A Defra-backed, cross-industry initiative to improve messaging for plastics recycling has been launched.
Pledge 4 Plastics has been set up to urge consumers to recycle one extra plastics item a day, from PET bottles to pots, tubs and trays, in a bid to boost recycling rates.
Councils, companies and organisations can receive a free toolkit, which includes facts and figure, frequently asked questions, content for publication and artwork templates for posters, public transport ads, banners and other promotion. It is available here.
The campaign is led by Recoup, and is supported by WRAP, which has made funds available to local authorities for communications initiatives. Last year, Defra backed the initiative with £20,000, when it was introduced under the name ‘Plastics Please’.
Resources minister Dan Rogerson (above, right) said: “This is another great initiative to boost the recycling of plastic packaging which has our full and ongoing support – I’ve already made my pledge and encourage others to sign up to do their bit.”
Producers, retailers, councils and recyclers have also joined the campaign, including Coca Cola Enterprises, Marks & Spencer, Unilever, Nestle Waters, Nestle UK, RPC, Veolia, Closed Loop Recycling, Valpak, Kent Resource Partnership, Surrey County Council, PlasticsEurope who have each pledged £5,000.
The launch follows the publication of a survey on recycling habits that found that plastics is the material consumers are most uncertain about.
Recoup said consumer engagement was essential to boost plastics recycling as targets for packaging waste continue to increase. It said plastic recycling had to double for the UK to meet an objective of 57% in 2017.
Stuart Foster, chief executive at Recoup (above, left), said: “The Pledge 4 Plastics campaign aims to encourage people to think and act differently and rewards them for doing so. We want to highlight how great things can come from recycling plastic.”
A phone cover designed by interior designer Abigail Ahern, and made from 80% recycled plastic bottles, will be awarded to those who register online in September.