North London Waste Authority (the Authority) is the statutory waste disposal authority for 7 local authorities in London namely, the London Boroughs of Barnet, Camden, Enfield, Hackney, Haringey, Islington and Waltham Forest (the ‘Constituent Boroughs’). The Authority is seeking to appoint a creative agency under the terms of a single supplier Framework Agreement to develop and deliver an innovative, high-level, aspirational, behaviour change campaign to promote household recycling by residents in the geographical location covered by the Constituent Boroughs in north London (‘target audience) and to motivate the target audience to recycle more. The purpose of the campaign is to change behaviour, encouraging non-recyclers to recycle and encouraging existing recyclers to recycle more. The campaign should not focus on providing specific instructions about Constituent Boroughs’ recycling services. As part of its overall strategy for the campaign, the successful agency will need to work with the Authority to develop and deliver a persuasive and compelling consumer proposition, ‘a big idea’, which resonates with the target audience, changes attitudes and motivates them to recycle more. The campaign objective is to significantly increase the quantity of dry household material recycled by residents in the 7 Constituent Boroughs. The campaign should support the Authority's objective (a shared objective with the Constituent Boroughs) of reaching a 50 % recycling rate by 2020. The successful Tenderer will be expected to develop a full communications strategy and deliver all the activities for the campaign (including any media buying) within the campaign budget, in order to effectively apply their ideas to the right marketing channels, to reach the target audience. The successful Tenderer will further be expected to monitor the impact of the campaign and provide the Authority with regular progress reports. The Authority expects the campaign to promote household recycling in north London and to deliver an improvement in the motivation of residents to recycle. The Authority also expects measurable campaign recognition at the end of year 1 within the identified target audience. Details on the key requirements of the contract are set out in the Specification (attached to the Invitation to Tender as Schedule 1). This is an indicative list and is not exhaustive. The Authority will not be obliged to procure any specific services or any quantity of services from the successful Tenderer.