Metro
Inspiring people to act.

The challenge
To get people to recycle their Metros without preaching.

The solution
We thought the best way to do this was with an idea that inspired people
to act, rather than telling them to.

A national campaign ran in the 16 UK cities where Metro is distributed.
It appeared as press and outdoor (bus sides, 6-sheets and highlights in
national rail stations).

The results
The spontaneous response from Urbanites (Metro’s term for their readers)
was amazing. Included are some creative examples of recycled items people
sent Metro after seeing our advertising.