Nottingham City Council – Garden Waste Packs supporting the Thriving Nottingham campaign

Overview

Nottingham City Council identified an opportunity to amplify an existing public health campaign by using a routine service mail-out already being delivered to residents.

By including ‘Thriving Nottingham’ healthy living campaign materials inside annual garden waste packs, the council transformed a standard operational communication into a powerful, cost-effective engagement opportunity.

The approach ensured the campaign message reached residents directly in their hands, without requiring additional postage or distribution budgets.

The Challenge

Local authorities often need to communicate multiple campaigns to residents while managing tight budgets and limited channels.

Standalone campaign leaflets can struggle to cut through – particularly when delivered separately – as they risk being ignored, discarded with junk mail, or lost in crowded communications environments.

At the same time, councils regularly send service-related packs that residents actively engage with.

The question became:

How could Nottingham City Council maximise the value of an existing resident touchpoint to support wider council priorities?

The Opportunity

Every year, residents receive garden waste packs relating to their subscription service.

These packs are opened and used because they contain important service materials, creating a valuable “in-hand moment” with residents.

Recognising this, Nottingham City Council used the pack as a distribution channel for an additional campaign – promoting the Thriving Nottingham healthy living service.

By piggybacking on a pack already being delivered, the council could reach thousands of residents without increasing mailing costs.

The Approach

The council included a Thriving Nottingham flyer within the garden waste pack sent to residents.

The flyer promoted free health and wellbeing services including:

• Weight management programmes
• Stop smoking support
• Physical activity opportunities
• Family health initiatives

The design made the offer clear and accessible, featuring:

• Simple messaging focused on improving wellbeing
• Real resident success stories
• Clear contact details and website information
• A QR code to make it easy for residents to find out more

Because the leaflet arrived alongside a service residents had chosen to engage with, it benefitted from higher visibility and credibility.

The Results

This approach delivered multiple benefits:

Higher likelihood of engagement
The flyer was delivered inside a pack residents were already opening and interacting with.

No additional postage costs
Distribution piggybacked on an existing council mail-out.

Greater value from operational communications
A routine service pack became a channel for promoting wider council priorities.

Stronger cross-council collaboration
Service delivery and public health teams worked together to maximise resident engagement.

Key Lessons for Other Councils

1. Look for “in-hand moments”

Service communications that residents must open – such as waste packs, permits or licences — provide powerful opportunities to share additional messages.

2. Think beyond single-campaign mail-outs

Standalone leaflets can struggle to reach residents effectively. Integrating campaigns into existing communications increases the chances they will be seen.

3. Maximise existing distribution budgets

By piggybacking on mail-outs already happening, councils can extend reach without increasing costs.

4. Align operational services with wider priorities

Routine services can become strategic communications channels for health, sustainability, safety and community programmes.

The Takeaway

Nottingham City Council demonstrated how small operational decisions can unlock significant communications value.

By simply including a healthy living flyer within garden waste packs, the council turned a routine service mail-out into a high-impact opportunity to reach residents with important wellbeing support.

For councils facing increasing pressure to do more with limited resources, this approach shows how existing resident touchpoints can be leveraged to deliver smarter, more effective communications.

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