Do you know where your waste is going?


Action Wales

Having delivered numerous successful projects for Fly-tipping Action Wales, Equinox was tasked with creating and delivering the government-funded initiative’s latest campaign. When new regulations introduced a £300 fine for people who fail to check where their household waste is going, our awareness campaign urged householders in Wales to ditch their unwanted items responsibly by always using a registered waste carrier.


Our thought-provoking campaign message – Your Duty of Care – inspired citizens to take responsibility for their household waste. We anchored this line across a variety of formats, implementing bespoke creative treatments to hit each touchpoint. These included:

  • Bilingual campaign launch video


  • Bilingual, 30-second radio commercial – played over six weeks on stations across Wales

  • Three-month digital advertising campaign comprising Google Search and Display Network; targeting key Welsh demographics and locations

  • Comprehensive PR launch, including both national and regional press releases.


  • 4.5m total campaign reach


  • 19 pieces of media coverage, including headline topic on BBC Radio Wales ‘Good Morning Wales’ and a 3-minute piece on ITV Wales evening news

  • PR OTS of 941,024


  • 322,000 content engagements


  • 49,300 web visits to webpage


  • 3.4% uplift in Welsh householder understanding of Waste Duty of Care.​​