R4GM were looking to design a campaign through a series of online and printed media that would educate and motivate householders to recycle correctly. Contamination of mixed recycling becomes a serious issue for councils who foot the bill for the rejection of contamination waste and then have additional costs for correctly disposing of that waste.

We used a simple approach, which was very effective, by educating the reader using rhymes. These rhyming words triggered a subconscious thought when placing an item of rubbish in the correct bin.