In March 2003, Warwickshire, Staffordshire, Shropshire, Birmingham, Coventry, Telford & Wrekin and Worcestershire joined to fund a 20 television second advert produced by Waste Wise (see letsrecycle.com story). The group of councils decided to run another promotion this Christmas following positive feedback and an increase in visitors to the Waste Wise website.
 The TV advert shows a family recycling their waste from Christmas lunch |
Following the success of the first campaign, the new Christmas-themed campaign has expanded with Herefordshire, Solihull, Leicestershire, Oxfordshire, Derby City, Gloucestershire, Nottinghamshire, Lincolnshire and Buckinghamshire councils joining. Each council is contributing up to 3,000 towards the 84,000 total cost of the television commercial.
The commercial will be shown in the Carlton Midlands TV region during the day and evening starting December 20, 2003 including broadcastings during the Pop Idol final and on Christmas Day. The consortium of councils is hoping that it will reach its potential audience of 9.4 million viewers over a two week period.
The advert shows a typical family having Christmas lunch but being lectured by their kitchen bin when they go to throw out their recyclables.
Commenting on the new campaign Glenn Fleet, waste minimisation group officer at Warwickshire council, said: “Because all the authorities are doing something different for collecting materials, we kept it so to get people to think about the general recycling side. It is also being backed up by bus campaign and posters across the region.”
The new festive advert is 30 seconds long was also part funded by Lafarge Aggregates through the Landfill Tax Credit Scheme administered by the Warwickshire Environmental Trust. Some of the LTCS funds will go towards researching the effectiveness of the campaign.
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