The Waste & Resources Action Programme’s revamped Recycle Now strategy will update householders on what materials they can recycle at their doorstep when it is launched in June 2015.
Residents in Sheffield and Tunbridge Wells are among the first to see the promotional material, which includes posters, bin stickers, leaflets, vehicle livery, roadshows and social media.
Around 12,000 households in each area are taking part in the pilots, with each council selecting collection rounds where “engaged recyclers” are the most prevalent.
Much of the work has been informed by WRAP’s ‘Barriers to Recycling at Home’ report, published in December, which identified that many households are confused by plastics and food waste recycling (see letsrecycle.com story).
The resources are also based on findings gained through focus groups and feedback and ideas from the Recycle Now Advisory Group, which includes representatives from local government, retailers, the recycling industry and waste management companies.
Selection
Sheffield city council and Tunbridge Wells borough council were chosen to pilot the campaign as they are both connected to the Advisory Group and have a “good proportion of households” already engaged in recycling.
Both areas are geographically different; Tunbridge Wells in Kent is a predominantly rural area while Sheffield remains one of the largest regional cities in England.
And, in 2013/14, Tunbridge Wells achieved an overall recycling rate of 46.35% – while Sheffield recorded a much lower figure of 30.22%.
The campaign materials used have been specifically adapted for Sheffield and Tunbridge Wells to reflect their collections services and the messages they want to communicate to householders. The types of messages include acknowledging residents’ efforts with recycling and sign posting residents to relevant recycling information.
A spokesperson for Tunbridge Wells council said: “Tunbridge Wells borough council is pleased to be trialling the new Recycle Now campaign material in areas of the borough.
“Our recycling service has been extended to include plastic food trays, yoghurt pots, butter and margarine tubs and Tetra pak style cartons containing, for example, juice, tomatoes and custard.”
Support
The Recycle Now campaign originally launched in 2004, with the help of around £10 million in support from the government and is now thought to have been used in some form by as many as 90% of the local authorities in England.
The campaign refresh will kick-start a new two year strategy for Recycle Now, with details to be revealed during its launch in Recycle Week in June.
Speaking at the annual conference of the Kent Resource Partnership in Canterbury earlier this month, WRAP chair Julie Hill said: “The aim is to develop a ‘thank you’ type message with residents and it will focus on what can and can’t be recycled. This will be thinking about different rooms in the house, all of the areas that need attention, such as the bathroom.”
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