Food Waste Recycling Campaign
Recycle for Greater Manchester (R4GM) Proposed by Shoot Business
Encouraging the next step in recycling behaviour
About Shoot Business
Shoot Business is a Manchester-based media production company specialising in clear, strategic content for public sector, healthcare, education and large organisations.
For over 15 years, we have helped organisations communicate complex messages in a way that is simple, engaging and easy for audiences to act on. Our work focuses on behaviour change, awareness and clarity, rather than just visual polish.
We are trusted by organisations including Greater Manchester Combined Authority, Recycle for Greater Manchester, the NHS, universities and national brands to deliver reliable, high-quality campaigns on time and within budget.
Our approach is end-to-end. We work collaboratively from strategy and planning through to filming, design and final delivery, ensuring every asset is purposeful, usable and ready to deploy across multiple channels.
Based in Greater Manchester, we understand the region, its communities and how to create content that feels local, relatable and credible.
Strategic Creativity
Crafting compelling narratives and visual experiences that resonate.
Audience Engagement
Expertise in connecting with diverse demographics and motivating action.
Proven Results
A track record of successful campaigns that achieve client objectives.
The Challenge
Current Behaviour
Many residents already recycle paper, plastic and glass
The Gap
Food waste recycling is available but not yet habitual
Barriers
Barriers include confusion, discomfort and low perceived value
Opportunity: Focus on residents who already recycle and help them take the next step.
Campaign Objective
Increase use of household food waste recycling across Greater Manchester
By:
Normalising food waste recycling
Removing confusion and hesitation
Making the behaviour feel simple and expected
Target Audience
Households using kerbside collections
Residents living in houses rather than flats
People who recycle some waste but not food waste consistently
This audience is most likely to change behaviour quickly.
Key Insight
People already see themselves as recyclers.
Food waste recycling feels:
Unclear
Unpleasant
Optional
If it feels normal and easy, people are far more likely to do it.
Core Campaign Idea
"Next Bin Up"
If you already recycle, food waste is simply the next bin.
A small step, not a big change.
Messaging Framework
Primary message
It's time to use your food recycling service
Secondary message
There is a difference between wasting food and food waste
Supporting messages
  • Food waste is collected more often than general waste
  • Recycled food waste becomes compost
  • Simple actions make a local difference
  • Keeping food bins fresh is easy
Creative Routes Overview
Two simple creative routes, each with a clear role.
One drives action
One removes barriers
Together, they support behaviour change.
Route 1 (Lead): Next Bin Up
Role
Drive action.
The idea
If you already recycle, food waste is the next bin.
Why it works
  • Builds on existing behaviour
  • Clear and confident
  • Ideal for outdoor and transport advertising
Example lines
  • Next bin up
  • You recycle already. This is the next step
Route 2 (Support): It's Still Recycling
Role
Remove confusion and the 'yuck' factor.
The idea
Food waste is recycling, not rubbish.
Why it works
  • Clarifies what food waste is
  • Reassures residents
  • Builds confidence without guilt
Example lines
  • It's still recycling
  • Finished eating. Not finished recycling
Sense of Place and Localisation
Greater Manchester is positioned as a place that already recycles well.
Localised messaging examples:
  • Next bin up, Bolton
  • Manchester recycles. Food waste included
This keeps the campaign relevant at a local level.
Channels
Outdoor
  • Digital billboards
  • Tram and bus advertising
  • Transport hubs and food-related locations
Social
  • Short-form vertical video
  • Static and animated content
  • Editable toolkits for districts
Sample Video Concept (Social)
We envisage producing multiple shorts from the content shoot days addressing various areas of food waste
Format
  • Vertical, social-first
  • Up to 60–90 seconds
  • One person speaking directly to camera
Concept
A relatable resident explains food waste recycling in simple terms.
Key message
If you already recycle, food waste is the next bin.
Outline
  • Opening hook: "If you already recycle, this bit's for you."
  • Clear explanation of what food waste is
  • Reassurance about collection and cleanliness
  • Simple call to action to use the food recycling service
Video Production Approach
2 shoot days across Greater Manchester
Up to 10 models or actors, mixed ages and household types
Small professional crew:
  • 1 Producer or Director
  • 2 Camera Operators
  • 1 Photographer
  • 1 Assistant
Photography and video captured together for efficiency and consistency.
Tried and tested video process
Our comprehensive approach ensures high-quality, impactful video content tailored for social platforms.
Planning & Scripting
Detailed scripts, shot lists, and thorough location scouting for effective storytelling.
Pre-Production & Casting
Securing relatable talent and finalising all logistical arrangements for smooth filming.
Filming & Production
Professional on-location shooting, capturing engaging and diverse content for multiple shorts.
Post-Production
Expert editing, motion graphics, sound design, and music integration to refine the message.
Review & Delivery
Client feedback incorporation, final approvals, and timely delivery of all video assets.
Photography and Graphics
  • Photography captured during the shoot will be used to create finished campaign graphics
  • Outdoor ads, social assets and toolkits will be fully designed, not raw imagery
  • Assets created to work across formats and districts
Everything delivered is ready to use.
Overall Creative Delivery Process
A streamlined workflow from initial concept to ready-to-launch campaign assets.
Strategy & Concept Development
Defining the core message and creative direction for both video and static assets.
Content Capture & Production
Executing video shoots and photography sessions to gather all raw material.
Asset Design & Adaptation
Transforming raw content into finished videos, graphics, and localised toolkits.
Review, Approval & Launch Readiness
Final client review, approvals, and delivery of all assets, primed for distribution.
Budget
£35,000
Creative development and delivery
£5,000
Contingency
A focused two-route approach ensures value for money.
Why Shoot Business
Proven experience delivering public sector campaigns
Trusted by GMCA and R4GM
Clear, strategic approach to behaviour change
End-to-end delivery: planning, filming, design and final assets
Relevant Experience
R4GM – "In the Loop" Campaign
Here is campaign we worked on "In the Loop" where R4GM commissioned us to educate audiences on the circular economy
Feedback from Ellie Preston, Ellie Preston, Communications and Behaviour Change Officer – Waste and Resources, GMCA
Across the whole campaign we’ve had 18,494,536 impressions.
Impressions/opportunity to see came from:
Print advertising
Video advertising (TikTok & YouTube)
Online adverts
Social reach, including being shared by our district partners at 8 of the councils in Greater Manchester
Digital screens
Bus posters
Inside trams and at tram stops
R4GM – "In the Loop" Campaign final artwork for social and outdoor
R4GM – "In the Loop" Campaign final videos
Summary
Next Bin Up
A clear, confident campaign designed to turn intention into habit.
Simple messaging
Strong local relevance
Delivered efficiently and on time