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TV the best medium for conveying the waste awareness message

By Greg Pitcher

Television advertising has been praised by a consortium of councils impressed with the results of a recycling campaign it ran during popular shows such as Pop Idol at Christmas.

The Midlands TV Consortium backed further use of the medium after releasing figures showing far more people noticed it than any other form of advertising.

Warwickshire County Council heads the group of authorities that paid £83,000 for the two-week campaign, which went out to 5 million people on a region of Central TV.

More than 60% of respondents to the consortiums survey said they saw the TV campaign with only 11% noticing second-placed direct mail adverts.

And 20% of those who saw the TV adverts said they were very likely to recycle in the future compared to 7% of those who did not see them.

So the consortium has asked the Waste and Resources Action Programme (WRAP) for money towards a two-year campaign to target the 9m people in the Central region.

Warwickshire waste minimisation officer Glenn Fleet told MRW: Television is a very good medium for all concerned in raising awareness of recycling.

It gets into everyones home and is most certainly something that can work on a national scale.

The results of our survey show that our campaign worked and in the context of a proper campaign it will raise recycling.

We invited WRAP to see our presentation in Warwick and have bid for some money from their communications fund.

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