Choose2Reuse
The Association of Charity Shops, in partnership with the Cambridgeshire and Essex Community Reuse and Recycling Networks (CCORRN and ECORRN), delivered a reuse campaign - the first known of its type in the UK.
The campaign, funded by Defra, ran in Bedfordshire, Cambridgeshire, Essex, Hertfordshire, Norfolk, Northamptonshire and Suffolk for three years until 2008. Our aim was to build a strong, sustainable 'reuse' campaign adopting shared messages and artwork by charity shops and others, to change consumer behaviour.
Research
We produced
research examining the public perception of current reuse
behaviour in the East of England. Download the campaign's research report
below:
Choose2Reuse in the future
We have had some very positive feedback about the project, and would like to say thank you once again to all who took part.
Download our summary document, giving more information on the campaign and participants' responses. We have issued a flyer offering the chance to buy the artwork which we created. If you like the look of the posters, leaflets or window stickers, and would like to create them yourselves to run your own campaign, the artwork disc can be purchased through us for £99 + VAT. Please email Isabelle or call 020 7255 4477.
Year 3
In Year 1, the project focused on charity shops in the
seven counties of the Anglia region. A series of roadshow events,
supported by posters and leaflets, helped to encourage people to
see charity shops and furniture reuse outlets as a great place to
pick up a good quality item, and the perfect repository for
unwanted goods.
In Year 2, we welcomed furniture reuse projects to the campaign and adapted our support materials so as they were relevant to all participating shops. There was also a return of the Green Santa, who toured Anglia’s shopping centres in January 2007, collecting both unwanted Christmas presents and reuse pledges from the public.
Green Santa will be making a return in Year 3, along with other eye-catching ways of getting the message across while getting donations for your shops. This year, we will be working more closely with Local Authorities, particularly on our Choose2Reuse@Work campaign, which will see donations coming in through specially-designed containers taken into workplaces.
As we grow increasingly focused on our “carbon footprints”, it is time to draw people’s attention to just how environmentally ethical shopping for second-hand goods can be.
Year 2: January
The campaign focus switched to attracting good
quality donations into shops, as well as volunteers, with our
free window decals asking people to Become A Reuse Champion,
and our posters urging them to Donate It! Participating
charities will also be providing free
information leaflets to customers.
Out and about in Anglia, we have also been urging people to take our pledge cards, to remind them to donate at least three times a year.
The artwork for the 'Stop Look Buy' and 'Donate It!' posters can be obtained on a CD by contacting Isabelle at the Association.
The January launches
Following
the success of Year 1’s Green Santa events in Norwich and
Chelmsford, we ran a series of six different Green
Santa "Grottos" over a fortnight in January. With the help
of various Local Authorities, these were held in shopping
centres in Bedford, Cambridge, Watford, Ipswich, Norwich and
Chelmsford. Members of the public were invited to
bring good-quality donations resulting from unwanted,
duplicate or replacement gifts, or sale purchases. These items
were then distributed among the charity and furniture
group representatives who were helping us out on each
day.
The October campaign
In the second year
of the project, invitations have been extended to furniture reuse groups
as well as charity shops. The project now involves over 470
participating shops, representing 45 charities and furniture
groups. Our campaign materials have been revised to
accommodate these new participants, with the leaflets now
containing better advice for those who wish to donate larger
items.
October saw the start of the second phase of the Choose2Reuse campaign. The “Buy Now Donate later” strapline, coupled with the eye-catching posters bearing the traffic light iconography, was used to draw consumers into Anglia’s Charity and Furniture Reuse Shops. From January, these traffic lights have been used to guide people into making better quality donations, with green for welcome, red for unsuitable, and amber for potential maybes. Both posters are pictured below:
Radio advertisements and press pieces will also add to the momentum behind the campaign, as will the support of various Local Authorities.
The
launch of Year 2 took place on October the 9th in Burleigh
Street, a pedestrianised shopping area in Cambridge which is
home to six charity shops. A full living room set was created
on the pavement, with furniture and decorative household items
provided by local charity shops and furniture projects.
Traffic light balloons, to match the “Stop, Look, Buy” posters, completed the eye-catching look. The City Mayor and Councillor John Reynolds (pictured right) marvelled at the beautifully laid out dining table and plush green sofa, and accessories such as antique books. One hundred free Jute bags were given out, promoting reuse, and hundreds of leaflets were distributed to passers-by.
12 October saw another launch event. Anglia TV News East anchorwoman Clare Weller was happy to be photographed in the Norwich Scope shop. She said, “My home is half filled with reused items: my favourites are my 1930's Maple dressing table and wardrobes. It is fun looking for interesting things in charity shops: some of the best things are the ones I wasn't even looking for."
Year 1
In
its first year the project focused on 500 participating
charity shops, representing 40 charities across Anglia.
Customers were provided with leaflets, and posters highlighting the
importance of reuse were
displayed in shops.
In Cambridgeshire, the campaign also included adverts on local
radio.
Launch events were held in Norwich and Chelmsford in January 2006, which featured a ‘Green Santa’ who collected unwanted Christmas presents and other goods. Green Santa provided an eye-catching focus for the press and public to engage with the campaign, which aims to:
- Increase donations of good quality items to charity shops
- Raise awareness of items that are unsuitable for donation
- Promote buying from charity shops.
In addition, shop volunteers acted as 'Reuse Champions' to promote the donation of high-quality items, and were rewarded with badges and certificates.