The two-year “Recycle Now” campaign will use a variety of television, radio and national newspaper advertising to encourage householders to recycle “more stuff more often”.
 WRAP's recycling campaign emphasises the uses of recycled packaging waste |
WRAP has been given a total of 30 million for promoting recycling, 10 million of which has gone to the national campaign and 20 million has been awarded to local authorities to carry out promotional activities tied in with the national campaign's branding.
A new icon has been designed conveying the message “I love recycling”, which will feature strongly in television and press adverts.
Commenting on the campaign, environment minister Elliot Morley said: “A lot of thought has gone into this campaign – it's not just a campaign, it's a whole branding exercise to push recycling rates up.”
The television advertisement, which will feature on GMTV, Channel 4, Satellite channels and on ITV in the Granada, Yorkshire and Central regions, shows the variety of uses for recycled packaging with a voiceover by comedian Eddie Izzard. After Christmas, the television adverts will be
Materials
A 30-second advert features can recycling, while there will also be 10-second adverts promoting paper recycling and glass recycling. Campaign organisers have said other materials will be featured in promotional material further along the campaign's two-year timetable.
The campaign will be officially launched in Covent Garden today by four-times Olympic gold medallist Matthew Pinsent, who has been described by WRAP as “an active recycler”.
Gareth Lloyd, director of communications at WRAP said the campaign would seek to encourage those householders who have said they are willing or are already recycling.
Explaining plans to evaluate the campaign, Mr Lloyd said: “Research has told us that about 45% of people are active recyclers. We need to increase that by 10 percentage points.”
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