Material Focus
THE BIG QUESTION:
What if broadcast media drives more digital action than digital media?
From thinking Global, to Recycle Local – how we lead the Electrical Recycling Revolution with persuasion, planning and a pink cat!
Launched:
2020 to present
Awards:
Clear Channel Outdoor Media Awards 2022
Campaign Media Award – Best Public Sector 2022
Campaign Ad Net Zero Award 2025 - NGO / Charity
Drum Awards Festival 2025 - Charity or Not-for-Profit, Gold
Partner:
Truant
The Challenge
Material Focus needed to drive behavioural change - getting UK adults aged 18-54 to recycle electrical items instead of throwing them away. We had three weeks, a national footprint, and £600k to achieve both awareness and action. The pressure was to maximise digital spend for trackable online conversions.
The Question We Asked
"Everyone assumes digital media drives digital action most efficiently. But what if emotional connection from broadcast actually motivates more online behaviour than targeted digital ads? Should you optimise for channel cost or behaviour change?“
The Breakthrough
Behaviour change doesn't start with a click, but with motivation. And motivation comes from emotional connection, not targeted banners. We challenged the orthodoxy that "if you want online actions, spend on digital" and recognised that the emotional heavy lifting from broadcast would drive digital behaviour downstream.
Effectiveness
Site Searches
18k
5k
Conversions Driven
£568k
Added Media Value
“ The combination of a disruptive creative route with a carefully crafted media plan has proved to be a winning formula for us, having seen small electrical recycling increases directly driven by the campaign – and that’s effectiveness in action!”
Vanessa Gibbin
Marketing & Behaviour Change Lead, Recycle Your Electricals
Electrical recycling locator
Find your nearest reuse and recyclying point.
THINK WE’D BE A GOOD FIT?
Looking for a media partner? Tell us your business objectives and we will discuss our approach. Straight-talking, results-focused and no media jargon…that’s a promise!