An initiative in which mtp was heavily involved has won the top honours at a prestigious awards ceremony.

In conjunction with Prominent and East Cambridgeshire District Council (ECDC), the initiative ‘Be Like Michael, Recycle’ was given the gold award in the ‘education campaign of the year’ category at the Chartered Institute of PR awards for the Anglia Thames and Chiltern region.

Michael is the recycling hero for ECDC and he was designed by a Littleport-pupil after a school’s competition. He was then brought to life to help promote the importance of recycling across the District.

Mtp became involved to create a schools workshop and theatrical performance with Michael as the lead character – this toured schools across East Cambridgeshire reaching over 10,000 pupils.

The judges commented:

“The team came up with a truly inspired concept to use children (and drama students) as a medium to articulate the campaign messages in their homes, thereby turning the children into advocates for the objectives. The best influencers are the next generation and the involvement of school children throughout, including in the creation of the campaign character, significantly contributed to the campaign’s success. The development of the character fully engaged with audiences and served to cleverly reinforce the brand. This was a great multi-channel campaign with long wrap-arounds.”