Australasian Recycling Label (ARL): A Sustainability Solution
Objective
In 2018, APCO, in partnership with Planet Ark, launched the Australasian Recycling Label (ARL), an on-pack labelling scheme that helps consumers to recycle correctly, supports brand owners to design packaging that is recyclable at end-of-life, and provide positive outcomes for the environment.
The ARL is the first nationwide labelling scheme to provide clear and evidence-based instructions about how to recycle all of the separable packaging components. The ARL Program is underpinned by an online assessment tool, the Packaging Recyclability Evaluation Portal (PREP), that assesses packaging recyclability in the Australian and New Zealand recovery systems.
When launching the ARL, APCO and Planet Ark faced two main challenges:
- Building awareness and understanding of the Program and its benefits in industry, to drive uptake and adoption of the label on packaging
- Building awareness and understanding of the ARL among consumers, to encourage them to look out for the new label and follow its instructions every time they’re at the bin.
Approach and scope
Horizon worked with APCO and government industry stakeholders to devise a strategy to launch the ARL to the public, and in the first instance to APCO Members and the broader industry. Horizon’s launch strategy centered on:
- An industry event featuring then Federal Environment Minister Melissa Price,
- Media opportunities in tier one and trade publications, and
- Expansive messaging for a series of industry stakeholder activities to ensure buy-in and uptake from APCO Members.
Since 2018, Horizon has worked with APCO to develop:
- Two animations outlining the basics of how the ARL works and the benefits of using the ARL
- A series of in-depth explainer videos that teach new APCO Members how to assess their packaging through PREP
- A comprehensive national consumer education campaign to ensure all Australians are aware of the label and correctly follow its instructions
- Awareness around how correct labelling helps consumers sort their waste and recycling correctly recycle which limits the amount of contamination in the waste stream and increases the amount of material that can be repurposed
As the ARL itself is focused on driving correct recycling behaviour, our communications are rooted in the waste hierarchy and include encouragement of reduction and avoidance behaviours towards packaging in order to maximise the benefits to the environment.
The communications and public relations agency delivering outcomes across government, business, sustainability and consumer sectors.
Horizon Communication Group is an independent agency responsible for award-winning campaigns. We deliver results through public relations, issues and crisis management, and targeted campaigns. Based in Sydney, we have long term affiliates in every state and territory in Australia.
Horizon Communication Group acknowledges Aboriginal and Torres Strait Islander peoples as the traditional custodians of our land – Australia. We acknowledge the Gadigal of the Eora Nation as the traditional custodians of this place we now call Sydney.
