Recycling campaign gets movie makeover

Sheffield council has turned to the cinematic strippers featured in the Sheffield-based film The Full Monty for inspiration in its latest recycling drive.

As part of the Let’s sort it Sheffield campaign, posters featuring a half-naked male dropping recyclable materials into one of the city’s blue recycling bins will be emblazoned across buses and trams in an attempt to encourage people to recycle more.

Dubbed The Full Monthly, the poster initiative will remind Sheffield residents that they can leave paper and card products in their blue recycling bins out for collection by the council once a month.

Over the last 18 months, the amount of waste recycled by local residents has trebled from 4% to 12.2%, and organiser Enventure says it hopes the cheeky campaign will sustain further increases.

Consultant for Enventure Rob Leong hoped the people of Sheffield would take notice of the serious message behind the light-hearted image.

“Research has shown that women are the most likely to start and continue recycling in the home, and that the most effective long-term recycling messages are localised, personalised and not hard-hitting in tone. We took all this into account when we created The Full Monthly,” he said.

The Onyx Environmental Trust awarded £162,000 to Sheffield’s recycling campaign using money from landfill tax credits (see related story).

General Manager for the trust, Margaret Cobbold, said: “This project is an excellent example of the Landfill Tax Credit Scheme benefiting both the local community and the environment.”

By Jane Kettle

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