDEO community?

More ideas of collaborators please and ways to monitor/ measure effectiveness.

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Photo of DeletedUser
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DeletedUser

I think this idea has a lot of potential, do you any idea about what specific organizations/companies you might want to start a partnership with for this?

Photo of Erica P
Team

Thanks, I think football teams/ grounds could be a good place (alongside coverage). This has both the option for local and national coverage. Other ideas could include soaps story lines such as in the UK Eastenders, HollyOaks etc. On a more practical, smaller scale level, teaming up with local businesses (or chain) to display locally relevant material on toilet doors etc.

Photo of Erica P
Team

Oh hang on, Isn't coke sponsoring this....... ;) fairly big reach

Photo of Erica P
Team

The film industry could be a good start? http://www.theguardian.com/sustainable-business/blog/climate-change-cinema-tv-screens

Photo of Fei Xin
Team

Great idea! I am looking forward to hear more development about that.

Photo of Meena Kadri
Team

Sounds cool, Erica. To help you develop your idea further, check out these handy tips: http://ideo.pn/oi-evolve