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Recycle

Beyondly and RECOUP collaborate to increase recycling and tackle contamination

We are proud to have supported RECOUP through our Fund for Change programme since 2024 - a commitment to donating 5% of our net profit to charitable causes and community projects delivering positive impact for the planet and society. 

For three consecutive years, Beyondly's annual funding has supported consumer recycling education campaigns facilitated by RECOUP across local regions to Beyondly, to increase the amount of plastic recycled and reduce contamination in recycling collection streams.

Aligned with our purpose to lead, inspire, and educate to positively impact society and the environment, Beyondly is passionate about improving recycling behaviours in our local area and recognise that this needs to be an ongoing and collaborative effort to have maximum impact.

Project Background: 2024-2025

Preston City Council partnered with Pledge2Recycle Plastics, a RECOUP initiative supported by RECOUP and funded by Beyondly, to launch a city-wide recycling education campaign. The initiative was aimed to increase the amount of plastic recycled and reduce contamination of both ‘Paper and Card’ and ‘Cans, Plastic & Glass’ recycling collection streams.
The initiative aimed:
  • To increase the amount of plastic recycled
  • To reduce contamination of ‘paper and card’ and ‘cans, plastic & glass’ recycling streams

Despite previous recycling campaigns and engagement with national initiatives Preston City Council is experiencing a decline in recycling rate and increase in contamination. In 2021/22, 32.3% of household waste was sent for reuse, recycling, or composting. This figure dropped further to 30.7% in 2022/23. For comparison, the recycling rate for Lancashire in 2022/23 was 41.2%, while the UK average stood at 43.3%. 

Recycle (White)
RECOUP Preston City Council

A Citywide Recycling Push

The campaign, delivered under the RECOUP Pledge2Recycle Plastics programme, ran from September to December 2024 combining billboards, street hubs, school and community engagement, leaflet deliveries to all households in the Preston area, a radio campaign, and a fresh suite of social media assets. It aimed to clarify what can and cannot be recycled, with a particular focus on plastics, a key area of confusion for many households.

Key achievements include:

  • Total reach of over 265,000, covering all households in Preston.
  • 13% decrease in contamination in plastic, glass, and can bins.
  • 19% reduction in material rejections at sorting facilities.
  • Leaflet and campaign materials designed with accessibility in mind, including input from local disability groups and multilingual residents.
  • Engagement in priority wards, including Plungington, Deepdale and the City Centre, where housing types and language barriers present ongoing challenges.

Preston City Council Recycling Report

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Preston City Council, Beyondly & RECOUP Join Forces

Read a complete project summary and access the final report.

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Meet RECOUP

Founded in 1990, RECOUP is the UK’s leading independent authority and trusted voice on plastics resource efficiency and recycling.

As a registered charity, supported by a network of over 170 members, RECOUP aim to inspire collaboration by connecting the whole plastics value chain, lead the continued development of a plastic circular economy, resource efficiency, recycling and reuse and, educate the public and businesses on all aspects of plastics recycling and resource efficiency. Driving a more circular plastics system that protects the environment, underpinned by evidence and knowledge.

Learn more about RECOUP

Meet the Beyondly project team...

Chris Smith (MSc (Eng), CRWM)

Lead Consultant - Resource Efficiency & Circularity

Charlotte Davies (PIEMA AssocMCIWM)

Senior Consultant - Resource Efficiency & Circularity

Mel Harper

Head of Marketing, Brand & Impact

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Beyondly's Fund for Change

Beyondly have funded this project through our Fund for Change initiative, where we donate a portion of our profits to making a difference.

We run our Fund for Change programme annually, allowing us to support new charitable causes and community projects that deliver against our vision and purpose, to create positive impacts.

To be considered as one of our charities please complete our online form or email [email protected] if you have any questions. Applications open annually from 1st April - 31st July. 

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