Despite recycling increasingly becoming a part of daily life, overall progress has stagnated. The Mayor has set out an ambition for London to achieve 65% recycling by 2030 – and although household recycling is only one contributory factor in the city’s overall recycling picture, the current household recycling rate is only 32% and therefore isn’t making the contribution it could. Based on research that Recycle for London commissioned recently, over a third of Londoners say they would recycle more if they had more than one bin at home.

Aimed at 18-34 year olds, Ogilvy Change's 'One Bin is Rubbish' campaign intends to encourage people to put in place the best recycling set-up for their own home, something that suits their lifestyle and living space. There are plenty of simple, low cost solutions or ‘bin-hacks’ that can be equally as effective and involve re-using everyday items such as bags for life, cardboard boxes or paper bags. The ‘One Bin is Rubbish’ campaign is encouraging people to share their favourite bin-hacks so that every household can find the recycling storage solution that is right for them.

Ogilvy will support a three-year London campaign to encourage more 18-34 year olds to recycle. The work will run in November 2017 across OOH, print and digital, including being featured in Time Out and across London’s iconic red buses.