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Gold award for incentivised recycling scheme

A recycling initiative that rewards local schools with computer equipment and musical instruments has scooped a top marketing award.

Recycling for rewards has paid off in Calderdale


Recycle for Calderdale was devised and managed for Calderdale Metropolitan Borough Council by marketing and promotions agency Ainsworth and Parkinson.

Its strategy was to enrol primary schools and their pupils as ambassadors for recycling in their local area. Participating schools received educational packs and were incentivised to ask family and friends to sign a pledge to recycle more. The pledges were recorded and the total amount of recyclable waste collected was converted into points that the schools involved with could exchange for equipment such as projectors, digital cameras, computers and musical instruments.

Calderdale Metropolitan Borough Council waste manger Malcolm Akroyd said: “In just eight months, almost 17,000 households have signed a pledge to recycle and 87% of primary schools are participating in the scheme and therefore directly benefiting from their involvement.”

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