Increasing recycling rates in Blackburn with Darwen through targeted communications

Blackburn with Darwen Borough Council recorded a recycling rate of just 30% in 2023/24, significantly lower than the national average of 44.6%. Keen to improve its performance across kerbside collections and Household Waste Recycling Centres (HWRCs), Blackburn with Darwen recognised that a more effective communications strategy was needed.

As a borough rich in cultural diversity, Blackburn with Darwen benefits from a vibrant mix of communities and traditions. However, this can also present communication challenges – particularly in households with lower levels of English literacy. This, combined with high levels of deprivation, made it harder for some residents to engage with existing recycling services.

The Council saw a clear opportunity to make its messaging more inclusive, accessible, and effective across all demographics. Resource Futures, commissioned via WRAP, was tasked with reviewing and refining Blackburn with Darwen’s communications strategy to increase recycling participation, address cultural and language barriers, and enhance the overall effectiveness of its communications to increase recycling participation across the borough.

Building a complete picture

Before reviewing existing communications, we wanted to build a detailed understanding of who lives in the borough and how they could be reached most effectively. Using ACORN (a postcode-level, socio-demographic segmentation tool) we identified the three most prevalent population groups as Urban Diversity [4.N] (28%), Cash-Strapped Families [6.S] (22.5%) and Hard-up Households [5.R] (11.4%).

Insights gleaned from these groups showed that many residents were prioritising convenience and daily pressures over environmentally mindful behaviours. Recycling tended to occur only when it was habitual or easy to do, rather than being driven by strong environmental values. Messaging needed to be straightforward, relevant, and clearly linked to practical benefits.

Reviewing current communications

Building on the ACORN insights, a detailed review of existing communications across web, print, and social media helped identify inconsistencies in tone and content, as well as practical gaps in accessibility.

Considering the demographic analysis, it was clear that simplifying language, improving visual clarity, and creating more consistent messaging across all channels would help strengthen engagement. Small adjustments – such as aligning design elements and introducing more visual cues – had the opportunity to make a substantial difference, especially for audiences with varying literacy levels.

Digital channels offered further opportunities to support clarity and accessibility: this included simplifying the navigation of the Council’s website, introducing translation tools, and using short-form video to complement printed guidance. QR codes were proposed as a simple way to link offline materials with online resources, reinforcing messages in a flexible and accessible format.

By focusing on ease, relevance, and familiarity, these recommendations make recycling communications more intuitive and engaging – meeting residents where they are in both format and tone.

Benchmarking and best practice

Wanting to ensure that the actions being proposed were grounded in proven approaches, a benchmarking exercise compared Blackburn with Darwen with other similar local authorities (LAs). Using demographic and service data, six LAs facing comparable challenges were analysed to understand their campaigns and communications strategies.

This process helped surface effective examples of behaviour change techniques in practice – from faith and culture-focused outreach to community-led education programmes. These case studies offered valuable insights into what worked in these kinds of communities, and where common pitfalls can be avoided.
Key lessons from GMCA’s ‘up and forward’ campaign

The ‘up and forward’ campaign by Greater Manchester Combined Authority (GMCA) offered valuable insights and effective strategies:
• Rewards for recycling motivated higher participation.
• Trusted local leaders and faith groups helped deliver culturally relevant messages.
• Multilingual communication ensured accessibility for diverse residents.
• Highlighting community efforts promoted collective pride in recycling.
• Localised messaging resulted in 24% increase in organic waste and a 29% increase in recycling participation.

This research (and its accompanying recommendations) sets out a path to improving communications through clearer, more consistent messaging aligned with the everyday experiences of residents, as well as providing a better user experience through site adjustments and the provision of multimedia messaging to aid understanding.

Simple steps – such as revised bin stickers and QR codes – are aligned with more fundamental shifts in the tone and nature of messaging to incorporate community voices and increase visual prompts.

This project has enabled Blackburn with Darwen Borough Council to take confident steps toward more inclusive and effective recycling engagement, ultimately improving its recycling performance.

By continuing to refine its approach and invest in community-led communications, Blackburn with Darwen is well positioned to build on early progress, creating recycling services that are not only more effective but also more equitable and engaging for all.

This project is included in our 2024-25 Impact Report.
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