Recycle Week to capitalise on citizens’ surge in environmental concerns

20th September 2018

From Blue Planet II, to major developments towards reducing unnecessary plastic, this year people have been motivated to care about the environment in a way they never have before. Recycle Now will build on this momentum to make its 15th annual Recycle Week – kicking off next Monday (24th Sept) - the biggest and best ever.

Using the campaign’s new ‘social norming’ approach to messaging it will encourage people to recycle because it’s the norm, with the theme ‘Recycling. We do. Because it matters.’

In preparation for the national week, Recycle Now has been touring the UK with an 8 metre ‘WE DO’ sign which has been photographed at well-known UK buildings and landscapes.  Photos from the tour will form the basis of a new out of home advertising campaign and large scale digital campaign highlighting that ‘WE DO’ recycle as a nation. In addition, buildings across the country will be lighting up in green to show support. 

It’s clear that today more and more citizens are recycling, with recycling rates going from just 10% in 2000 to over 45% today, but there is still more to do. 

WRAP’s annual recycling tracker survey, published today, shows that while people in the UK say doing their bit for the environment is one of the primary motivations for recycling, they do sometimes find it difficult to identify what is recyclable*. 

To help, Recycle Now is taking a localised approach to its media outreach for this year’s Recycle Week. Working alongside local authority partners, it will target key contaminants and missed capture items specific to those areas, giving clarity on what can and can’t be recycled in that area and encouraging residents to recycle more of the right materials in the right way. 

Craig Stephens, Recycle Now Campaign Manager, said: “Recycle Week is the perfect opportunity to remind people why recycling is worth it. And this year, more than ever, we have people’s attention and we’re going bigger than ever before! I’m delighted by the support we’re getting from partners. I’m now looking forward to seeing the impact we make with the week.

“We know recycling can’t answer all the waste issues we are facing, but it’s a key part of the puzzle. It’s important citizens know that if they recycle then their waste has the best chance of being dealt with in the most environmentally friendly way.”

There’s still time to get involved and join partners from local authorities to big brands and retailers who are supporting the national ‘WE DO’ campaign*. Download customisable DO/DOES assets developed and provided by Recycle Now along with the DO/DOES campaign strapline that can be localised for your organisation. Visit WRAP’s resource library for the free resources:

Follow Recycle Week on Twitter, Facebook and Instagram, use #RecycleWeek and #WeDo



Recycle Week video - embed into your story: 


*WRAP’s recycling tracker (2018) shows that:

  • over three quarters of UK households (76%) add one or more items to their recycling collection that is not accepted locally.
  • more than half (54%) put at least one item in the general rubbish that could be recycled

**Partner activities include: 

  • Norwich Castle, The Liver Building in Liverpool and City Hall in Cardiff will be lit up with the Recycle Now Swoosh
  • Coca-Cola is launching its #CokeDunks campaign to raise awareness of recycling bottles – a host of celebs will join the fun by slam-dunking their bottles in the recycling, including stunts from pro street basketball player, Tom ‘Conman’ Connors. They’ll also be running TV ads throughout Recycle Week.
  • Unilever brands; Marmite, Sure for men and Sure for women will be supporting RW on social media
  • H&M is using Recycle Week vinyls in the windows of selected stores 
  • John Lewis will be running in-store and online promotions and giving away prizes
  • Quorn will also be dishing out prizes and adopting the Quorn DOES strapline for social media to help spread the word about recycling
  • Tesco and Danone will be partnering up for the Week by running fun customer engagement activities in a number of stores.
  • Brecon Carreg are incorporating the Recycle Now swoosh in their logo online and on social media
  • Cardiff City Football Club is adopting the DOES strapline
  • Other brands showing their commitment to recycling this Recycle Week include Heinz, P&G, Co-op, Aldi, Asda – check out their social channels during the week and follow their updates 

For media enquiries, contact: Clare Usher, PR Officer:, 01295 819619

About Recycle Week
Recycle Week is the UK’s annual event to build awareness of, and encourage increased participation in, recycling behaviour. It is organised by WRAP under the Recycle Now brand and will take place this year in the last week of September (24th – 30th September).

About Recycle Now
Recycle Now is a campaign to encourage people in the UK to recycle more things, more often, from all around the home. The campaign aims to encourage behaviour change across the UK to reduce the amount of waste produced and use resources in an efficient way. For more information about Recycle Now visit:

About WRAP
WRAP is not for profit, working with governments, businesses and citizens to create a world in which we source and use resources sustainably. Our experts generate the evidence-based solutions we need to protect the environment, build stronger economies and support more sustainable societies. Our impact spans the entire lifecycle of the food we eat, the clothes we wear and the products we buy, from production to consumption and beyond. @WRAP_UK