The above- and below-the-line consumer activity coincides with a campaign aimed at the DM industry and follows an agreement signed by the DMA and the government earlier this year (Marketing, August 7).
The consumer campaign has been created by integrated agency Archibald Ingall Stretton and is being run by the DMA in conjunction with the Australian Planet Ark Environmental Foundation and the Mail Preference Service (MPS).
Activity begins on October 7 with ads in the national press and online.
These will be supported with 310,000 postcards to be distributed in coffee shops and bars from October 15.
The campaign makes consumers aware of the industry and government's commitment to reducing wastage.
The messages behind the campaign are that consumers can conserve natural resources by recycling and that those who perceive direct mail as 'junk mail' can sign up to the MPS, allowing them to opt out of receiving direct mail.
Planet Ark co-founder and former tennis star Pat Cash and pop singer Dannii Minogue are fronting a multimedia PR campaign.
The initiative has also gained the backing of environmental minister Elliot Morley and London's mayor, Ken Livingstone, both of whom will be writing to all London boroughs to encourage their involvement.
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