This isn’t just a radio campaign, it’s a Red Squirrel Media radio campaign...
18th April 2007
Yorkshire design and communications company Red Squirrel Media (RSM) has created its own clever adaptation of M&S’ famous TV food advertisement to bring the recycling message home to radio listeners in Dorset.
In its first radio campaign since being launched last October, the dynamic young company has used soft music and a sultry female voice to encourage residents in the Borough of Poole to clean and crush their recyclable goods for collection under the local authority’s blue bin scheme.
“This isn’t just a steel drinks can, it’s an empty, crushed steel drinks can” says the advert, “this isn’t just an empty plastic milk bottle, it’s a rinsed, squashed plastic milk bottle”, “this isn’t just an unused shoebox, it’s a clean flat card shoebox that’s been lovingly placed in your blue wheelie bin and is now ready to be recycled.”
The ads, being played on radio 2CR FM/Classic Gold Dorset between March 26 and June 24, are part of a campaign by the Borough of Poole local authority to increase recycling rates among local residents.
RSM projects manager Suzanne Hudson said: “We won the contract to design the radio adverts because we have considerable experience creating recycling campaigns for local authorities funded under WRAP (the Waste and Resources Action Programme).
“But while our eye catching banners, posters, newsletters and websites have been shown to really boost recycling rates, this is the first time we have been asked to put together a radio campaign.
“I was stuck in a traffic jam on my way to the NEC at Birmingham when the idea of producing a variation of the M&S food ads came into my head. Fortunately the client loved the idea and having received the order in February, we had everything ready to run by March 23."
Rachel Holt, recycling project officer for the Borough of Poole said: “We are delighted with the campaign and with the high level of service we have received from Red Squirrel Media.
“The work was provided to a tight timescale and I was kept fully informed throughout the process - it has been a pleasure to deal with RSM and we would definitely use their services again.“