Campaign re-branded as recycling rates soar in Western Riverside
29 September 2004
Recycle Western Riverside is the new name for a successful campaign in London. Formerly Rethink Rubbish Western Riverside, the campaign has embraced the new national Recycle Now identity and continues to build on its success to date, as shown in a recent Open University report Public Attitudes and Behaviour in Western Riverside.
In Wandsworth, 71% of residents claim to recycle frequently and the borough exceeded its statutory recycling target of 16% in 2003/04. In Hammersmith & Fulham, 68% of residents claim they are now recycling ‘a lot’ or ‘everything’. This is thanks to the launch of improved recycling services providing residents with a simple service to collect all materials in one orange sack.
Dramatic increases in recycling behaviour were instant - of those with access to the scheme, 82% now claim to use it; compared to 50% of people with other kerbside schemes. The service has subsequently been launched in Lambeth with similar results and Kensington & Chelsea are now working to promote the orange sack service within the Royal borough.
The campaign’s ongoing communications activities support the new services. A strong mix of community outreach, a school’s education programme, advertising, PR and events work in harmony to educate and encourage residents to recycle. As a result, knowledge of local recycling services has actually doubled in some areas between 2002 and 2003.
However, some resistance remains with 18% of people who have access to kerbside schemes not using them – despite 95% of people claiming to think recycling is worthwhile in principle. The campaign is working hard to close this gap in logic.
During summer 2004, doorsteppers visited 35,000 homes in low-performing areas to encourage residents to recycle. An interactive display designed by the Science Museum for the campaign is touring the region to explain the recycling process in a fun, engaging way.
The campaign’s new name, Recycle Western Riverside, will be launched during the Big Recycle (18 – 25 October) with exciting activities in shopping centres and tube stations encouraging residents to pledge to recycle under the theme ‘Thumbs up for recycling’.
During 2004/05 the campaign will research and run pilots to aid improved recycling services on housing estates and mansion blocks, further boosting recycling rates and providing recycling access to all residents. Thanks to all these initiatives, it is expected that the Western Riverside boroughs will go on to meet their recycling targets in 2005/06 and will continue to establish innovative communications campaigns driving recycling awareness and attitude rates higher.