Right Thing, Right Bin: Driving behaviour change across Lincolnshire

A key milestone came in 2022 with the introduction of separate paper and card collections. Crucially, this was not delivered as a standalone service change. Instead, it was supported by a coordinated communications campaign — Right Thing, Right Bin — designed to simplify messaging and support residents through the transition.

The campaign focused on behaviour change rather than awareness alone. Messaging was intentionally simple, consistent, and repeatable across all districts, ensuring residents received the same guidance regardless of where they lived. Communications were also carefully phased to align with the operational rollout, reinforcing key messages at the right time.

This partnership-first approach delivered tangible results. Contamination rates fell dramatically — from 28.1% to 8.9% — resulting in cleaner material streams, improved resident understanding, and a more cost-effective system.

Building on this success, Lincolnshire has continued to strengthen its model in preparation for national policy changes, including Simpler Recycling and the introduction of food waste collections. A significant development has been the agreement to establish a single communications lead across the partnership — ensuring one trusted voice and avoiding fragmented messaging.

This governance shift reflects a growing recognition that communications must be embedded at the heart of service design and delivery. In Lincolnshire, communications are no longer an add-on; they are integrated into decision-making processes and aligned closely with operational planning.

The rollout of food waste collections demonstrates this approach in practice. A unified communications framework has been developed, including shared key messages, myth-busting content, and a phased delivery plan linked directly to service implementation. Close coordination between county and district teams ensures consistency while allowing for local nuance.

Importantly, communications are delivered alongside operations — not after them. This ensures residents are informed, prepared, and supported throughout periods of change, reducing confusion and increasing participation.

At the heart of Lincolnshire’s approach are several core principles: partnership working, a focus on behaviour change, consistency of messaging, and the use of data to evidence impact. These principles have enabled the partnership to move from a fragmented system under pressure to a more coherent, resilient model.

As national policy continues to evolve, Lincolnshire is well positioned to adapt — maintaining a single, trusted communications framework while supporting future service changes such as plastic film collections and deposit return schemes.

Lincolnshire’s experience highlights the value of strong partnership working across all authorities, with county and district councils playing complementary roles in delivering effective recycling services. By aligning services and communications across the area, the partnership has created a clearer, simpler system for residents while retaining the local knowledge and connection that districts bring.