Recycle for London’s latest publicity campaign, which is funded by the London Waste and Recycling Board, is using a mobile phone game to spread the word.

It is the first time that such technology has been used for a public sector campaign.

Players will be challenged to starve their “evil bin” by catching recyclable materials in a green recycling box, scoring points for every item caught, and losing lives if the bin eats the items.

More than 60% of the rubbish thrown away in the capital can be recycled by the city is currently managing an average of just 20%.

“In London we throw away so much rubbish that could actually be recycled – it’s an important resource which is simply being chucked away,” London Mayor Boris Johnson said.

“I am very excited that the new Recycle for London campaign is using innovative technologies to boost recycling and my message is to starve your bins and recycle, recycle, recycle.”

Mr Johnson added that he is confident that the recycling market will recover, despite reports of the recent downturn in some parts of the market for recycled materials.

Councillor Daniel Moylan, from the London Waste and Recycling Board, said: “Along with reducing the amount of waste we send to landfill, driving up recycling is our top priority and we shouldn’t let a few scare stories in the media divert us from this important endeavour.”

For the first time, the campaign will now be advertised on television, alongside the radio and press adverts and the posters on public transport that most city-dwellers will already be familiar with.

Londoners can download the game by texting BIN to 62967. iPhone users can download the game from the Apple Store on iTunes. All users can forward the game to friends.

It will work on most internet-ready mobile phones. It does not work on BlackBerries.

Kate Martin

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