Four times Olympic champion Sir Matthew Pinsent is to front this year's Big Recycle, which starts on June 27.
Matthew is putting his face to the campaign, which aims to encourage more people to recycle their household waste.
The campaign will launch with a week of TV and radio interviews.
Pinsent, who even recycles his own rowing kits, was keen to support the campaign.
He said: "I've always been a big believer in recycling and I use my local council's doorstep collection service. I don't even have to think about it now - I just do it.
"If we all realised what a massive difference we could make by recycling used packaging, such as soft drinks, food cans, paper, glass and plastic bottles and jars, I think we would all do it.
"I know from my own experience that it has never been easier to make recycling a part of your everyday life. That's what the big recycle is all about - letting people know how and where they can do it, wherever they live."
The Big Recycle is part of Recycle Now, a major TV and press advertising campaign designed to encourage people in England to recycle 'more stuff, more often'.
The week is being jointly organised and funded by the Waste and Resources Action Programme (WRAP) in partnership with the leading materials recycling organisations British Glass, Corus, Novelis, PaperChain, the Corrugated Packaging Industry, European Metal Recycling, Recoup and Valpak.
WRAP chief executive Jennie Price said: "Last year, more than 300 organisations registered to take part in the first campaign. This latest celebrity endorsement gets the 2005 campaign off to a flying start."