We are talking bins.

An advertising campaign for Liverpool City Council has just been launched to help residents understand how to improve the city's recycling - after being named as having the second worst rates in the country.

Influential Agency developed a campaign that has two elements in its favour: the world famous Liverpool wit and education on which bin to use to improve recycling.

A recent survey conducted by the council showed that around one in five people still dispose of recyclable items – such as cardboard, cans, paper, glass or plastic bottles, – in their general waste bins, highlighting a need for improving public awareness of recycling.

However, more than two-thirds (69%) of those taking part said recycling is important to them, with 75% of respondents saying they wanted more information on how to improve.

Influential creative director Viv Griffiths said “It is always important in this type of campaign not to point the finger and be judgemental. Instead, it's about working together to create change. During research we tested a range of creative executions and found that if the bins themselves were the ones educating the public, then it becomes more impactful.

Liverpool’s purple bins are iconic. Our campaign plays on this as a means to introduce a new colour of bin to the streets - Blue - and feature them both in conversation with each other."

The campaign will run across digital and out of home advertising for a six month period.