Somerset/Suez Waste Campaign

Case Study

Somerset Council — Food Waste Behaviour Change Campaign

Client: Somerset Council
Campaign: Food Waste Recycling
Channels: YouTube, ITVX, Facebook
Deliverables: Fully animated hero film, TV cut-downs, short-form social video

The challenge

Somerset Council wanted to encourage households to recycle food waste using the correct council-supplied food bin. This was a behaviour-change campaign, not simply an awareness exercise, requiring clear messaging, trust, and repetition across multiple channels.

The target audience was tightly defined: family households with parents aged 25–44, a group most likely to be managing food waste at home but also time-poor and difficult to engage with long-form messaging.

The approach

We developed a fully animated hero campaign, designed to work across both digital and broadcast environments while remaining friendly, accessible, and easy to understand.

The creative approach focused on:

  • Clear, character-led storytelling

  • A positive, practical tone

  • Simple calls to action encouraging residents to order a free food bin

To maximise efficiency, the campaign was built as a flexible suite of assets:

  • A 1 minute 7 second animated hero film with six professional voice performances

  • A 30-second broadcast version for ITVX with adapted voice-over

  • A portrait-format version for digital placements

  • Four 10-second cut-downs designed for short-form social media and rapid engagement

All assets were fully animated to ensure consistency, clarity, and longevity across platforms.

Media strategy

The campaign was delivered as a multi-channel system, with each platform playing a distinct role:

  • YouTube acted as the primary engagement and action channel, allowing viewers to watch longer-form content and click directly through to the council’s website.

  • ITVX provided premium, TV-style exposure, reinforcing trust, legitimacy, and message recall within a broadcast environment.

  • Facebook supported short-form reinforcement and direct response, particularly effective for driving quick action from familiar audiences.

This layered approach ensured the message was seen, remembered, and acted upon.

Results

Across YouTube and ITVX, the campaign delivered over 350,000 impressions, with strong engagement and exceptionally high completion rates on broadcast placements.

On YouTube, the longer-form animated advert achieved high view engagement and drove measurable traffic to the Somerset Council website.

The short-form assets performed particularly well on Facebook, where:

  • The campaign reached around 50,000 people

  • Generated over 2,200 link clicks

  • Achieved strong full-view performance on 10-second videos

Website analytics showed nearly 2,000 page views, with the majority of traffic coming from social media, indicating that the campaign successfully motivated residents to seek out further information and take action.

Longer-term indicators, including food waste collection weights, are being assessed by the council as part of ongoing evaluation.

Value delivered

The campaign demonstrates how bespoke animation and smart channel planning can deliver strong results within public-sector constraints.

By creating a single creative idea that could be adapted across formats and platforms, the project achieved:

  • High production value

  • Efficient media delivery

  • Clear behaviour-change messaging

  • Assets that can be reused or adapted for future campaigns

Outcome

This campaign shows the power of combining clear creative, targeted media, and multi-channel reinforcement to support meaningful behaviour change.

It also highlights the importance of designing campaigns as systems — where long-form storytelling, broadcast credibility, and short-form social content work together to drive awareness, trust, and action.

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