Recycle Now and WRAP have launched a campaign aimed at encouraging consumers to prevent and recycle plastic waste.
The ’Plastic Planet’ campaign includes ”hard-hitting digital images and messages” in an attempt to persuade consumers to recycle.
Currently around 58% of plastic bottles are recycled in the UK despite 99% of local authorities collecting bottles at kerbside.
WRAP has recently been invited by environment secretary Michael Gove to lead on a cross-sector plan to transform the plastic system in the UK to reduce the environmental damage it has caused.
Peter Maddox, director at WRAP, said: “WRAP is meeting the plastic challenge head on, addressing its use across the whole industry as well as in the homes of citizens, to create sustainable solutions.
”It is great to see so much momentum behind the fight against plastic waste from the public. Recycle Now is taking the challenge to them, capturing citizens’ attention while the issue is very much in the spotlight.
“The plastics initiative will ignite conversation and action across the industry to create a circular plastic system that works. We are exploring how we can further engage consumers with plastics as part of this, and are keen to use that campaign to explain the value of packaging as well as how to recycle it.”
The launch of ‘Plastic Planet’ follows the unveiling of WRAP’s new collaborative plastics initiative, which was announced as part of the Government’s 25-year environment plan, and will be officially launched in the spring.