Speaking at a briefing session yesterday concerning October's nationwide event, the chief executive of the Waste and Resources Action Programme Jennie Price said the campaign's success could only be measured by what it had achieved.
Mrs Price said: “It is fine evaluating what the Big Recycle achieved and there is a need to look at it afterwards and say what have we done, what have we achieved? But there needs to be an output based evaluation as well.
“As part of WRAP's Recycle Now campaign we have set the target of increasing residents involved in recycling by 10% by March 2006,” Mrs Price explained.
The Big Recycle event ran during the week of October 18 and was backed by materials recycling organisations including Alcan, British Glass, Corus, PaperChain, Recoup and Valpak.
Celebrity
Organisers of the event claimed that 250 local authorities took part in the campaign, and that the message had reached “nearly 32 million people”. The event was provided with a celebrity figurehead in the form of TV impressionist Alistair McGowan, whose knowledge about recycling was praised by the WRAP chief executive.
Mrs Price said: “Alistair was able to answer questions about recycling, and even when he was doing impressions he was able to turn them towards recycling.”
Andrew Hartley of British Glass said that he was particularly pleased that 50% of the local authorities organised their own events rather than adopting ideas suggested on the Big Recycle website.
Mr Hartley said that a decision would be made by the end of January next year on the timing and nature of the Big Recycle 2005.
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