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RWR's ad campaign which encourages residents to transform the way they think about rubbish.

London residents urged to switch on to recycling and save energy

3 May 2007

Residents in south and west London are being encouraged to save energy simply by recycling their household rubbish, as part of a new Recycle Western Riverside (RWR) advertising campaign that kicks off next week.

Sam Jarvis, RWR campaign manager, explains: "Many people may not realise that by recycling they can actually save energy and take action against climate change. Remarkably recycling just one drinks can saves enough energy to power a TV for three hours, as recycling aluminium uses only 5% of the energy it takes to make it from scratch. This motivational campaign aims to get everyone plugged into recycling to reduce their carbon footprint."

The ad campaign uses visually striking imagery to show people just how much energy they can save by recycling and will appear as posters in high streets and underground stations across the boroughs of Hammersmith & Fulham, Lambeth, Wandsworth and Kensington and Chelsea as well as full-page ads in local press.

The campaign will also highlight the other environmental benefits of recycling. For example, it can help save water and natural resources, cut pollution and CO2 emissions and prevent rubbish ending up in landfill.

Sam added: "Residents in south and west London have upped their recycling habits in the last few years, but there is a lot more to do. We hope this positive advertising campaign will show people that they have the power to transform their impact on the environment by making a long-term commitment to recycle."

Recycling an aluminium can uses only 5% of the energy it takes to make one from scratch.