The six week campaign, funded by a 180,000 grant from DEFRA, used posters, bus shelter, newspaper and radio advertising to promote the message “Don't Let It All Go To Waste”.
 Sami Hyypia and Jerzy Dudek with youngsters from the ‘SweeperZone’ team prepare a poster for recycling |
At the final promotional event at Anfield football ground, the club's chief executive Rick Parry was joined by first team players Sami Hyypia and Jerzy Dudek as well as young members of the club's ‘SweeperZone’ team.
During the event, the players and the kids tore up one of the large billboard posters from the campaign in a symbolic gesture so that it could be recycled.
Councillor John Fletcher, chairman of MWDA, explained why it is important to get local celebrities to engage the attention of residents, and especially children.
He said: “It is obviously important that local businesses such as Liverpool FC support what we are trying to do in the community and having high profile players setting the example like this is vital in order to catch the imagination of youngsters.”
The MWDA is responsible for the disposal of household waste from Knowsley, Liverpool, St Helens, Sefton and the Wirral but the awareness campaign also covered the borough of Halton.
Each year households in Merseyside produce over 800,000 tonnes of waste a year, enough to fill Anfield football stadium six times. The promotional campaign was aimed to help boost Merseyside's current recycling rate of 11% of this mountain of household waste to meet the MWDA's 22% target by April 2005.
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