Thursley Nature Reserve In The Surrey Hills

Annual review

Surrey Environment Partnership
April 2020 – March 2021

Activity and achievements 2020-21

Watch your waste campaignManaging Surrey’s waste: Watch Your Waste campaign

Each SEP communications campaign is developed using the 6Es model of behaviour change, which takes into account the different ways to influence behaviour – enabling, encouraging, engaging and exemplifying. It also includes an ‘explore’ stage to gather insight to inform the actions to be taken and an ‘evaluate’ stage to measure success and help shape future campaigns.

watch your waste diagram

The type of evaluation is determined by the campaign spend. For higher budget campaigns independent research is commissioned, which gives us an insight into how residents responded to the campaign and if it impacted their behaviour. Smaller budget campaigns are predominantly delivered through digital channels, so evaluations assess how residents interacted with content.

Binterrogator instagram campaignOur planned campaign for 2020-21 aimed to capitalise on residents’ interest in doing more to improve the environment and issue a strong call to action for residents to ‘own their impact’. However, the coronavirus pandemic caused us to both delay the start of the campaign and rethink the theme. Asking residents to own their impact felt inappropriate while they were living under Government mandated restrictions.

The campaign was renamed as Watch Your Waste and launched in September 2020 with messages that aligned and followed on from the coronavirus-specific campaign, which was created in response to the pandemic.

Communications focused on specific topics at different times with the creative given a consistent look and feel and all materials badged under the ‘Watch Your Waste’ banner. Digital channels and tactics used to reach residents included social media, advertising on websites visited by Surrey residents, Google search and Gmail, and films on YouTube. Offline tactics included media interviews, newspaper advertorials and radio advertising.

Communications focused on specific topics at different times with the creative given a consistent look and feel and all materials badged under the ‘Watch Your Waste’ banner.


  • The campaign started by encouraging residents to review the amount of waste they produce using a Binterrogator. The tool, which can be downloaded from the SEP website, can reduce waste by helping residents to monitor what they put in their rubbish bins over a given period and finding recyclable or reusable alternatives to items thrown away regularly.
  • During the same month, we took part in Recycle Week, the annual campaign organised by WRAP to encourage the nation to recycle more.

Watch your waste campaign posters


  • Watch your waste campaign - octoberWe encouraged residents to reduce waste by composting at home, highlighting the environmental benefits of composting and the discounted compost bins available to Surrey residents.
  • During the same month, we also encouraged residents to increase recycling by using food caddies. Key messages focused on using food caddies to free up space in rubbish bins as residents were spending more time at home due to Government guidance and bins were fuller than usual.

November/ December

  • Our communications centred around waste reduction and recycling during and just after the festive period.
  • A particular focus was to reduce the amount of contamination from non-recyclable cards and paper, including encouraging residents to make sustainable choices when buying these items.


  • The campaign again encouraged residents to reduce the amount of food waste they produce and recycle as much food waste as possible. Messaging gave tips on how to reduce and recycle food waste and highlighted the resources available to help.

Engaging residents in our messages was challenging but we nevertheless achieved some good results.


  • Watch your waste campaign - MarchThe food waste focus was extended to support and share messages about the first national Food Waste Action Week, which ran from 1-7 March.
  • Also in March residents were encouraged to reduce waste by composting at home and to recycle more by signing up to their local garden waste collection service. This phase of messaging came at a time when residents were feeling more optimistic as restrictions began to ease, so we used updated artwork featuring fun images of garden gnomes.

Through the campaign period the global pandemic continued, and messages related to it dominated all communications channels. Cutting through this noise to engage residents in our messages was challenging, but we nevertheless achieved some good results.

Evaluation highlights

  • Almost 182,000 views of the SEP website campaign pages.
  • Digital adverts on websites visited by residents were seen just under 6 million times and generated over 60,000 clicks to the SEP website.
  • Posts on Facebook, Twitter and Instagram were seen 890,000 times and resulted in almost 30,000 engagements (likes, comments, shares, link clicks).
  • 20 posts on public Facebook groups reached a combined following of over 142,000 members.
  • A campaign article on Surrey Live generated 1,200 page views, an article in the Surrey Advertiser reached 47,452 readers and a single blog post by a local blogger received 3,554 page views.
  • Posts on the social network, NextDoor, were trialled for the first time and were seen by more than 148,000 residents.
  • Campaign videos across all SEP digital channels were seen 428,618 times.

Posts on Facebook, Twitter and Instagram were seen

890,000 times

See also

Surrey’s target


70% of Surrey’s waste should be recycled.