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Quirky tv adverts deliver recycling message

Children dressed as futuristic superhero characters are to deliver the message to the people of Wales, ‘it’s our future please don’t throw it away’.

The latest bilingual television and radio adverts from Waste Awareness Wales (WAW) will illustrate the ease and benefits of recycling in everyday life as Newport City Council enters the penultimate stage of promoting its fortnightly collections.

Newport’s cabinet member for community safety and sustainable development councillor Ray Truman said: “TV advertising is a very useful recycling education tool that is out of reach of most council budgets. The WAW adverts, by grabbing the attention of the viewer, will bring home the need to make the right choice of putting materials to productive use by recycling them.”

The commercials coincide with the councils 2xRecycling Scheme which will see recyclable and non-recyclable rubbish collected on alternate weeks from the bins of 29,000 residents from January next year. This follows a successful pilot scheme covering 9,000 houses that has been running since October 2004.

Truman added: “These adverts couldn’t be timelier as we inform 20,000 more residents that their rubbish bins will be collected once a fortnight. We’re confident that more Newport residents will be persuaded to make the right choice after seeing these adverts.”

They will be broadcast on ITV Wales, S4C and locally on Red Dragon FM and Real Radio. The council says the broadcasts will have quirky effects and a modern colourful feel encouraging people to recycle rather than throw rubbish away.

They believe that by switching non-recyclable collections to once a fortnight, it will grab the attention of those currently ignoring the recycling message and prompt them into action.

Leaflets have also been distributed to all houses affected while refuse crew will be sticking calendars and reminder stickers on bins in January.

Recycling targets are becoming a high priority on every local authority agenda with the Welsh Assembly aiming to recycle or compost 40% of Welsh rubbish by 2010.

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