Bin lorries travel through every neighbourhood, visit every household and are seen by thousands of people each day – yet their potential as communication tools has long been overlooked. Jonathan Thomas, Founder of Creative Vehicle Wrapping (CVW), makes the case for why councils should be turning their fleets into moving message boards.
Few council assets are seen by as many people as a refuse collection vehicle (RCV) aka bin lorry. They travel through every neighbourhood, visit every household and are seen by thousands of people every day. Yet for years, most were little more than functional pieces of equipment.
Having spent more than 20 years in the waste management sector and a further decade in technology, I often wondered why councils weren’t making better use of these highly visible vehicles. Too often, fleet graphics were an afterthought, and the potential of vehicle wrapping was overlooked.
Since founding Creative Vehicle Wrapping (CVW) in 2020, we’ve seen a growing number of councils recognise the value of turning their fleets into moving communication platforms. Today, bin lorries are doing much more than collecting waste; they’re helping councils educate residents, support environmental campaigns and strengthen community engagement.
A moving message board
Council communications teams face the ongoing challenge of encouraging residents to recycle more, reduce waste and adopt more sustainable habits.
Refuse vehicles offer a unique way to support those messages. Unlike traditional advertising, they’re already travelling through communities on a regular basis. Every collection round creates an opportunity to communicate with residents.
Whether it’s practical recycling advice, information about local initiatives or wider environmental messages, high quality vehicle wraps can reach audiences where they live. Depending on the area, a single refuse vehicle can be seen by tens of thousands of people each day.
Many councils are also involving residents in the design process, running competitions that invite schoolchildren and local communities to name vehicles or contribute creative ideas. The result is a stronger sense of ownership and a fleet that people genuinely connect with.
Maidstone Borough Council provides a great example. After introducing its first fully electric refuse vehicle, Binosaurus Rex, wrapped in bright dinosaur-themed graphics and the slogan From Fossils to the Future, the council invited residents to submit design ideas for a new recycling vehicle and received more than 500 entries.
Cllr Clive English, Deputy Leader and Cabinet Member for Environmental Services and Enforcement, said: ‘Our recycling vehicles are out in our communities every day, so they’re a powerful way to grab attention and start conversations. Eye-catching designs help people stop, notice, and think about what happens to their waste once it’s collected. If seeing a vehicle pass by encourages even one household to recycle more or recycle better, then it’s doing an important job in supporting a cleaner, greener and more sustainable Maidstone.’
More than just good looks
The most effective vehicle wraps use every inch of a vehicle to maximise impact. Thanks to the latest vinyl wrap solutions and large format printer technology, we can reproduce large scale photography, illustrations and complex designs, guaranteeing a vibrant, long-lasting result every time.
North East Lincolnshire Council used dramatic imagery of local beaches and green spaces across its recycling fleet to support anti-littering campaigns, while Babergh and Mid Suffolk Council combined colourful designs with messages about recycling, sustainability and alternative fuels.
Another advantage is flexibility. As priorities change, wraps can be updated, partially replaced or removed without damaging the original paintwork. For example, Newark and Sherwood District Council, changed the vehicle graphics on one of its RCVs. The initial wrap design had a glass recycling theme and 2.5 years later the first wrap was removed and replaced with a new wrap designed to raise awareness about the Newark Creates cultural programme.
Wraps also help protect vehicle paintwork from UV exposure and everyday wear, supporting residual values throughout a vehicle’s working life.
Looking ahead
As councils continue working towards carbon reduction targets, vehicle wrapping offers additional environmental benefits. It is a dry application process that avoids the spray booths and volatile organic compounds associated with repainting, while newer PVC-free materials provide more sustainable options.
For councils looking to engage residents, promote environmental initiatives and maximise the value of their fleet investment, high gloss vehicle wrapping offers a remarkably effective solution. The humble bin lorry may not seem an obvious canvas, but every day it travels through our towns and villages carrying a message that goes far beyond waste collection.
CVW is one of only 3 UK providers accredited as a Specialist Converter for Avery Dennison, who are widely recognised as the industry leader in vinyl graphics solutions.
Photo: Big Green Recycling Machine at Maidstone Borough Council © CVW
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