Residents of London's West End, one of the oldest residential areas in the UK, will have a doorstep recycling service for the first time. The service will be available as Westminster City Council rolls out its blue bag collection scheme.
Reaching about 5,000 households, the expanded weekly recycling service will cover Soho and Covent Garden. The area, where around 120 languages are spoken and there are few traditional houses, has been notoriously difficult to install a recycling system into.
The council are also launching a recycling incentive scheme called 'message on a bottle'. Due to be officially launched on October 7 by ITV weather girl Sian Lloyd, it will be part of a campaign to get people in central London to recycle more.
Around 115,000 Westminster residents will shortly receive leaflets about recycling containing a name and address section at the back to cut out and enter into a lottery, with prizes of £50. All the entries will be sent to a recycling facility, where 30 winners will be picked out.