WRAPs up recycling!

London Residents were encouraged to recycle more household rubbish on Monday 27 September, when four times Olympic champion, Matthew Pinsent CBE, swapped his gold medals and rowing boat for a giant motorized can to launch the first televised recycling campaign of its kind in England.

Organised by WRAP, the Waste and Resources Action Programme, on behalf of the government, Recycle Now is being promoted by a £10 million multi-media advertising campaign that will be seen by 4.3 million viewers across England.

Merton Council has already lent their support to the campaign with a competition with primary schools to design an advert to promote recycling at Christmas. The winning advert will be on the back of the December/January issue of My Merton which is delivered to all households in the borough. They will also be supporting the campaign on a local level.

An average of 68 percent of Merton residents now recycle their household waste. This is largely because of the successful introduction of the Recycle from Home Scheme which rolled out to all households in 2003/2004. The council are now looking for ways to bring a similar scheme to flats.

The Recycle Now campaign will be led by three innovative TV ads that aim to capture the imagination of Merton residents by focusing on the various possibilities for recycling. Comedian, Eddie Izzard provides the voice-over for the TV ads, which feature three of the most common items of household rubbish, metal cans, glass bottles and paper, all being transformed into interesting new everyday items through recycling.

Olympic hero, Matthew Pinsent said ‘I think this campaign’s onto a real winner by reminding us how easy it is to recycle now. By showing what amazing things recycled rubbish is being made into it really grabs the imagination and provides the inspiration to do more of it.’

A new website – http://www.recyclenow.com has also been launched providing lots of tips on how to recycle as well as outlining the amazing range of items that recycled household rubbish is being made into.

For more information about recycling in Merton look online at http://www.merton.gov.uk/recycling

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Notes to Editor
§ WRAP (Waste & Resources Action Programme) is a major UK programme established to promote resource efficiency. Its particular focus is on creating stable and efficient markets for recycled materials and products and removing the barriers to waste minimization, re-use and recycling.

§ A not-for-profit company in the private sector, WRAP is backed by substantial Go