Influential has brought Liverpool’s purple bins to life in a new campaign to improve recycling rates.
They’ve also created a Third Liver Bird, which is made entirely from recyclable materials.
We’re Talking Bins was developed by Influential alongside Liverpool City Council.
Using humour and storytelling to encourage better recycling habits, the 6-month campaign will feature “characterful, talking bins and suite of playful content.” This will include videos of the bins chatting, debating and dishing out straight-talking advice about what goes in which bin.
“The talking bins might be playful, but the issue is serious. From day one, Influential brought a deep understanding of our communities and a clear strategy rooted in real insight,” said Edna Boampong, Director of Communication and Engagement at Liverpool City Council.
“Their work helped us turn a complex challenge into a campaign that’s creative, clear and genuinely engaging. We know residents want to do the right thing, now, with this campaign, they have the clarity and confidence to take action.”
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Liverpool has one of the worst recycling rates in the UK. But research led by Influential found most residents want to do better, they just don’t always know how.
The agency worked with communities across the city, to gather insights and test ideas to develop a creative approach.
“This campaign is a brilliant example of insight-led creative work. We started by listening, and that shaped every part of the campaign, from the strategy to the tone of voice. It’s been a real collaboration with the Council and the people of Liverpool,” added Karen Swan, Director at Influential.
“Liverpool’s purple bins are iconic. Giving them a voice felt like a natural way to connect with people and make recycling guidance feel less like a lecture and more like a conversation. When we tested it, the message landed. People listened – and smiled.”
To launch the campaign, an 8 foot ‘Third Liver Bird’ made entirely from recyclable materials was also unveiled designed by well-known Liverpool artist Faith Bebbington.
