The brand Wrap asked for a communication
campaign that targets students in the
UK and makes them recycle more often. A
poster series supports the year-long
campaign and informs about materials to
recycle. Simple illustrations show stu-
dents with packagings. The target group is
asked in an easy, however memorable
way to throw the article in the green bin.
The mascot of the whole campaign
is Recycle-michael, an unusual, but cool
character. Screenprinted freebie bags
contain a CD with a recycling song I record-
ed, a calendar and an engaging card
collection which will be handed out to stu-
dents during the Induction week. To
point out its presence in social media, the
campaign name contains a Hashtag.
Students upload all kinds of pictures on
Instagram and the mascot Recyclemichael
becomes an amusing story to tell.