The ‘Recycle Now' campaign counters public confusion and reassures people that recycling makes a difference, despite some recent negative press coverage. The drive has been created by WARL, the marketing communications group appointed last year as one of WRAP's key roster agencies.
The radio-led campaign, with press support, will run throughout England until the end of March. The 40-second radio commercial is produced in the style of the percussion musical ‘Stomp', with the background ‘music' slowly building as the voiceover explains how more and more English households have taken up the recycling message over the past 14 years.
The endline, "Recycling. Let's keep a good thing going", directly addresses the families and empty nesters who are already committed recyclers while also appealing to people who have not yet taken up the recycling message.
The accompanying press ads feature swirling patterns made from recycled materials such as cans and bottles, accompanied by statistics about the numbers of items recycled in England last year.
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