Cumberland Council's Recycling Campaign Shortlisted for National Award
Innovative digital outreach recognised for tackling negative perceptions and encouraging positive environmental behaviours across the county.
By Megan Worthington
••2 min read
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Digital screen showing a recycling campaign graphic for Cumberland Council.
Cumberland Council has been recognised for its innovative digital communications campaign, receiving a nomination for the Campaign of the Year award at the 2026 MRW National Recycling Awards.
The nomination celebrates a collaborative effort between Cumberland Council and local media agency Quokka, which ran from February to June 2026. The campaign aimed to address negative perceptions of the council's waste, recycling, and street scene services, foster resident trust, and promote environmentally friendly actions.
Through a series of engaging videos and digital content, the initiative provided residents with an inside look at the people, processes, and expertise involved in delivering essential environmental services throughout Cumberland. The campaign highlighted various operations, including recycling processing, collection services, street cleansing, and environmental enforcement.
The campaign successfully reached and engaged thousands of residents across the county. Feedback indicated that residents found the content informative, reassuring, and helpful in clarifying doubts about recycling and local environmental services.
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"We are incredibly proud to have been shortlisted for a National Recycling Award. This recognition reflects the hard work and dedication of our waste, recycling, street scene and communications teams, who worked together to create a campaign that put people at the heart of the conversation."
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"Our frontline staff provide essential services every day and this campaign gave residents an opportunity to see the skill, commitment and professionalism that goes into keeping Cumberland clean and green, while also helping people understand what happens to their recycling and how small actions can make a big difference."
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"Going behind the scenes with Cumberland Council's Waste and Public Space teams was a real eye-opener. The scale of the operation, the expertise involved and the commitment of the people delivering these services every day is genuinely impressive."
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"We felt it was important to tell those stories in a way that would resonate with residents. Rather than taking a traditional corporate approach, we focused on creating content that was authentic, engaging and tailored for social media, helping to build trust, challenge misconceptions and showcase the vital work being carried out across Cumberland."
The MRW National Recycling Awards are a recognised benchmark for excellence in the recycling and resource management sector, celebrating innovation and sustainability. The winners will be announced at a ceremony at the Royal Lancaster London on 1 December 2026.
Based on information from the official source: Cumberland Council (08/10/2026)
