Square Mile Challenge


Square Mile Challenge, Barley Communications / Hubbub
Praised for their proactive and tenacious approach by environmental charity client Hubbub, the Barley team’s campaign started a coffee cup recycling revolution.
A coffee cup sculpture outside the Royal Exchange, a choir in Liverpool Street station and talking coffee cup videos encouraged businesses in the Square Mile to sign up to workplace recycling and consumers to support the campaign.
Pauline Giroux, in her judge’s comments, said: “Very creative and smart video, truly brought the image to life.”
More than 220 pieces of coverage put the campaign centre stage. Nationally The Times, Guardian, Sun, Daily Mail, Independent, Bloomberg and BBC Breakfast reported on it. In London it was covered by The Evening Standard, Metro, Metro, City AM, Timeout, Square Mile Magazine, BBC London radio and TV, and London Live.
Social media activity led to more than seven million impressions and reach of over three million on Twitter and Instagram. The story was trending in London on launch day.
More than 30 major employers, including Deloittes, Lloyd’s and the ‘Cheesegrater’ took part and 509,000 cups were recycled in the first month, nine thousand over target. Success continued and more than four million cups were recycled over the next nine months. Hubbub were invited to join the debate over the UK’s 25-year Environment Plan.