The Recycle for London campaign teamed up with Hollywood studio Dreamworks and production company Aardman Animations, the two companies behind previous animated blockbusters Shrek and Wallace and Gromit.
 Shane Ritchie with deputy mayor Nicky Gavron at the campaign launch on Friday |
The campaign ties in with the studio's latest release, Flushed Away, which features characters living in homes made from recycled materials within London's sewer system.
Characters from the film will feature on campaign posters displayed across London from November 24.
And, as the film is released on December 1, Recycle for London postcards will be distributed at cinemas across London. Recycle for London is hoping that youngsters in the capital will be stirred into action by the campaign and the film to encourage their parents to recycle more.
The postcards will feature a special game called streets and ladders to help young filmgoers engage with the recycling campaign.
Launch
Friday saw one of the film's stars, Shane Ritchie, launching the campaign with Deputy Mayor Nicky Gavron in Trafalgar Square
Speaking to letsrecycle.com, Ms Gavron said: “Children have a great deal of pester power. They have a fantastic way of teaching their parents and showing them how it should be done.”
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The number of Londoners taking part in recycling has doubled since 2001 according to a study by consultants Brook Lyndhurst. Nevertheless, London is recycling less waste than any other English region, with a 17.5% recycling rate in 2005/06.
Mayor of London Ken Livingstone said: “If we do not recycle, rubbish gets dumped in large landfill sites or sent to incinerators increasing the amount of greenhouse gases pumped into the atmosphere and contributing to climate change. I am pleased that Flushed Away stars are helping to get the message out to Londoners that now it is time to act.”
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