Education campaign boosts recycling

A UK city’s campaign of education has helped to cut recycling contamination by 13% and reduced material rejections during sorting by 19%.

The effort by Preston City Council was supported by plastics recycling and resource efficiency charity RECOUP and environmental consultancy Beyondly. It reached more than 265 000 residents in a bid to clarify what should be recycled, with a particular focus on plastics.

Surveys revealed that while many residents wanted to recycle more, they often struggled with understanding what was accepted and how to prepare materials properly.The campaign involved billboards, street hubs, school and community engagement, leaflet deliveries to all households, a radio campaign and a fresh suite of social media assets.

People empowered

Freddie Bailey, cabinet member for environment and community safety, called the outcomes ‘brilliant’. ‘Preston residents want to do the right thing when it comes to recycling and this campaign helped make that easier. By combining local pride with practical information, we empowered people to recycle more and better.

’Preston City Council saw an 11 tonne increase in plastic, glass and cans collected in 2024-25 in comparison to the year before. It also recorded fewer crew-reported contaminants such as general rubbish and plastic bags in recycling bins.

Key achievements included a 13% decrease in contamination in plastic, glass and can collection bins and a 19% reduction in material rejections at sorting facilities.

Greater understanding

The campaign delivery included engaging directly with communities through school visits, supermarket events and a dedicated recycling van for information. Katherine Fleet, head of sustainability and circularity at RECOUP, believes education is a vital part of the recycling puzzle.

‘By using visuals, clear messages, and trusted community channels, this campaign helped to reduce confusion and increase confidence in recycling.’

Preston City Council plans to build on these learnings, including strengthening relationships with schools, improving access to recycling for households without kerbside bins and considering the needs of neurodiverse residents.