McGowan is officially launching "the BIG recycle" today, kick-starting a week of advertising, TV and radio interviews and local recycling events developed by the Waste and Resources Action Programme. The DMA will become an official supporter of "the BIG recycle".
David Robottom, DMA director responsible for environmental policy, said: "Environmental issues play a key role in shaping the DMA's core policy areas so we are delighted to be able to support such a worthwhile initiative. Having signed an agreement with Defra in 2003 to increase the amount of direct mail being recycled, the DMA's involvement in 'the BIG recycle' is proof of the industry's ongoing commitment to its environmental responsibilities."
The DMA already has a strong track record in environmental campaigns, having launched its successful national awareness campaign with environment group, Planet Ark, in October 2003.
This campaign aimed to encourage consumers to recycle their used or unwanted direct mail, highlight the difference between targeted direct mail and "junk" mail and raise awareness of the Mailing Preference Service, which allows consumers to stop up to 95% of addressed direct mail.
The campaign was a huge success, reaching an audience of 38m people and increasing awareness of the MPS from 35% to 38%. The DMA launched phase two of its environmental campaign in April this year, focusing on the need for the direct marketing industry to increase its use of suppression files to improve the targeting and quality of direct mail.
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