Behaviour change

Communications and behaviour change


The communications and behaviour change area works at both a London-wide and local level, and focuses on:

  • Delivering the London Recycles campaign, which encourages Londoners to recycle more by providing them with the motivation and information they need to recycle as much as possible, no matter where they are in the capital;
  • One-to-one communications support to boroughs and waste authorities as they deliver service change;
  • London-wide recycling, re-use and waste reduction initiatives to deliver national campaigns – such as Love Food Hate Waste and Love Your Clothes – at a local level; and
  • Localised funding for grass roots communications campaigns, to share Recycle for London messages directly with residents via their local council.

Communications support is available to boroughs and waste authorities either in the form of funding (through grant funded London-wide campaigns or direct one-to-one support for service changes) or advisory support, which is freely available to all waste authorities. This is in recognition of the fact that the quality of communication impacts on residents’ engagement and satisfaction with the service.  To access this support, either contact your key account manager or the communications team directly, by emailing

We also run regular training workshops and webinars on communications measurement and evaluation, new communications materials, food recycling communications and both the Love Food Hate Waste and Love Your Clothes campaigns. These are freely available to all London waste authorities and are publicised both through the London Recycling Officers’ Group (LROG) and direct contact with key personnel in council and waste authority recycling and communication teams.

London Recycles:

This was re-launched in November 2015 and has its own, locally flexible brand guidelines based on the national Recycle Now look and feel. The new guidelines, along with templates for various communication materials, are available on the WRAP partners site.

Love Food Hate Waste:

A London-wide “Little Wins” food waste campaign to prevent food becoming waste was launched w/c 16th May. This has been developed in close collaboration with each London borough as well as a wide number of commercial partners and local community groups.  It combines both content marketing and face-to-face consumer engagement to help raise awareness of food waste and will inspire and empower Londoners to reduce the amount of food waste produced in their homes.