Reframing waste as opportunity
Co-processing is a proven solution to reduce landfill and fossil fuel use, but poor perception has held it back. GCCA needed to shift the narrative from risk to opportunity. We reframed the conversation, moving away from crisis-led messaging to a clear, confident story of progress. Built around the idea of 'More / Less' and anchored by 'Transforming waste into purpose', the campaign highlights how co-processing increases positive impact while reducing harm, creating a flexible global platform adopted across markets and member organisations.
