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Love the streets you're in

One of Londons poor performing councils has brought in a marketing agency to help push its residents up the recycling ladder.

The Royal Borough of Kensington and Chelsea, which recycled just 9% of its waste in 2002/3, is launching the Love the streets you live in campaign this month.

Environment Minister Elliot Morley last month urged those authorities in the capital recycling less than 10% to show a commitment to improving.

Kensington and Chelsea is working with agency Summer Communications to tell people when their rubbish is collected and why they should recycle.

Councillor Richard Walker-Arnott said: We want to encourage residents to feel part of their community and to take responsibility for the streets they live in to play a full part in making those streets safe and clean for everyone to enjoy.

This campaign aims to boost that sense of civic pride and put it right back at the heart of our local community. We want people to love the streets they live in once again.

A spokesman for the council added: The council believes the campaign can encourage residents to move up the recycling ladder. The concept of the recycling ladder is that participating residents need to be pushed up it.

Medium recyclers need to become high recyclers; low recyclers need to become medium recyclers. The council wants to persuade participating residents to intensify their recycling effort.

Morley said in August: A significant minority of councils are still not doing enough in some cases the national minimum target of 10% has not been reached.

Those who do not show a commitment to improving their recycling levels risk intervention by the Government to make it happen.

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