The campaign will last for two months and involves large poster adverts, 1,000 bus back adverts and a radio campaign. The slogan for the campaign is: “Everything deserves a second chance” and the posters picture items including a jar of extra hot chilli and Bros jeans.
 One of the posters used in the Recycle for London campaign |
The campaign is aimed at “medium recyclers”, who make up an estimated 27% of the London population and recycle some of their waste, but materials they could. The campaign is based on a MORI poll which found that many Londoners are not aware of the range of materials that can be recycled.
At the launch of the campaign at the Greater London Authority headquarters, Mr Livingstone said: “What we require is for people already recycling to see that they can recycle a lot more than they think.”
The promotion campaign is supported by a website, a 24 hour help line, information pack and locally specific leaflets.
The campaign is part of the Mayor's efforts to reach a 25% recycling rate by 2005.
Mr Livingstone explained that London fell behind in terms of recycling in the 1990s, when there was no central government body to support local authority efforts, but now the GLA is providing the central drive.
London's average recycling rate is currently around 9%, with several of the boroughs still below than 5%. But Mr Livingstone added: “There is no structural of cultural reason why London cannot reach a 25% recycling rate.”
Environment minister, Mr Morley said of the campaign: “It has to be a genuine partnership approach and I am pleased with the support that the Mayor is giving to the London boroughs.”
He also claimed that latest figures suggest the UK's recycling rate is approaching 16%, nearing the 17% target set by the government for 2003-04. Mr Morley said that the UK needs to concentrate on recycling and move away from landfill and incineration, though he added that “there is a role for thermal treatment”.
For more information visit recycleforlondon.com
Register for free to comment