Public sector: Sandwell changes bin collection day

As part of plans to modernise waste and recycling services, Sandwell Council and new waste partner Serco changed the bin collection day of 115,000 households.

Comms challenge: Sandwell changes bin collection day
Comms challenge: Sandwell changes bin collection day

Campaign: Sandwell's Bin Day Change
Client: Sandwell Council
PR team: Sandwell Council and Serco's in-house PR team
Timescale: June-September 2011
Budget: £60,000


  •  To raise awareness that new collection days were being introduced
  •  To provide individual households with details of their new day
  •  To keep missed bin collections to a minimum.


Press releases led to stories in the local media, while an advertising campaign targeted community leaders and carers.

The changes were also promoted through the council website and the CEO's blog, while an automated text service helped residents find out their new bin day. Households also received personalised calendars.


A front-page story on the first day of the service change (27 June) appeared in local newspaper The Express & Star. The campaign was also mentioned on BBC Radio 2.


The 'Bin Day Finder' received 20,000 hits during a four-week period, with more than 1,000 people using the text service in its first two weeks.

During the two-month period following 'Bin Day Change,' there was a missed collection rate of 0.29 per cent from more than one million collections.

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