The Recycle for Calderdale campaign, run by the West Yorkshire borough, enlists primary school children to gather pledges to recycle more from family and friends.
 Pupils from Todmorden CE Junior and Infant School in Calderdale, who are taking part in the award-winning recycling campaign |
In return, pupils receive wrist bands and vouchers to visit a local science park.
The recycling ambassadors also earn points towards 26,000 worth of TVs, projectors, computers and musical instruments for their schools.
Marketing agency Ainsworth and Parkinson, which devised the scheme, claimed that 50% more of the people who signed up were keeping their promise, as opposed to those who did not.
Involvement
Malcolm Akroyd, waste manager at Calderdale council, said: “In just eight months, almost 17,000 households have signed a pledge to recycle and 87% of primary schools are participating in the scheme and therefore directly benefiting from their involvement.”
A spokesman for Ainsworth and Parkinson added: “Our target is to get a quarter of the houses in Calderdale to sign up.”
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The campaign took the top “gold” award in the public services category at the Institute of Sales Promotion's Promotional Marketing Awards at the Royal Lancaster Hotel in London.
Ian Piches, creative director of Ainsworth and Parkinson, said at the event: “We’re all very proud to receive recognition for what we consider to be a very important issue. The campaign has really engaged the whole community – from schools to pupils to households – in the positive benefits of recycling and rewarded them for their success.”
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