How do you reach the 'hard to reach'?

When you already have one of the best recycling rates in the country how do you set about improving it? Well, if you're Recycle Devon you task RH with reaching out to the 'difficult' 18-24 year old audience to increase recycling rates overall by 1%.

Armed with insider knowledge on the lifestyles, attitudes and media consumption patterns of 18-24 year olds, we created an engaging social media, radio and outdoor campaign.

Did it work?
The campaign is up and around right now, so we'll be sharing the results as soon as we get them.