A national lottery with huge cash prizes which you enter by recycling a product could be coming to the UK after a number of announcements this week.
The Government paved the way for the high-profile event when it announced £5 million to fund incentive trials.
It had been revealed the day before that three in four people backed calls for a national recycling lottery.
Environment Minister Elliot Morley said: "This pilot will give us a better understanding at national level of what influences behaviour to help with future policy in this area.
"It is an important step forward in identifying effective ways to encourage householders to reuse, recycle and compost more of their waste."
Local authorities have been urged to bid for their share of the £5m available over the next year to help them encourage residents to reuse and recycle.
Examples of schemes the Government said it would consider supporting included tax discounts, prize draws, cash rewards and charitable donations.
The NCC wants to see a UK-wide lottery similar to one that has more than doubled the number of people recycling drinks cartons in Norway.
That lottery is simply entered by writing your name on an empty carton and putting it in a recycling bin.
NCC chief executive Ed Mayo said: "This is the one of the most exciting and imaginative schemes there is. It's simple, fun and effective.
"It's a terrific way to get people interested in and engaged with recycling, and to reward them for playing their part."
YouGov research, commissioned by the NCC, found that 75% of the 2,059 adults questioned thought a national recycling lottery was a good idea.
Councils have until July 1 to apply for funding for incentive schemes, and will find out if they have been successful by August 1. They can apply at www.defra.gov.uk.