Challenge
Non-recyclable waste is one of the world’s biggest problems. Co-processing already offers a proven way to reduce landfill, cut fossil fuel use and support circular systems – but it’s poorly understood. Framed through language like “burning waste” and familiar crisis imagery, it’s often associated with pollution rather than progress. The challenge wasn’t the solution itself, but how it was talked about.
Brief
GCCA, the global body representing the cement and concrete industry, needed a campaign that could reset the conversation around co-processing. We were asked to create a clear, credible global narrative that communicated the benefits of co-processing in the cement industry – one that moved away from fear and defensiveness and towards confidence, clarity and opportunity.
Solution
Instead of leading with the problem, we led with the outcome. Audiences already know the waste crisis exists. Repeating it only adds noise. So we reframed co-processing as progress – a solution that actively reduces the things people worry about most. The More / Less idea became the organising principle: showing how co-processing increases positive impact while simultaneously reducing harm. Anchored by the line “Transforming waste into purpose”, the campaign uses a series of statements which turn a loaded topic into an optimistic story about value and intent.
Bold graphics, confident statements and a flexible system replaced crisis imagery; creating a refreshing, positive and campaignable approach.
Results
+ A global campaign platform adopted across multiple markets |
+ Clear, positive messaging supporting policy and regulatory engagement
+ A flexible visual system used by GCCA member organisations worldwide
+ A decisive shift from risk-based language to opportunity-led storytelling
