Helping Northern Ireland build a simple new habit for a more sustainable future
Morrow Communications was appointed by the Department for Agriculture, Environment and Rural Affairs to develop a behaviour change campaign encouraging people across Northern Ireland to switch from single-use coffee cups to reusable alternatives. With more than 70 million single-use cups used annually, the challenge was to make sustainable behaviour feel simple, convenient and socially normal.
Using the COM-B behavioural change framework, we identified the practical and motivational barriers preventing people from carrying reusable cups. This insight led to the creation of ‘Keys, Phone, Money, Cup’. This memorable campaign concept positioned reusable cups as part of an everyday routine rather than an environmental chore.
The campaign was delivered through an integrated strategy, combining outdoor advertising, digital and social media, creative animation and DAERA-owned channels. Consistent messaging across every touchpoint helped reinforce the behaviour cue and increase message recall among target audiences.
The campaign achieved outstanding results with outdoor activity reaching an estimated 50-65% of adults across Northern Ireland, while social media delivered over 922,000 impressions, 867,000 video views and reached more than 371,000 people.
The campaign demonstrated how behavioural science, creative simplicity and integrated communications can work together to drive meaningful environmental action and encourage lasting habit change.
Delivering results for
