Starve your bin London Mayor Ken Livingstone urged the public, as he launched a new campaign to encourage recycling in the capital. Livingstone wants the campaign to help boost Londons recycling rates, currently just over 20%, to around the 60% mark. Using the concept of a pesky black bin bag that needs to be fed household waste, the advertising campaign calls on householders to starve their bins and feed their recycling collections instead. The recycling message will be plugged online, on radio stations and on tube and train advertising panels. Were using humour to try and reach people, Livingstone told MRW. Weve been running campaigns for the past three or four years and recycling has at least doubled and may have even trebled, which is largely due to these awareness campaigns. Livingstone said the campaign would run up until the opening of the Closed Loop London plastics recycling plant in Dagenham and he would be writing to all the London borough councils to encourage them to send their plastic waste there.