WEEE sector joins forces to fund TV ad campaign

Some of the UK's biggest WEEE producer compliance schemes and reprocessors have today (July 27) revealed they have teamed up to jointly fund the production of an advert suitable for TV which aims to raise householder awareness of waste electronics recycling.

The eight companies are working together on the project, which is particularly expected to focus on boosting the relatively low recycling rates of small waste electrical and electronic equipment (WEEE), such as toasters and kettles.

The initiative is being coordinated by Justin Greenaway, contracts manager for Kent-based WEEE reprocessor SWEEEP/Kuusakoski, who earlier this year revealed that he planned to run an industry-led national TV campaign due to his frustration at the lack of a government-run initiative (see letsrecycle.com story).

West Midlands-based reprocessor Overton Recycling, whose managing director Dean Overton previously backed Mr Greenaway's call for a national initiative, are also involved in funding the project, as are recycling and logistics company W&S Recycling, who are based in Poole, Dorset.

They are joined by five producer compliance schemes – DHL, ERP, Repic, Valpak and Wastepack/Electrolink.

The project will be using the Waste & Resources Action Programme's (WRAP) 'Recycle Now' branding and will also receive advice from the body to make sure its message is appropriate for consumers.

Outlining just why he believes there is a need for the project, Mr Greenaway today claimed householder participation was “fundamental” to boosting WEEE recycling rates, and particularly in light of expected higher collection targets for the waste stream in the future, noting that “if people don't know they need to do something, they won't.”

“This is why the sector has felt the need to take matters into its own hands and through working with WRAP, we are providing the funds to develop an advert that will begin to take the message to the consumer. It's great to see the industry coming together and work towards a common goal,” he added.

Funding

A spokeswoman told letsrecycle.com that each of the companies involved in the initiative was providing £4,000 in funding.

She added that the aim was to have the advert finished in time for the “run up to Christmas” and for it to be broadcast in areas that supported the activities of the funding parties. The initial money is being used to to fund the project of the advert, with the parties involved in funding it then aiming to work with relevant waste authorities, compliance schemes and materials buyers to help fund actual airtime.

Awareness campaigns run by WRAP and focusing on small WEEE have been run during the festive period in recent years, while the body also made the waste stream the focus of its ‘Recycle Week' campaign last month (see letsrecycle.com story).

However, while 36.6% of household WEEE was collected for recycling in 2009 (see letsrecycle.com story), the collection rate for small WEEE remains less than half this, and the need to focus on this was emphasised by Scott Butler, general manager at ERP.

“We are supporting this ad to make it easier for people to find out where they can take their small electricals for recycling. Small waste electricals can too easily end up in the bin, and we need to encourage people to take advantage of the opportunities they have to stop this happening in the future,” he said.

His sentiments were echoed by Duncan Simpson, director of sales and marketing at Valpak, who said they were “very happy” to be involved in the project, while Phillip Morton, chief executive of Repic he hoped the project “captures the public's imagination”.