The body, which represents 59 companies in 22 countries, intends to use sites such as Facebook and Twitter in a bid to increase public consciousness of closed loop glass recycling.
A cartoon named ‘Hank the Singing Bottle', showing the ‘life story' of glass collected for recycling and the various items that can be made from recycled glass, will also feature.
The initiative follows a consumer research exercise undertaken by FEVE throughout 12 European countries, including the UK, which found that 74% of European consumers preferred glass to other packaging formats.
In addition, FEVE intends to use the campaign to build on the fact that, in Europe, nearly 11 million tonnes (or 62%) of container glass was collected for recycling in 2007.
Dominique Tombeur, President of FEVE, said: “The 62% glass recycling rate is a great result, which includes data from the new member states where recycling is still in its infancy.”
“Now we want to focus on the huge unexploited potential of the remaining 38% of glass packaging which was put on the market but which is not yet being recycled,” he added.
The launch of ‘Friends of Glass' comes shortly after the plastics recycling sector combined to produce a similar effort aimed at encouraging a better understanding of its own sector and its ambitions through the Plastics 2020 Challenge campaign (see letsrecycle.com story).
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