Exploring waste, consumption and climate attitudes in West London
West London insight: Exploring residents’ waste, consumption and climate behaviours
More +
The mission.
Closing the gap between intention and action
Across the Liverpool City Region, most residents already reuse items occasionally, but this behaviour is often inconsistent and not yet embedded in everyday routines. The challenge was not to create awareness, but to make reuse easier, more visible, and more achievable at scale. Find Your Re-Purpose set out to close the gap between intention and action, helping residents take simple, practical steps to reuse more. By focusing on small, repeatable behaviours, the campaign aimed to normalise reuse and support lasting change across households.
The campaign.
A two-phase behaviour change campaign
Find Your Re-Purpose combined high-impact awareness with practical digital activation to move residents from intention to action. Phase 1 used out-of-home media, including iWalkers across all six boroughs at key moments and large-format billboards, to make reuse feel normal and relevant. Phase 2 built on this through targeted digital prompts with clear, actionable steps. This approach drove over 10,000 visits to the campaign hub and tens of thousands of interactions, helping residents turn simple ideas into everyday actions and making reuse more visible across the region.
The impact.
The campaign showed that behaviour change can be effectively supported through simple, timely prompts that make action easy. Residents engaged with practical reuse ideas and contributed their own, helping to increase the visibility of reuse behaviours. This demonstrates how making actions clear, relevant, and achievable can help turn intention into everyday habits at scale.
345,000+
residents reached
42,989
interactions with campaign content
10,450
visits to the campaign hub
459
downloads of reuse guidance
