The launch of the UK’s first nappy recycling facility
Pioneer of nappy recycling technology, Knowaste recently achieved planning permission to open what will be the UK’s very first facility capable of recycling disposable nappies and personal care products.
Activity
JBP created and implemented a communications strategy encompassing media and stakeholder relations in order to support Knowaste’s planning application.
Key to success was positioning Knowaste as a solution to the UK’s growing landfill problem and raising awareness of the landfill diversion impact of the Knowaste process together with the other environmental benefits.
Getting in front of key influencers and opinion formers – from MPs and local councillors to independent waste experts was critical. JBP staged high profile ‘introducing Knowaste’ events in Birmingham, where the plant will be built and in Westminster to unveil Knowaste’s plans to potential customers and key influencers that included sspecialist waste contractors, local authorities, healthcare providers and politicians.
JBP also enlisted the support of Peter Jones, OBE (ex Biffa Director and independent member of the London Waste and Recycling Board) who acted throughout the campaign as an independent spokesperson for Knowaste. As a well-known figure in the waste management sector, this added further weight and
credibility to the campaign.
A roadshow was also organised – nine cities in 10 days – to celebrate planning
having been achieved and to start seeding the idea for more plants in other UK locations.
Extensive media coverage has been achieved, helping build a corporate profile
for Knowaste on a national and regional platform.
Results
- 50+ stakeholder relationships formed and maintained
- Knowaste included in The Times’ 2009 Most Innovative Recycling and Waste Management Companies list
- Media coverage achieved in every national newspaper in the run-up to planning being granted
- Highlights included a 4 minute news report on the Channel 4 news, which was repeated on bulletins throughout the day, a leader in the Times and articles in the Daily Mail, Express and Telegraph
- Total audience reach of 9,672,030 million through media coverage
- Audience exposure to minimum of three key messages per item of coverage
- PR value (media coverage only) of £200,000
- A 3:1 return on investment