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CASE STUDY HYNDBURN COUNCIL
Page 54
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This Lancashire borough council has seen a boost in its residents recycling habits since introducing the Talent from Trash' campaign on its fleet of trucks.
The Coca-Cola-sponsored initiative, in partnership with the Football League, encouraged people to recycle more by offering cash for their local football clubs in return. Hyndburn Borough Council fitted the Agripa system to its recycling wagons and experienced a 6% increase in recycling rates.
A spokesman for the council says figures also show a reduction in litter. "Although the final survey has yet to be carried out, the first two surveys for 2007/8 show a dramatic improvement in the quantity of litter," he says. Only 12.91% of streets in the area are of an unacceptable level, and that is without additional street-cleansing resources being employed by the council."
Coca-Cola's Liz Lowe adds: "Visually, the adverts had great standout and allowed our message to be taken daily into the heart of the communities in which it was most relevant. We believe it made a significant contribution to the success of the scheme in the area."