Hackney Design Studio was engaged to create a comprehensive campaign of outdoor and social media assets with the primary objective of raising public awareness regarding the substantial volumes of waste generated within the city of London. The campaign aimed to underscore the environmental and societal implications of London's waste production, encouraging residents and businesses to consider their consumption habits and waste disposal practices. The commissioned materials were intended to be visually engaging and informative, suitable for display in various public spaces and dissemination across diverse social media platforms to maximize reach and impact.

To make the abstract concept of waste management tangible, the Hackney Design Studio transformed a typical North London street by filling it with the amount of rubbish discarded by the city in a single minute. This impactful visual demonstration aimed to give residents a concrete understanding of continuous waste generation, encouraging greater participation in recycling and promoting more sustainable daily practices.

Building on this visual, the campaign incorporated detailed statistics on specific waste streams. This data-driven approach prompted individuals to critically examine their consumption habits and make more conscious choices regarding purchasing, usage, and disposal. Ultimately, the campaign effectively conveyed that even small, routine actions have a significant collective impact on the environment and the city's sustainability.