Glassmaker O-I (formerly United Glass) and Stirling Council have joined forces to tackle a perceived lack of awareness of what happens to glass once it has been placed out for doorstep collection in an attempt to increase the amount of brown and clear glass recycled.
Radio and bus advertising, direct mail and local newspaper editorial will take a creative approach in illustrating the fact the glass is used locally for bottles and jars at the company's Alloa plant.
Stirling Council waste services manager David Hopper said: "We're pleased to be part of this campaign as while people are good at recycling their green glass, we know that recycling brown and clear glass is less common and we need to make our residents more aware of this, and why it is important."
Stirling Council is one of Scotland's best performers and while 98% of residents have access to kerbside collections, much clear and brown glass still goes to landfill. Removing this from the waste stream could have a significant impact on the council's ability to reach its targets.
O-I recycling development manager John Forsyth said: "We shall be monitoring Stirling's volumes carefully over the next few months to assess whether there is any uplift and whether this is then sustained. If so, we will encourage other councils in Scotland and England to run similar campaign's on a co-funded basis."