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As seen on TV

On Monday recycling will hit a television screen near you as the Waste and Resources Action Programme (WRAP) finally unveils its much-anticipated consumer-facing advertising campaign, aiming to deliver a call to action to stimulate increased participation in recycling. The WRAP initiative is two-pronged the Recycle Now campaign has been building throughout the summer ahead of its television debut, while the Big Recycle will launch on October 18. Behind it all is a desire to create a cohesive and comprehensive marketing message to the public, reinforced through common branding and communications.

The feedback weve had has been very positive, says Julie Parry, head of communications at WRAP. The latest figures I have are that as of September 3 we had 596 registrations, including 353 of the 400 local authorities. I should stress that registration allows organisations to use the logo, it doesnt automatically denote a recycling activity.

Parry says that WRAP decided to build towards the main launch in stages, to give authorities the opportunity to build their own campaigns. So far the logo has been the main tool available, says Parry, but on September 27 a full package becomes available, with national television advertising, print advertisements for use in the local press, plus bus banners and poster adverts.

These will be all downloadable, while on Monday September 30, television advertising will be viewable online too, with the Big Recycle in mid-October following hot on its heels. The decision to launch shortly ahead of this was deliberate, says Parry. The Big Recycle is an easily understandable concept and were expecting good public buy-in. We feel that by getting our adverts out there for a couple of weeks before it begins, it lets us provide a strong basis that should have real impact when it meets the Big Recycle campaign.



Transformation

The television advertising will highlight the transformation that occurs when something is recycled and ends with the strapline Recycling The Possibilities are Endless. There will be three different versions of the advert, a 30-second version on cans, featuring a rubbish bin that morphs into a can, and two 10-second variations on glass and paper. The cans advert will run first to establish a profile for the campaign, with the glass and paper versions following and building recognition among the public. The advert will debut during GMTV at 8.40am on Monday, with further advertising slots during Coronation Street in the Central and Yorkshire regions in the evening. The adverts will run nationally on Channel 4 and Five, on satellite channels such as ITV2 and UKGold, and on ITV1 in the Granada, Midlands and Yorkshire regions with further ITV1 regions to be added from Boxing Day.

WRAP chose Birmingham to promote the campaign to local authorities from across England in late July, when it organised a briefing session to launch the campaign signage, including the new symbol, which it intends will become the nationally recognised logo for recycling. The symbol conveys the message I love recycling, is easily recognisable and has been designed to promote action as well as awareness. It mirrors the simple messages that will form the backbone of the campaign. At the event, WRAP also unveiled examples of the advertising creatives that will be used in the campaign and launched a support website (www.recycle

nowpartners.org.uk), which will replace the Rethink Rubbish partners website. The web-based resource centre has been designed to help local authorities to capitalise on the national campaign. The site provides details of the media schedule, guidelines to help local authorities use the symbol to underpin and support their own campaigns and downloadable guidance documents and templates. There is also an extensive image and branding library and general support material, including the latest research findings and case studies, and local, regional and national campaign news. Initially providing a toolkit for local authoriti

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