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WRAP campaign to target 'middle of the road' recyclers

WRAP’s Recycle Now campaign, to be re-launched later this month, will target households who “are engaged but could be doing more”.

Recycle Week from 22-28 June will mark the start of a two-year strategy for Recycle Now, with a quarterly focus on dry recyclates.

Vehicle livery, posters and leaflets were tested in 12,000 households in Tunbridge Wells Borough and Sheffield City councils throughout February and March to ensure they resonated with householders and local authorities.

Clear recycling messages relating to specific items and rooms such as plastic shampoo bottles from the bathroom or paper from the living room and local benefit messages had the strongest appeal.

An advisory group, made up of local authorities, waste management companies, reprocessors, brands and retailers, has also provided input into the materials’ development.

Findings from WRAP’s 3Rs Tracking survey and ‘Barriers to recycling at home’ report published in December 2014 have also fed into the new campaign materials.

Linda Crichton Wrap

Writing for MRW in December 2014, head of resource management Linda Crichton (pictured) said the campaign refresh would include an upgrade to the Recycle Now postcode locator.

The decision to new approach was a result of research showing there is now more than one individual in a household that is responsible for recycling.


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