Former Eastenders actor Shane Richie is the voice of Syd the rat in the new childrens movie Flushed Away. In the film- due for release on December 1- main character Roddy is flushed down the toilet into Londons sewers. He then finds himself in an underground city made from recycled materials.
Richie joined up with deputy mayor of London Nicky Gavron in Trafalgar Square to launch a campaign aimed at raising awareness of recycling issues.
The two took part in a giant board game called streets and sewers. A smaller postcard version of this will be distributed in cinemas to help engage young Londoners.
Gavron said: I am pleased to join Shane Richie to highlight the importance of recycling. Now is the time for action. Our research shows that in London we are recycling more, but we really need to step up our efforts.
Sixty percent of the contents of your bin can be recycled. Its simple and easy to do, so make recycling a habit.
A recent study by Brook Lyndhurst found that since 2001, the number of people recycling a wide range of materials has doubled to between 40% and 50% and the number of people not recycling in London has dropped from 22% to 8%.
The study concluded that Londoners are recycling more as they have more recycling collections from home and as they find the range of items that can be recycled is being extended.
But there is still much to be done. The capital is still only recycling 17.5% of its rubbish and 20-30% of households are still recycling little and infrequently while 15% recycle nothing or close to nothing.