As a result of the need to take a considered approach to the work, WRAP is now treading a careful path to shaping its new recycling campaign, details of which are to be unveiled to local authorities on July 22.
The WRAP campaign, which will start in September, follows on from the Rethink Rubbish campaign and other promotions but will be on a much larger scale. It has been highlighted as being of great importance by environment minister Elliot Morley and will also see WRAP working on other measures to help make recycling easier for the public.
Philip Ward, WRAP's chief operating officer, speaking at a packaging seminar, explained that WRAP has “been working very intensively on this campaign and we are working to a strong evidence base which has been produced by our advisers.”
Mr Ward confirmed that details will be revealed to local authorities next month with the intention of the campaign going live in September.
He said: “We have been looking for a campaign which will hit the right note with the public. This has not been easy. We know that the public don't like to be hectored, nor do they want to be told something terrible will happen to them if they don't recycle.”
Colour coding
Now WRAP is to press on with detailed creative work for its national awareness campaign which will include national advertising.
Alongside the campaign work, WRAP is looking at ways to make it easier for the public to recycle. One idea that is being examined is the idea of colour coding materials – different types of plastic bottles could, for example, have a red or blue colour code.
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