Campaign: Promoting Reuse through Charity Shops in the Anglia Region

The Association of Charity Shops in partnership with the Cambridgeshire and Essex Community Reuse and Recycling Networks (CCORRN and ECORRN) is working to deliver a reuse campaign, the first known of its type in the UK.

The campaign (funded by Defra) will run in the Anglia region (Bedfordshire, Cambridgeshire, Essex, Hertfordshire, Norfolk, Northamptonshire and Suffolk) over the next 3 years.

Our aim is to build a strong, sustainable 'reuse' campaign adopting shared messages and artwork by charity shops and others, to change consumer behaviour.

Year 2: The October Campaign

In the second year of the project, invitations have been extended to furniture reuse groups as well as charity shops. The project now involves over 470 participating shops, representing 45 charities and furniture groups. Our campaign materials have been revised to accommodate these new participants, with the leaflets now containing better advice for those who wish to donate larger items.

October saw the start of the second phase of the Choose2Reuse campaign. The “Buy Now Donate later” strapline, coupled with the eye-catching posters bearing the traffic light iconography, was used to draw consumers into Anglia’s Charity and Furniture Reuse Shops. In January, these traffic lights will be used to guide people into making better quality donations, with green for welcome, red for unsuitable, and amber for potential maybes. Both posters are pictured below:

Throughout both campaigns, we will continue to promote the Reuse Champion volunteer programme. Many thanks to all our participating members and do remember to continue to send in your Reuse Champion volunteer log sheets!

Radio advertisements and press pieces will also add to the momentum behind the campaign, as will the support of various Local Authorities.

The launch of Year 2 took place on October the 9th in Burleigh Street, a pedestrianised shopping area in Cambridge which is home to six charity shops. A full living room set was created on the pavement, with furniture and decorative household items provided by local charity shops and furniture projects.

Traffic light balloons, to match the “Stop, Look, Buy” posters, completed the eye-catching look. The City Mayor and Councillor John Reynolds (pictured right) marvelled at the beautifully laid out dining table and plush green sofa, and accessories such as antique books. One hundred free Jute bags were given out, promoting reuse, and hundreds of leaflets were distributed to passers-by.

October the 12th saw another launch event. Anglia TV News East anchorwoman Clare Weller was happy to be photographed in the Norwich Scope shop. She said, “My home is half filled with reused items: my favourites are my 1930's Maple dressing table and wardrobes. It is fun looking for interesting things in charity shops: some of the best things are the ones I wasn't even looking for."

Campaign Archive
1. Here is a summary of activities in Year 1.
2. Summary of activities in Year 2 (2006).
3. Summary of activities in Year 3 (2007).
4. Summary of activities in Year 4 (2008).