Willows Power & Recycling Centre
Don’t let your rubbish go to waste
Based largely on misapprehensions, there was understandably negative public opinion and opposition to a proposed Energy from Waste plant within West Norfolk, its proposed site, and the wider Norfolk community. Of course, there was positive opinion too but at the outset this was in the minority. Our job was to change perceptions: £169 million in government funding, representing much-needed inward investment to the area, was waiting to be secured.
We wrote a campaign to demonstrate Energy from Waste as proven, tried and tested technology already in operation across Europe, debunking the myths attached to negative press. It was fun to put together; we spent hours scouring the streets and rummaging through wheelie bins for the authentic photographic props!
The campaign did engage with both sides in the debate, helping change perceptions, but not enough to quite tip the balance in the eventual political vote. The plant never got off the ground. The investment never arrived in Norfolk. What a waste.