In 1998 the British public maintained one of the worst track records in Europe for recycling glass. The Confederation of British Glass Manufacturers wanted to promote recycling of glass as an environmental issue within the UK. The campaign aimed to influence and modify consumer behaviour. The target audience was recyclers, lapsed recylers and non-recyclers. As a result of the campaign a meaningful brand positioning was established and campaign tracking results indicate that it has begun to influence attitudes and has made a significant step towards modifying behavioural intentions