The campaign, which features a new heart-shaped logo and the voice of comedian Eddie Izzard, was originally given 4.5 million a year by Defra to run until 2006. After its one-year review, campaign organisers WRAP said today it has now been granted funding of about 9 million a year for two more years to 2008.
 WRAP says its television advertising for the “Recycle Now” campaign has reached 94.3% of people in England |
Local authorities, which had received substantial funding to support the national campaign in their areas, will also receive more funding for the period to 2008. The exact amount is to be revealed at a meeting on September 7.
The new funding will mean the Waste & Resources Action Programme and its partner organisations will be able to expand each element of the campaign.
Television
This will include an expanded television campaign, which WRAP has claimed has so far reached 94.3% of people in England and 97% of target audiences – shoppers with children. WRAP intends to spend the additional funding reaching a wider audience.
Julie Brown, WRAP's head of communications said: “We may now look to target 15-25 year olds for instance, but we will definitely look to target a wider range. The additional funding will allow us to work on this, as well as increasing the amount of times each advert is shown.”
Radio adverts, featuring the voice of Eddie Izzard, will be aired on national radio over the next year. WRAP has also made available adverts for local authorities to use on local radio, with space at the end to include their own localised messages.
Other possibilities for work in the next two years will include the naming of the family used in the Recycle Now television adverts to raise their profile as well as more radio work and an interactive element aimed at a younger audience.
Presentation
WRAP will being holding a presentation on the findings of the first year of the Recycle Now campaign on September 7. The presentation will also be looking towards the future of the campaign and WRAP is encouraging local authorities are encouraged to attend.
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Research on the first year of the project has indicated that already 86% of local authorities are using the Recycle Now logo as part of their campaigns, while 76% intend to extend the use of it.
Next year's national recycling week event, the Big Recycle, has also been announced with a start date of June 5 2006 lined up.
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