June 2019’s high-profile Refill Channel partnership between non-profit campaigners against plastic pollution City to Sea; international asset managers and sustainability investment experts Robeco; reusable bottle brand Chilly’s; and JCDecaux, was awarded ‘Consumer Engagement/Marketing Campaign of the Year’ at purpose-driven media brand edie’s 2020 Sustainability Leaders Awards last week.

The edie awards recognise excellence across the spectrum of sustainable business.

Raising awareness in the run-up to National Refill Day on June 19th, the ‘Refill Channel’ campaign ran in London on JCDecaux’s Rail and One New Change digital 6-sheet channels, and on city centre digital 6-sheets in Bristol.

The Channel made the most of digital Out-of-Home’s flexibility and its location at the heart of places people congregate to share thought-provoking content designed to persuade people out and about to opt for refills as opposed to buying single use plastic bottles.

The campaign also encouraged consumers to download City to Sea’s free ‘Refill’ app, connecting people to their closest ‘Refill Station’, where they could fill up with free drinking water, without making a purchase, ensuring it’s as easy as possible to avoid single use plastics.

Research conducted through JCDecaux’s MyConnections panel proved that the campaign generated a positive perception of Refill, City to Sea and supporting partners, and most importantly, encouraged action. More than a third of respondents planned to find out more about Refill and City to Sea, while 28% intended to download the app.

The campaign truly struck a chord with consumers, as these London Waterloo vox pop interviews show.