Cumberland Council has been shortlisted in the Campaign of the Year – Health and Safety or Educational Outreach category at the 2026 MRW National Recycling Awards, one of the UK's most respected celebrations of excellence in waste, recycling and resource management.
The nomination recognises an innovative digital communications campaign delivered with local media agency Quokka, between February and June 2026, which aimed to tackle negative perceptions of the council's waste, recycling and street scene services, rebuild trust with residents and encourage positive environmental behaviours.
Through a series of engaging videos and digital content, residents were given a behind-the-scenes look at the people, processes and expertise involved in delivering vital environmental services across Cumberland. The campaign showcased everything from recycling processing and collection services to street cleansing operations and environmental enforcement work.
The campaign achieved exceptional reach and engagement, connecting with thousands of residents across the county. Just as importantly, it generated meaningful conversations, with residents describing the content as informative, reassuring, interesting and helpful in addressing doubts about recycling and local environmental services.
Cumberland Councillor Denise Rollo, Executive Member for Sustainable, Resilient and Connected Places, said:
"We are incredibly proud to have been shortlisted for a National Recycling Award. This recognition reflects the hard work and dedication of our waste, recycling, street scene and communications teams, who worked together to create a campaign that put people at the heart of the conversation.
"Our frontline staff provide essential services every day and this campaign gave residents an opportunity to see the skill, commitment and professionalism that goes into keeping Cumberland clean and green, while also helping people understand what happens to their recycling and how small actions can make a big difference."
Max Kirton, founder of Quokka Media Group said:
“Going behind the scenes with Cumberland Council's Waste and Public Space teams was a real eye-opener. The scale of the operation, the expertise involved and the commitment of the people delivering these services every day is genuinely impressive.
“We felt it was important to tell those stories in a way that would resonate with residents. Rather than taking a traditional corporate approach, we focused on creating content that was authentic, engaging and tailored for social media, helping to build trust, challenge misconceptions and showcase the vital work being carried out across Cumberland.”
The MRW National Recycling Awards have long been recognised as a benchmark of excellence across the recycling and resource management sector. The awards celebrate organisations, projects and individuals that are helping to drive innovation, improve sustainability and support the transition towards a more circular economy. Following a record-breaking event in 2025 that attracted more than 600 industry professionals, the awards continue to showcase the very best practice from across the UK.
This year's winners will be announced at a ceremony at the Royal Lancaster London on 1 December 2026.