County Council gets creative

Devonshire County Council has won an industry award for a TV advert promoting recycling in the county.
A ‘Fistful of Rubbish,’ directed by Peter Richardson, was part of the ‘Don’t let Devon go to waste,’ campaign, a countywide initiative to promote awareness about waste and recycling. The advert, which was developed by RH Advertising, won Best TV Commercial at the Chip Shop Awards, an award that recognises the most creative campaigns in the advertising industry. It features two men in a spaghetti western-style stand off, who attempt to out-recycle each other, culminating in the pair taking off their clothes and stuffing them in a recycle bank.
The advert follows a countywide study into waste and a public relations campaign involving 11 local authorities across Devon. Cllr Margaret Rogers, Executive Member for the Environment at Devon County Council said: “The campaign, and the rest of our communications work, has made a massive difference to recycling figures and attitudes towards recycling in Devon.”
Since it began in 2002, recycling has increased by over 26 per cent, placing the county as third highest recycler in England. “A really creative ad campaign can make a huge difference to recycling efforts. If it’s witty and memorable, it’s more likely to drive the message home.”

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