Electronic waste recycling advert inspires local authorities
67 local authorities from across the country have expressed an interest in running a TV ad campaign that advocates electronic waste recycling in the lead up to Christmas.
The 30-second advert, which was developed by Weee connect as part of a Waste Electrical and Electronic Equipment (WEEE) industry partnership, aims to raise householders awareness of the need to recycle waste electronics.
It is set to be aired for the first time on December 26 and will be shown on TV stations, including Really, Yesterday, Blighty and Home, where Weee connect estimates it will be viewed by 34.8m adults over a four week period.
More than £53,000 of funding was put forward for the production of the video by Weee connect, which it anticipates making a "significant and positive impact" on consumers' attitudes towards WEEE recycling.
Commenting on the campaign, business minister Mark Prisk said: "After Christmas we often throw out old electronic devices, which have been superseded by new gifts. But this year, don't throw away your old MP3 player or power drill. Recycle it. It's safer, helps protect our environment and helps support green firms and jobs.
"I'm pleased that the industry is leading from the front in encouraging the public to recycle their unwanted electricals. This is exactly the sort of approach we need if we are to meet our recycling targets without heavy handed Government intervention. I want as many businesses, local authorities and ordinary members of the public as possible to get behind this campaign."
Compliance scheme Econo-Weee, which contributed to the campaign, director David Adams, said: "It is up to all of us to increase public awareness of recycling electronics, reducing the amount of items unnecessarily sent to landfill, and improving the environment we live in."
A campaign pack has been put together for organisations that want to take part and can be downloaded here.