WRAP launches reuse communications campaign

Organisations are to receive tools to help them unlock the financial benefits of reuse through the launch of free communications materials by the Waste & Resources Action Programme (WRAP).

The material, including posters, leaflets and web banners will be available for local authorities and reuse organisations collecting from homes. The campaign is aimed at increasing the reuse levels of bulky items such as Electrical and Electronic Equipment Waste (WEEE), furniture and textiles.

WRAP head of collections and quality Linda Crichton said that people were becoming more aware of the financial opportunities around increasing levels of reuse.

“WRAP estimates that almost a quarter of electrical items taken by householders to household waste and recycling centres across the UK have a re-use value of over £200m. This is on top of the benefit of avoided landfill tax charges,” she said.

“As a result, we know that re-use organisations, recyclers and local authorities are looking to tap in to those economic opportunities by increasing the amount of re-usable items they collect. This can be achieved with the help of communications,” Crichton added.

“The free communications materials that WRAP has published today have been thoroughly tested with householders in ‘real life’ trials, and are now proven to make an impact and change behaviour.”

All projects which run in areas such as Leeds, Oxford and the London Borough of Bexley include a leaflet drop to all households in the target area. While other communications include press releases, roadshows, posters, banners, online and social media activity.

Revive Leeds director and a partner in one of the trials Frances Jones said: “The footfall and sales at our reuse shop on the council’s Household Waste site have increased over 100% in comparison with the same months last year.

“This, of course, means that we are diverting a much larger tonnage and making a real contribution to the council’s reuse and recycling targets. We are pleased to have been part of the pilot and we recommend other groups now use the templates that have been developed.”

Conor McGlone

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