Recycle Now Campaign Messages Hitting Home

• an increase in the number of people who are classified as committed recyclers (up from 45% to 50%)²
• 9 out of 10 people regarding recycling as an important thing to do and
• 34% of respondents aware of the new recycling promotion on television

Recycle Now, managed by WRAP (the Waste & Resources Action Programme) on behalf of the Government, was launched in September 2004 with a £10 million multi-media advertising campaign. The campaign, which was spearheaded by TV and press adverts, has already been seen by an estimated 42.9 million people³ across England.

Commenting on the research, Jennie Price, Chief Executive of WRAP, said: "We are really encouraged by these mid-term results which show that the general enthusiasm for recycling has been successfully converted into positive action. Many local authorities and Defra have worked hard in putting an infrastructure in place to communicate with their residents, and they have a major share in this success."

Indeed, access to recycling facilities is a key factor highlighted by many respondents, with 79% of those surveyed now saying it's convenient for them to recycle - an 11% increase over the period - and 65% saying they now have access to doorstep recycling of two or more materials – up 7%. Interestingly, the research also shows that more people say they are able to recycle other household items not highlighted as part of the advertising campaign, such as plastic containers, which showed a substantial increase of 15% and again reflects the expanding recycling infrastructure at a local level.

Environment Minister, Elliot Morley said: "Through working together effectively, the recycling sector is making it easier for the consumer to recycle more household waste more often. At a national level, Recycle Now has made a major contribution in communicating the endless possibilities of recycling and at a local level the improved services mean that it has never been easier for people to recycle as part of their daily routine."

To date, over 340 local authorities in England have signed up to support Recycle Now, which will help ensure that consistent campaign messages are delivered regionally to enable people to recycle easily. 33% of respondents recognise the new recycling logo, with many having seen it as part of local authority promotional material.

Recycle Now was led by a series of three TV ads that aimed to capture the public's imagination by focusing on the endless possibilities for recycling. Popular comedian and actor Eddie Izzard narrates the TV ads, which feature three of the most common items of household rubbish, namely metal cans (steel and aluminium), glass bottles and paper, being transformed into interesting new everyday items through recycling.

Importantly, research also shows that these messages are getting through to the consumer. 29% of respondents who had seen a recycling promotion said they were made aware that their household rubbish could be recycled into new items, with a further 26% understanding what happens to recycled cans.

The campaign has also seen a 3% fall in the number of people who say they do not recycle.

Jennie Price, Chief Executive of WRAP, added: "At the launch of Recycle Now, we set ourselves a target to achieve a 10% increase in the number of committed recyclers by the end of March 2006. It is really pleasing to find that within six months we are already half way to meeting our target."

For further information on the campaign visit www.recyclenow.com