The campaign has been developed by the Greater London Authority in partnership with London's boroughs, the national Rethink Rubbish campaign, the Association of London Government and the London Recycling Fund. A total of 拢24.9m is to be distributed, specifically to make recycling easier for all Londoners.
The , designed by Redhouse Lane, outlines what can be recycled and how simple the process is. Backed up by radio, poster and bus back advertising over an eight-week period, the aim is to get Londoners thinking about what else they can recycle.
According to Livingstone: "This campaign is essential to the future of all Londoners and it is important that they recycle more."
The London mayor was joined at the launch by the Minister for the Environment, Elliot Morley MP.
London currently lags behind the rest of the UK and most other European cities with a mere 9% of the 3.4m tonnes of rubbish produced each year being recycled.
Norton, who hosts 'V Graham Norton', and is backing the campaign said: "It is important that we all keep London as clean and pleasant as possible."
With enough rubbish produced every 10 days to fill Canary Wharf's tower, the campaign's primary target is "medium recyclers", Londoners who already recycle to some extent. This group consists of around 3m people of mixed age (24-45 and over 55).
More than half of all Londoners are unaware that a recycling service already covers 57% of homes in London. The lack of knowledge about what can be recycled also contributes to the tonne of rubbish generated by every London household each year.
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