Preston City Council, Beyondly and RECOUP join forces to increase recycling efforts and tackle contamination

By Rob Kelly

18 Jul 2025

Recycling

A targeted recycling education campaign spearheaded by Preston City Council has reached over 265,000 residents, and helped to cut recycling contamination reports by 13 per cent and reduce material rejections at the sorting facility by 19 per cent.

It has also been in conjunction with plastics recycling and resource efficiency charity RECOUP, with funding and support from environmental consultancy Beyondly.

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.

Coun Freddie Bailey, cabinet member for environment and community safety said: “The outcomes of this campaign are brilliant. Preston residents want to do the right thing when it comes to recycling, and this campaign helped make that easier. By combining local pride with practical information, we empowered people to recycle more and better.”

Preston City Council saw an 11 tonne increase in plastic, glass and cans collected in 2024/25 in comparison to 2023/24.

The city also recorded fewer crew-reported contaminants such as general rubbish and plastic bags in recycling bins, an encouraging sign that consistent messaging is paying off.

Key achievements include:

  • Total reach of over 265,000, covering all households in Preston.
  • 13 per cent decrease in contamination in plastic, glass, and can bins.
  • 19 per cent 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.

The campaign delivery included engaging directly with communities through school visits, supermarket events, and a dedicated recycling van at the city’s Flag Market.

Surveys conducted during engagement revealed that while many residents want to recycle more, they often struggle with understanding what’s accepted and how to prepare materials properly.

Katherine Fleet, head of sustainability and circularity at RECOUP said: “Education remains a vital part of the recycling puzzle. By using visuals, clear messages, and trusted community channels, this campaign helped to reduce confusion and increase confidence in recycling.”

Beyondly, who supported delivery of the campaign as well as providing grant funding, also praised its impact and inclusive approach.

Charlotte Davies, senior consultant resource efficiency and circularity at Beyondly said: “At Beyondly, we’re proud to support initiatives that empower communities to make lasting environmental change.

“This campaign in Preston is a fantastic example of how collaboration and clear communication can reduce contamination, increase recycling, and build a more sustainable future.”

Looking ahead, Preston City Council plan to build on these learnings, including strengthening relationships with schools, improving access to recycling for households without kerbside bins, and considering the needs of neurodiverse residents.

The Preston City Council Recycling Report 2025 provides a comprehensive review of the campaign’s outcomes, highlighting not just statistics, but also the lived realities of Preston’s diverse communities.

To learn more or access the full report, visit: www.recoup.org/resources/reports/ or join us at a webinar on 10 September 2025, register your interest here.

Enjoyed this? Read more from Rob Kelly

Latest news

1

Double digit promotions across Napthens Group 10 promotions at Napthens Group

Double digit promotions across Napthens Group

03 Oct 2025

2

Tourism Unsung Hero finalists revealed Jenny Moss Kate Pollard Peter Martland Andy Black

Tourism Unsung Hero finalists revealed

01 Oct 2025

3

Basil's in the pink Basil Newby

Basil's in the pink

30 Sep 2025

4

Celebrating the Women building Britain’s business future at The Enterprise Vision Awards The 2025 Enterprise Vision Award winners

Celebrating the Women building Britain’s business future at The Enterprise Vision Awards

30 Sep 2025

5

Business School recruits three industry leaders University of Lancashire recruit business leaders Rob Binns, Miranda Barker and Marcello Trovati new

Business School recruits three industry leaders

30 Sep 2025

Background image for hub sign up block

LBV Hub

Leverage Lancashire Business View platforms

Post your news
Post your events
Post your offers
Build your network
Improve your SEO
Gain coverage in the magazine
Sign-up
Events
CMI Level 5 Management and Leadership Course
UCLanAerialCampus.jpg.jpg
LBV Hub Seminars
21 Feb 2025 - 21 Feb 2026

CMI Level 5 Management and Leadership Course

Preston Campus, Preston , PR1 2HE

09:00 - 17:00

CMI Level 5 Project Management Course
UCLanAerialCampus.jpg.jpg
LBV Hub Seminars
21 Feb 2025 - 21 Feb 2026

CMI Level 5 Project Management Course

Preston Campus, Preston, PR1 2HE

08:00 - 17:00

Help to grow management course
Help to grow - barriers to growth.png.png
LBV Hub Seminars
26 Sep 2025 - 16 Dec 2025

Help to grow management course

Preston Campus , Preston , PR1 2HE

09:00 - 15:00

Chamber Breakfast Networking – October
Lancs-cham-logo.jpg.jpg
LBV Hub Networking
07 Oct 2025 - 07 Oct 2025

Chamber Breakfast Networking – October

Soul Bowl, Morecambe, LA4 4BU

08:00 - 10:00

The Future of Work: Tech, teams and thriving in a changing world
Oct PTC.png.png
LBV Hub Networking
07 Oct 2025 - 07 Oct 2025

The Future of Work: Tech, teams and thriving in a changing world

Society1, Coworking Space, Preston, PR1 3LT

18:00 - 19:30

HR Recharge: Empowering today’s workforce, transforming tomorrow’s workplace
Muted Blue (4).png.png
LBV Hub Seminars
08 Oct 2025 - 08 Oct 2025

HR Recharge: Empowering today’s workforce, transforming tomorrow’s workplace

Crow Wood Hotel & Spa Resort, Burnley, BB12 0RT

08:30 - 13:30

Empowering franchise growth in the North West
TFA Event - Empowering Franchise Growth.jpg.jpg
LBV Hub Seminars
09 Oct 2025 - 09 Oct 2025

Empowering franchise growth in the North West

Forbes Solicitors Sceptre Way Walton Summit Centre , Preston, PR5 6AW

08:00 - 10:00

Empowering Franchise Growth in the North West
Empowering Franchise Growth in the North West event
LBV Hub Seminars
09 Oct 2025 - 09 Oct 2025

Empowering Franchise Growth in the North West

Forbes Solicitors, Sceptre Way, Walton Summit Centre, PR5 6AW, PR6 6AW

08:00 - 10:00

Advantage: AI – A Workshop for Business Leaders – Oct 10th
Ai 10.10.png.png
LBV Hub Seminars
10 Oct 2025 - 10 Oct 2025

Advantage: AI – A Workshop for Business Leaders – Oct 10th

Door4 Office, Burnley Wharf, Burnley, BB11 1JG

09:00 - 12:00

Unlocking major project opportunities in the North West
Lancs-cham-logo.jpg.jpg
LBV Hub Seminars
15 Oct 2025 - 15 Oct 2025

Unlocking major project opportunities in the North West

Strathmore Hotel, Morecambe, LA4 5AP

08:00 - 10:00

The New Employee Rights Landscape: Day One Compliance Essentials
EventBrite NORi - 15th Oct 2025 Webinar.png.png
LBV Hub Webinar
15 Oct 2025 - 15 Oct 2025

The New Employee Rights Landscape: Day One Compliance Essentials

Microsoft Teams, Microsoft Teams, PR253XH

13:30 - 15:00

The Business Network Central & East Lancashire
LBV Header (26).png.png
LBV Hub Networking
16 Oct 2025 - 16 Oct 2025

The Business Network Central & East Lancashire

Stanley House, Blackburn, BB2 7NP

11:30 - 14:15

Advertise with us

Reaching 50,000 members, our print, digital and event platforms offer a fantastic way to raise your business profile and help you grow.

Find out more LBV124 Online Graphic
Subscribe now

Weekly news bulletin