The slogan – “Rethink Rubbish” – was kept under wraps until yesterday's launch and has been designed following extensive research into what methods work best when encouraging the public to recycle.
Bob Lisney, chair of the NWAI, explained that the “Rethink Rubbish” slogan was developed following interviews with the public which showed that they do not understand the term waste and when asked about waste say: “Oh you mean my rubbish”. Mr Lisney said: “To the public waste means toxic waste and rubbish means their dustbin. The campaign will use the word rubbish and not waste.”
Mr Lisney explained that the slogan has been developed following a year's worth of research and said: “It has been a long time in coming but it has been worth it. We have got something that we think will work instead of our first idea which we now have proof didn't work. We have not wasted anybody's time or money.”
He explained that the first stage of the campaign is to make the public aware that there is an agenda for waste. “People are blissfully unaware that there is a waste crisis in the UK, we don't want to shock them but we want to build up awareness.”
The Secretary of State for the Environment, Food and Rural Affairs, Rt Hon Margaret Beckett MP, said: “I wish the NWAI every success. Their mission to raise awareness about waste and how to deal with it more sustainability is crucial to achieving the move to the more sustainable use of resources that we all want to see.”
The government-backed “Rethink Rubbish” consumer campaign aims to change public awareness, attitudes and behaviour towards rubbish and recycling. The campaign is the UK's first “umbrella” consumer waste awareness initiative. The campaign reflects consumer demand for a consistent, integrated and hard hitting national campaign, while recognising the need to raise levels of consumer awareness which needs to be converted into action at a local level.
As a result of the research, NWAI has produced a series of high impact campaign images that will appear on all publicity material and can be adopted by local authorities, waste sector organisations and retailers. The campaign will challenge consumer preconceptions about rubbish and show the potential of recycling. (Left and below)
Gareth Morton, NWAI project director, said: “Recycling is not new and rubbish is not interesting, faced with these fundamental issues, the challenge was to devise a fresh, innovative umbrella campaign with widespread applications to motivate consumers and potential third parties to significantly move the pace of waste awareness forward.”
Mr Morton added: “There has long been a need for a clear, consistent national waste awareness campaign and
“Rethink Rubbish” offers local authorities and the waste sector a great opportunity to get involved. It will help raise the profile of on-going activities, provide the impetus to create specific local and waste sector campaigns while benefiting from an increase in awareness of the issues to ultimately get the public to do more.”
The campaign will be launched in June and a roadshow which will feature a three-metre high motorised dustbin will travel across the UK in a bid to raise awareness a
Subscribe for free