We created a comprehensive PR programme for British Glass consisting of media relations, stakeholder events, educational materials and market reports. But we knew that in order to engage with the public we needed a high profile event that would grab attention and change attitudes to glass recycling.
In order to create a media ‘peg’ we created National Glass Week, a nationwide campaign to communicate the environmental benefits of recycling glass bottles and jars and encourage people to make a ‘Glass Promise’ to recycle. The campaign was fronted by celebrity chef Kevin Woodford who acted as spokesman. It was also endorsed by a range of celebrities including Joanna Lumley, Graham Norton and Gary Lineker, all of whom made the Glass Promise.
The British Glass campaign proved very popular with hundreds of local authorities, recycling organisations and the media. It generated over 500,000 of PR value. Its success was the catalyst for the national multi-material Recycle Week, which we went on to deliver.