Week of recycling to sweep the nation
A £10million publicity campaign to encourage people to recycle 'more stuff, more often' will reach its peak on Monday, June 27 as organisations up and down the country get behind the BIG recycle.As part of WRAP's Recycle Now campaign, the week-long initiative will see recycling events taking place all over England, from councils offering to shred garden waste into chippings to fun games for children.
The serious message behind the cartoon packaging of the campaign is the importance of reducing household waste.
While industry has performed well over recent years with increasingly efficient use of materials and significant reduction in waste, domestic rubbish is still a growing problem.
The BIG recycle aims to tackle the issue by raising awareness of recycling among the public and trying to persuade people it is an easy way for individuals to do something positive for the environment.
It will try to let people know where and what they can recycler and encourage better habits in domestic waste management.
Olympic Champion Sir Matthew Pinsent is spearheading the campaign.
"I know from my own experience that it has never been easier to make recycling a part of your everday life," he said.
"That's what the BIG recycle is all about - letting people know how and where they can do it, wherever they live".
By Sam Bond