WEEE National Awareness Campaign

MyWaste is Ireland’s official guide to managing waste, tasked with providing citizens and commercial businesses with information on waste management through its website portal and national awareness campaigns. 

We were commissioned by MyWaste to develop a national awareness campaign to address WEEE (Waste Electrical and Electronic Equipment) waste. WEEE waste is one of the fastest growing waste streams in the EU, but these items are full of valuable materials that can be recycled and made into anything from children’s playgrounds, to life-saving equipment.

Our aim was to develop a National Awareness Campaign with a simple, easy-to-follow message, with steps to encourage, motivate and inform people about how and where to recycle their WEEE.

The process involved developing creative concepts and testing with focus groups across demographics to identify the messaging and visual style that would engage and resonate best. 

The results were a character based campaign, with illustrated WEEE items brought to life, and delivering headline messages in a warm and friendly tone. 

The creative was developed, illustrated and produced in-house – and launched across digital, social, print, and radio – aiming to increase national awareness and knowledge on how to improve WEEE waste management.