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The Refill Channel

/ April 9th 2021

Non-profit organisation behind the Refill campaign and Refill app, City to Sea, partnered with international asset managers and sustainability investment experts Robeco, and JCDecaux UK, to highlight the sheer scale of single-use plastic pollution, while also demonstrating how every individual is able to make a real difference by making a small decision and choosing to refill.

The campaign encouraged easy, positive behavioural change to switch from single use plastics to refillables; raise awareness of the City to Sea network of Refill stations; and encourage Refill app downloads to find the Refill stations while out and about.

Research showed that the campaign:

  • Was well-received: 54% believed it was an ‘important’ campaign; 39% that it was a ‘great free initiative’
  • Drove positive perceptions: 48% agreed Refill is ‘for everyone’; 33% were ‘likely to use Robeco’s services’
  • Encouraged action: 28% would download the Refill app; 33% would recommend; 35% would find out more about Refill and City to Sea

Source: JCDecaux MyConnections June 2019

The campaign won ‘Consumer Engagement / Marketing Campaign of the Year’ at the edie 2020 Sustainability Leaders Awards in February 2020.

To learn more:

Launch press release: https://www.jcdecaux.co.uk/news/jcdecaux-uk-city-sea-and-robeco-launch-refill-channel-encourage-consumers-refill-move

Full case study and campaign video: https://www.jcdecaux.co.uk/insight-and-nickable-slides/refill-channel-city-sea-robeco-and-jcdecaux-case-study-positive-message-communication

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