WRAP – the Waste & Resources Action Programme – is developing new messages and materials for partners to use to communicate the importance of recycling and resource efficiency.
WRAP has managed the Recycle Now brand and associated communications materials since 2004, through direct consumer messaging, such as its Recycle Now website, and via partners such as businesses, charities and local authorities. Campaign materials, which are available for partners for free, range from the well-recognised heart-pointed recycling ‘swoosh’ to targeted campaigns. These resources are well tested and are used by over 90% of local authorities.
Now, the part government-funded resource efficiency body is producing a new two year strategy for the Recycle Now campaign and is developing new messages and materials in a bid to boost awareness and participation in resource efficiency and recycling.
The move comes as the government last week said it would be consulting with WRAP on how to boost household waste recycling levels in England, after the latest figures showed that progress is stalling (see letsrecycle.com story).
Messages
According to WRAP, the work will involve identifying the most appropriate target audiences for Recycle Now ‘with the aim of gaining maximum increase in recycling (tonnes)’ and will see messages developed to target specific audiences. It will also be testing messages with key stakeholders – work that is already underway.
In areas such as London, WRAP will also test a number of London-specific messages to see if they resonate more with the public than generic national campaign themes.
A spokesman for WRAP stressed that the refresh was in its infancy but indicated that there would be more to say more in early 2015. He said: “It is very early days.”
Local authorities
An advisory group of key representatives has been established and will help inform the refresh. Local authorities are represented on this group by members of the National Campaigns Advisory Panel (NCAP).
A series of workshops are due to take place in 2015 to raise awareness of the new and improved partner materials which come out of the refresh.
Earlier this year, WRAP launched a revamped version of its Recycle Now website and also website for partners.
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