What Happens to London’s Waste

The North London Waste Authority (NLWA) aimed to boost public awareness around proper recycling practices through a series of engaging short-form adverts. The campaign focused on key messages: how to recycle correctly, the benefits of recycling, and what happens to waste once it leaves the home — all with the goal of encouraging greater participation in sustainable waste habits.

Aura Films collaborated closely with NLWA to ensure the campaign aligned seamlessly with their existing branding and marketing strategy. The result was a cohesive, character-led series of fast-paced, snappy adverts tailored for digital platforms including YouTube, Facebook, Instagram, and Twitter.

To connect with a broad audience in a relatable and memorable way, the ads were built around a recurring child character who delivered the core messages with humour and warmth. This light-hearted, comedic tone helped make the educational content approachable and engaging for viewers of all ages.

A detailed casting process was undertaken to find the right young actor who could bring both charm and clarity to the role — effectively becoming the voice and face of the campaign. Working in partnership with NLWA, Aura Films carefully crafted the scripts and visual style to reflect the brand’s friendly, accessible tone, delivering a campaign that educates while entertaining.