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Heartfelt plea

Getting the public on board has long been cited as one of the key drivers to improving recycling rates. While many local, retail-driven and other campaigns have been started to try to get the public more involved, many believe that a national campaign is needed to really push recycling to the forefront.

recycle now, the Waste and Resources Action Programmes (WRAPs) new campaign, will hopefully answer this call.

Due to be launched to consumers in September, the campaign has already been previewed to local authorities and other key industry players. And getting the public to recycle more stuff more often is at the heart of the new advertising campaign. It features a circular symbol to indicate motion which ends with a heart and the word recycle (pictured).

Julie Parry, head of communications at WRAP, told MRW that the simple, descriptive symbol conveyed the message: I love to recycle.

Parry says: The purpose of the campaign is to give people the inclination to do something. The key is behavioural change, not awareness. The symbol is a call to action, not a logo. Its as simple as do it and will become recognisable to consumers. We wanted something simple and consistent and linked to action.



Need

The Government responded to the need for a national campaign last year when it awarded WRAP funding to drive a national awareness campaign. WRAP was awarded £30 million for this, £20m of which went on local authority-based communications campaigns and £10m for a national, consumer-facing campaign.

Local authority funding has started to filter through and WRAPs teams have been working with councils to ensure the right messages get across. However, most interest has been in the long-awaited national campaign.

WRAPs £10m national campaign will be TV-led and will focus on why people should recycle. Its local authority campaign will focus on helping consumers know how they can recycle.

Three TV advertisements will be shown from September: a 30-second can advertisement, a 10-second glass advertisement and a 10-second organics one.

All will run with the tagline: Recycling. The possibilities are endless. Adverts will run over a nine-week period on GMTV, Channel 4, Five and satellite TV.

Parry says better-known TV programmes will take precedence over the initial nine-week period. Three ITV 1 campaigns Granada, Midlands and Yorkshire will be undertaken, while from Boxing Day through to March a further boost in TV advertising will get underway to reinforce the campaigns messages.

National press used will include The Telegraph, News of the World, Daily Mail, The Sun, The Express, The Mirror and The Guardian.

Parry says making sure the national and local campaigns link is important. We can do a great national campaign but it has to work on a local level. It needs to filter through on the ground.

Local authorities will be encouraged to support the campaign through local campaigns, press adverts, posters and signage. A website www.recyclenowpartners.org.uk has also been launched with downloadable artwork to help that aim.

Ensuring that consumers know that recycling is easy is important and, as part of the campaign, material streams will be colour coded. Parry said using colour labelling made it easy for consumers to recycle and could be used on product labelling through to kerbside recycling and bring banks. u

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