Background to the Campaign

Much groundwork has already been done on raising public awareness of waste; through the National Waste Awareness Initiative, the Rethink Rubbish campaign and the many initiatives run by local authorities.

In order for England to achieve its challenging recycling targets, the Government recognised that we need a distinct style of campaign - one that creates compelling reasons for consumers to act. Awareness of recycling in consumers’ minds is not enough – the awareness needs to be turned into action. Creating actions is the primary focus of the new campaign.

The New Recycling Identity and Campaign Message for England

Identity

  • Our aim is for the new recycle mark to become the recognised recycling symbol in England. Through consistent promotion it will become synonymous with recycling wherever it is seen – from recyclable materials and receptacles to recycling signage at both a local and national level.

Recycle Now iconograpy

  • The curved arrow represents the action and sustainability of recycling. The heart signifies the feel-good nature of the recycling activity.  The word ‘recycle’ is a clear call to action.

Message

  • The Recycle Now campaign will encourage and motivate consumers to recycle now and often. The messages of the campaign have been carefully developed, and extensively tested. Its powerful and inspiring imagery, delivered in friendly, inclusive tones, is aimed at capturing the imagination of a broad section of the public, raising consumer awareness and interest in recycling issues, and encouraging them to act.

Campaign Activities

  • television and national print advertising
  • consumer website to further increase consumer awareness and education
  • creation of this online resource centre with all the tools and advice you need to run your own local and regional campaigns

We understand that any campaign and especially any new brand identity will require time to fully engage the public. The long term nature of this campaign, with funding until at least 2006, should help ensure its success.

You Can Make it Happen

  • The new campaign will raise consumer awareness of recycling issues to new heights. It will provide consumers with rational and emotional reasons to recycle more materials and encourage them to change their behaviour at a high level.
  • But it’s at the local level that the real advances will be made. Research consistently shows that the public lack the basic day to day information they need to recycle more. In short, we need YOU to make the new campaign a success.
  • This website contains all the advice and communications tools you need to launch your own local campaign, providing up to date information to householders in your area in a style which is consistent with the Recycle Now imagery and the new recycling identity.
  • Only together can we reap the rewards at both the local and national level and deliver real and sustainable recycling improvements for all.

Who's behind it?

The Recycle Now campaign is being run by WRAP (the Waste & Resources Action Programme). WRAP is a not-for-profit company supported by funding from DEFRA, the DTI and the devolved administrations of Scotland, Wales and Northern Ireland. WRAP's mission is to accelerate resource efficiency by creating efficient markets for recycled materials and products, while removing barriers to waste minimisation, re-use and recycling.