UK needs hard-hitting national recycling campaign

Watford has recently imposed a side waste limit on its residents, charging them 1 for every bag over the 240 litre bin that they use.

”I have seen one advert, which shows how a can is turned into an aeroplane, but that is a bit soft“
– Dorothy Thornhill, Mayor of Watford

The new scheme was started in order to help Watford hit its 2005/06 recycling target of 30%. The council achieved a recycling rate of 21% in 2003/04.

tougher

But, the mayor of Watford, Dorothy Thornhill, told letsrecycle.com that for her council – along with all the other authorities – a tougher national campaign would be needed to reach high recycling targets.

“I have seen one advert, which shows how a can is turned into an aeroplane, but that is a bit soft,” she said of the Recycle Now advert which is backed by WRAP. “We need a really hard hitting campaign showing the threat of landfill, in a similar vein to the seatbelt adverts, if we are going to get people in this country recycling at a high level.”

Ms Thornhill said people still saw the recycling message as something from “weedy environmentalists”, and didn't realise the extent of the problem.

She said: “If I am talking about the problem of waste, I start by showing pictures of landfill first because I think that is something that people can associate with. Then you come on to the environmental benefits of recycling later on.” But she said these messages need to come from government.

Watford started its “no side waste” scheme at the beginning of June. Council officers have been talking to those that do produce large quantities of side waste, enforcing the recycling message and explaining what can and can't be recycled.

Confusion

Ms Thornhill said that many residents simply did not realise what can be recycled. If residents continue to put out side waste without paying for the additional sacks Watford will consider this as fly-tipping and if the problem persists they will look to prosecute.

Watford currently collects refuse on a weekly basis. Garden waste, kitchen waste and cardboard are collected on a fortnightly basis, with glass, paper, cans and plastic collected on alternate weeks to the green waste. The council also offers nappy sacks which are collected separately.

Ms Thornhill said: “I think we are being very kind to our residents, we are saying we will happily collect all your waste, just make sure you put it in the right boxes. If people are still over filling our bins after all we offer them, there is something wrong.”