The Leith Agency worked in partnership with The Scottish Government and Zero Waste Scotland to develop a campaign to encourage an increase in the amount of waste recycled in Scotland.

This campaign uses Ernie the elephant from the ‘Re-use your bags’ campaign. He is still made from a carrier bag but this time he plays around with other recyclable household materials to show us exactly what materials can be recycled.

An animated TV advert was created, along with radio adverts, 6-sheets in super markets, partnership and field marketing activity. As part of this Ernie embarked on a Scotland-wide tour visiting tourist attractions, town/city centres and sporting venues during his six-week tour of the central belt, Ayrshire, the Highlands, Borders and Dumfries and Galloway.

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