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.


Introducing Tipio Anghyfreithlon: Eich Dyletswydd Chi Yw Gofalu | Fly-tipping: It’s Your Duty To Care — a thought-provoking, fully-bilingual, integrated-communications campaign, designed to inspire Welsh residents to take responsibility for their household-waste and help stop fly-tipping at the source.


When new regulations introduced a £300 fine for people who fail to check where their household waste is going, our CIPR award-winning awareness campaign urged householders in Wales to ditch their unwanted items responsibly by always using a registered waste carrier.


We anchored our thought-provoking message – It’s Your Duty of Care – across a variety of formats and platforms, implementing bespoke creative treatments to hit each touchpoint. Bilingual, multi-channel tactics to maximise campaign awareness included:


  • Five-week TV advertising campaign with Sky Adsmart and S4C (utilising creative campaign launch video).


  • Bilingual, 30-second radio commercial – played over six weeks on community radio stations across Wales in locations where fly-tipping is most rife.


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

  • Three-month digital advertising campaign across Facebook, Instagram, Google Search and Display Network; targeting key Welsh demographics and locations with key campaign messages​.

  • Supporting organic social media content across nine month period (Facebook and Twitter — including proactive and reactive COVID-19 focused content and ‘How can I get rid of my waste?’ animation).

  • Stakeholder engagement, comprising a campaign toolkit and outreach, including posters, leaflets and regionalised social media content.


  • Campaign survey to measure Waste Duty of Care awareness.



  • 8.8m total campaign reach.


  • 54 pieces of media coverage, including broadcast segments on BBC Wales Today and S4C Newyddion.

  • PR OTS of 5.6m.


  • 44.7k campaign content engagements.


  • 45.8k web visits to webpage.


  • 23 key FtAW partners shared campaign content.


  • 20.9% uplift in Welsh householder understanding of Waste Duty of Care.