Recyclings £8 million communications campaign to boost public participation is calling for the crucial support of local authorities.
The focal point of the Waste and Resources Action Programmes (WRAP) attempt to increase public awareness is the Big Recycle week starting October 18.
Waste Watch communications consultant Steven Haugh worked on the WRAP campaign and this week insisted it could make a huge impact on public behaviour.
But Haugh, who also contributed to the Rethink Rubbish campaign, said this was reliant on the support of councils.
He said: Its crucial that local authorities back the campaign. If I was a local authority I would find it really encouraging that someone was spending money on a national campaign.
WRAP has the money and the expertise to make this work. I have high hopes for the national campaign. The next six months will see a big change in recycling.
Local Authority Recycling Advisory Committee (LARAC) vice chairman Durk Reyner recently admitted councils may not be able to get fully behind the seven days of events due to a lack of time.
Andy Doran, LARAC chairman, said: Local authorities welcome the national campaign, and also the Big Recycle, which gives it focus. The problem is that while the week may suit some authorities, it will not suit all of them.
Some councils may be busy rolling out kerbside collection schemes for example, so wont be able to put on local events, but thats not to say they dont support the campaign.
A spokesman for the Big Recycle said: We understand that local authorities are busy. The campaign is designed to be easy to use and whatever local authorities can do will be in the context of the national campaign.
We would have liked another six months to prepare, but this is like any national event in that we had to start somewhere. It will be the first of many and we can learn lots from it and improve it in future.