Funded by Landfill Tax Credits through Cory Environmental, as well as money from the London Recycling Fund, the project will see 4.4 million alone spent on publicity. The campaign, launched today at the Royal Festival Hall by GMTV presenter Fiona Phillips, will be run under the national Rethink Rubbish banner.
The Western Riverside campaign is tied to a 700 million 30-year waste contract with Cory Environmental (see letsrecycle.com story), supported by Waste Watch. The four boroughs produce around 600,000 tonnes of waste a year, over which around 12% is currently recycled, but the Authority must reach targets of 25% by 2005, 30% by 2010 and 33% by 2015. The Western Riverside Waste Authority sees publicity as key to reaching those targets.
 The Western Riverside website provides residents with answers to recycling questions |
Bryan Levitt, the WRWA chair, said: “We ought to be recycling at levels of 30%, in fact we are struggling to reach 10%. We must reach our residents to start separating waste in to two bags – one for recyclables and one for non-recyclable waste.
Awareness
A new website will compliment a lot of work with over schools in the area in order to encourage residents to use kerbside collection services. This will include money for recycling facilities in 40 schools, awareness programmes in 200 schools and funds to provide supply teacher cover for staff taking time out to organise recycling activities.
Financial support also will be offered to community groups looking to start recycling or composting projects in the area, with up to 2000 available for each applicant.
There will also be research carried out by MORI and the Open University to assess the effectiveness of the publicity campaign and the images and adverts used in promoting the issue.
London Remade
A further 650,000 will be spent on developing markets for the material, which will be handled by London Remade. Funds totalling 450,000 will be spent on delivering help and advice to recycling officers in the four boroughs to improve their recycling services.
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