Stockport-based Freedom Media Group (FMG) and Liverpool City Council have teamed up to launch a bold new citywide recycling campaign.
The drive is designed to engage residents across diverse communities and encourage sustainability, and utilises FMG’s proprietary Freeflow audience insight platform.
The campaign identifies five key audience groups: Recycling Warriors, Insecure Recyclers, Sceptical Recyclers, Apathetic Recyclers, and Stuck-in-Your-Ways Recyclers. These groups have been mapped geographically across Liverpool postcodes, enabling highly targeted messaging that speaks directly to different attitudes and behaviours around recycling.
The multi-channel campaign will run across connected TV, OOH and mobile. By combining demographic insights with app usage and location data, FMG is ensuring Liverpool residents receive messaging that resonates, whether they’re already eco-conscious or need extra encouragement to get started.
Dan Thompson, managing director and owner of Freedom Media Group said: “We’re delighted to have secured this exciting partnership with Liverpool City Council. Edna [Boampong, director of communication and engagement at Liverpool City Council] is a highly skilled and experienced marketing specialist, and supporting her and her team to ensure the success of this campaign is a privilege.
“Freeflow is the perfect solution for this project, and we’re ready to deliver outstanding results.”
Boampong added: “Freedom Media’s offering is highly impressive. Their tool, Freeflow, enables us to identify very specific audiences with a high degree of confidence and deliver media in a strategic and intelligent way.
“As a public sector organisation, it is crucial that we can be assured our campaigns are value for money, effective and deliver measurable outcomes. With Freedom Media, that assurance is clear.”
The campaign reflects Liverpool City Council’s ongoing efforts to improve recycling rates across the city. In November 2024, Liverpool was revealed to have the second worst recycling rate in England, with only 18% of household waste reused, composted, or recycled last year compared with an across-England average of 42%. Only Tower Hamlets in London did worse for recycling rates than Liverpool at the time, while in 2021-22 the average Liverpool household produced 636kg of waste, compared to the national average of 501kg.
