Currently, less than 10 per cent of UK households recycle energy efficient light bulbs, which are classed as hazardous waste due to their mercury content. In a bid to increase this figure to 60 per cent by 2014, Recolight, the specialist recycling service organisation for fluorescent and mercury lamps, has appointed TheAgency in a seven figure campaign to change Britain’s recycling habits and meet its ambitious target.
AgencyUK, a leading brand and response marketing consultancy, has been tasked with creating a hard-hitting campaign to raise awareness of the quantity of mercury entering landfills when energy efficient bulbs are not recycled. This will include a micro website, a viral film, a home user pack, poster advertising and point of sale material.
Sammy Mansourpour, MD at AgencyUK says: “Our intention is to address the lack of awareness of the mercury content in energy efficient light bulbs, without discouraging consumers from buying them, as they are the future, when disposed of responsibly. We are confident our campaign will resonate in people’s minds. With 130 million energy efficient light bulbs purchased last year alone it is a critical issue which needs to be addressed.”
Nigel Harvey, chief executive of Recolight adds: “We were impressed with the pitch put forward by TheAgency and the depth of understanding of the issues we are trying to convey. The team is enthusiastic and committed, and has extensive experience in both digital marketing and behavioural change. These factors made the appointment an easy choice.”