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The government-funded organisation has appointed the Saatchi advertising group to develop the campaign, focussing around a new “recycle” logo (pictured) and the slogan “recycling: the possibilities are endless”.
The logo is also supposed to convey the sentiment “I love recycling”. Market research firm NOP told WRAP the campaign “is among the strongest they've ever tested”. WRAP chairman Vic Cocker said the campaign would be “no silver bullet”, but would have “significant impact”.
The adverts are to have a “stylish and original look” with bright coloured lines on a black background, and will be set to “uplifting and catchy” contemporary music, WRAP said. Targeting all consumers, there will be a “slight female bias” to the adverts, and a focus on the 25+ age group – the areas WRAP believes will be most receptive to the need to recycle more.
 The national television adverts will show planes made from cans in “stylish” animation |
Launched from the Labour Party Conference on September 27, “recycle” commercials will air in September, October and November on Channel 4, Channel 5, selected ITV1 regions – Granada, Midlands and Yorkshire – and selected satellite stations. The first week of the campaign will include daily spots on GMTV. From Boxing Day, the adverts will be aired across England on ITV1.
The campaign will also take in the national recycling week, called “The Big Recycle”, the week of October 18th.
The television adverts will include a 30-second animation showing how metal cans can be turned into new fridges, cars, aeroplanes and into new cans. There will also be a 10-second slot for organics and a 10-second slot for glass. WRAP communications director Gareth Lloyd told letsrecycle.com that the plan is to produce adverts focussing on other materials next year.
Local authorities
Launching the campaign for local authority stakeholders today in Birmingham, WRAP is telling councils the campaign will be long-term, running until at least March 2006, with the potential to continue for five to 10 years.
  Packaging will be colour-coded, with local authorities offered colour-coded stickers for bins, boxes and banks |
The national campaign is being “dovetailed” with local campaigns – materials and designs will be freely available on the stakeholders' website for local authorities to use without the need to draw up contracts. This will include adverts for local papers, bus shelters and posters, as well as stickers to place colour-coded materials logos on bring banks and kerbside containers.
Those councils given awareness grants by WRAP from the 20 million allocated to the local authorities will be expected to use the new designs, the organisation told letsrecycle.com. To help councils time their own campaigns, they will be given schedules for when television adverts are being shown in their areas.
Retailers
While local authorities are being urged to take up the new recycle banner, WRAP head of communications Julie Parry said they would be approaching retailers one by one to encourage participation.
Ms Parry said: “We already have the support of the major groceries and DIY stores – we prioritised that – but we will be trying to engage with other retailers on the high street as well. We are not giving retailers the broad brush treatment, as we feel they will need specific attention so they can focus the message in the best way to suit their customers.”
She said that WRAP was also hoping the advert would catch the eye of the Treasury, raising the importance of waste issues in the upper levels of government. “If this is successful, then success breeds success, and we will get more money into this industry,” she explained.
Local authorities and other stakeholders can register (free) for campaign materials and other information at the website www.recyclenowpartners.org.uk from 2pm today (Thursday).
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