Objective

Despite 3 in 4 people owning a reusable cup, only a third use it regularly, and 8.2 million disposable cups are used daily in the UK (WRAP), with just 4% recycled. Hubbub launched a behaviour change campaign to get 25-35-year-olds – the biggest culprits when it comes to disposable coffee cups – to ditch the waste and bring their own cup when they treat themselves to a hot drink on the go. 

Approach

Research showed that 25-35-year-olds often forget their reusable cups. Instead of guilt, the campaign focused on positive reinforcement:

• Social proof – using a reusable cup is cool

• Self-satisfaction – it feels good to help the environment

• Rewards – highlighting hidden perks

Result

We used positive messaging, a memorable visual identity and call to action to tackle single-use waste, focussing on positive reinforcement and habit formation. The campaign featured a pop-up coffee van (created in collaboration with Positive Experience) in Cardiff, Manchester, and London offering free coffee to anyone with a reusable cup, alongside messaging on the benefits of reuse.

Impact

The campaign reached 3.7 million 25-35-year-olds, and convinced 97% of them to use their reusable cups. A tactical media approach including TikTok and Spotify ads, influencer collaborations and geo-targeted placements helped drive people to our pop-up, and bring their reusable.

• 97% were encouraged to use their reusable cups.

• 53% explored other ways to reduce waste.

• 99% wanted the pop-up to visit more UK locations.