Ecosurety and behavior change charity Hubbub launch #InTheLoop open-source toolkit; toolkit is an in-depth guide for local authorities on how to roll out successful recycling-on-the-go campaigns, uses insights gathered from seven previous UK trials

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BRISTOL, United Kingdom , October 12, 2022 (press release) –

Ecosurety and behaviour change charity Hubbub have once again joined forces to bring the hugely successful #InTheLoop initiative across the finish line, with the launch of a new open-source toolkit.

The #InTheLoop toolkit is an in-depth guide to local authorities on how to roll out a successful recycling on-the-go campaign and thereby increase recycling rates and reduce the amount of waste sent to landfill or incineration.  

The toolkit, launched at the LARAC conference in Birmingham and funded by Ecosurety, brings together key learnings and insights gathered from #InTheLoop, the UK’s biggest collaborative approach to boost recycling on-the-go.

Stephanie Housty, Marketing and Sustainability Manager at Ecosurety said: "Four years after we joined forces with Hubbub to launch the #LeedsByExample campaign, we are thrilled to close the loop with #IntheLoop by funding this toolkit. Packed with useful tips and assets, it aims to inspire more locations to start or improve their own on-the-go recycling infrastructure."

Closing the loop

Gavin Ellis, co-founder of Hubbub, said: “Our new toolkit pulls together key insights from seven trials in a variety of UK locations that have taken place over the last four years.  Our ambition is for #InTheLoop to become a recognised and effective approach to out of home recycling that can be replicated throughout the UK and beyond. We hope sharing our results and learnings openly will be useful to local authorities looking to improve their recycling services

Looking back

The #InTheLoop initiative was first trialled in 2018 under the banner #LeedsByExample, with unprecedented backing from major brands and industry associations. The initiative gained momentum producing impactful results and was followed by similar trials in Swansea, Edinburgh, Dublin, Wimbledon, Telford and Lambeth under the banner #InTheLoop.

These areas installed and tested a range of bright, colourful and eye-catching bins to make it as easy as possible for people to recycle empty glass, plastic bottles, cans, and in some cases coffee cups, and therefore improve recycling rates. Across all these #IntheLoop pilot projects, over 500 bins have been installed and over 2.5 million plastic and glass bottles and cans were collected and recycled.  

The results and learnings from the various trials have been compiled into this new toolkit to act as a blueprint for other local authorities to benefit from, and the online resource is packed with information, tips and downloadable templates and assets.

Click here to find out more about the #InTheLoop toolkit

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Dan Rivard
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