This paper demonstrates the effectiveness of a cross-border campaign to raise awareness of sustainable waste management, maximise consumer recycling volumes and highlight business opportunities within the recycling and reprocessing business sector. Instigated over a region considered perfectly positioned to maximise the economies of scale for profitable reprocessing business, the campaign achieved 84% awareness amongst consumers of which 88% were influenced by the campaign, and 72% reported a behaviour change. Furthermore, independently compiled data substantiated the reported behavioural change, indicating an actual increase in materials collected across a number of waste streams.