Waste electrical and electronic equipment (WEEE) recycler SWEEEP Kuusakoski has launched a website aimed at raising funds for a forthcoming WEEE TV awareness raising campaign.
The WEEEConnect site promotes an industry alliance between WEEE compliance schemes, including Valpak, ERP, Overton Recycling and Repic, who have joint-funded a national TV advert due to be screened during Christmas.
SWEEEP contracts manager Justin Greenaway told MRW: “Getting competing compliance schemes to co-fund something was quite revolutionary, but obviously they can see a bigger picture. TV advertising individually was far too expensive but, together, it’s economic.
“It is totally out of frustration that we have done this. Industry often moans that there has not been a national TV campaign to raise awareness of the WEEE waste stream, and there is such a small general knowledge of WEEE as a waste stream.”
Greenaway hopes that the site will operate as a “reverse wall of shame” so that local authorities can see who has offered support for the advert and its message.
He said: “It’s a way to show this is out there and collect funds, give something back, and encourage people that if you’re not on there, it is fair for the industry to ask why not. We’re all going to benefit.”
Overton Recycling managing director Dean Overton said: “Overton Recycling is proud to be one of the founder stakeholders in this brilliant advertising campaign. If we are going to change consumer behaviour, we cannot assume people will learn the message from other sources – because there are none.”