PR success for No Going Back (NGB) Clean’s ‘Ride, Recycle, Repeat’ campaign
The Background
Over the years, Suzanne Howe Communications has developed and maintained some great partnerships with charities and social enterprises.
We are proud to be working with No Going Back (NGB) Clean, a standalone investment by the charity No Going Back, operating as a social enterprise supporting prison leavers and those with disadvantaged backgrounds.
NGB Clean specialises in cleaning and facilities management and supports recycling programmes. It measures and delivers social value and demonstrates environmental impact in line with the charity.
‘Ride, Recycle, Repeat’
In March 2025, SHC worked with NGB Clean to share news about its revolutionary green initiative to drive recycling of bicycle inner tubes and tyres.
NGB Clean decided to roll out the scheme across the country after learning that many of the discarded inner tubes and tyres dumped in office bike stores were being thrown out with general waste.
The groundbreaking initiative – called ‘Ride, Recycle, Repeat’ – was launched at The Ray Farringdon, the London headquarters of global social networking site, LinkedIn, on Wednesday 12th March 2025.
About No Going Back (NGB) Clean
For the ‘Ride, Recycle, Repeat’ initiative, the social enterprise – based in Kennington, South-East London – joined forces with waste management firm Velorim, who will co-ordinate the recycling of the tyres and inner tubes at its Staffordshire processing centre as part of the National Bicycle Tyre Recycling Scheme, which comprises over 600 collection sites across the UK. Velorim’s recycling process includes shredding the tyres and recycling them into materials such as non-slip flooring, cycle paths and construction materials.
NGB Clean’s scheme is the brainchild of its Chief Operating Officer, Sam Worden, who arranged the placement of recycling bins in bike stores across London where cyclists can place worn tyres and tubes for collection. Prison leavers have been recruited to carry out collections.
Read the full press release here.
The Objectives
The key objective was to raise awareness about NGB Clean‘s groundbreaking ‘Ride, Recycle, Repeat’ initiative in the relevant targeted media.
The Strategy
A press release was written and disseminated to the relevant cleaning, facilities management, environmental sustainability and cycling media – including BikeBiz, Cycling Industry News, Road CC, and Tire Technology International. It was also sent to London-based and national news media including London TV, London Daily News, LDN Connected, UK News Group and MSN.
This was followed up with targeted selling-in campaign and the results were shared with the client and via SHC’s social media platforms.
The Results
The press release received 21 pieces of coverage, with 105 brand mentions, reaching an audience of over 236 million, and achieving a targeted impact of 4.7 million.
A showreel illustrating the success of the campaign can be viewed here.
