London boroughs in waste quest

A quartet of inner London boroughs is asking residents ‘Just when will you start recycling?’ – ahead of the possible closure of a major landfill site in Essex.

Lambeth, Wandsworth, Hammersmith & Fulham and Kensington and Chelsea have partnered Recycle Western Riverside. Their aim is to increase recycling and encourage the purchase of recycled products.
The move comes a year ahead of the mooted closure of the Essex site, which takes rubbish from the four boroughs. Recycle Western Riverside representative Jim Fielder said: 'The licence on the site  only runs until next year and it is not known if it will be renewed. It is this sense of urgency that we are trying to convey.'

He added that regardless of the waste site used by the boroughs, the cost of refuse management is increasing every year.

The campaign features outdoor advertising using images of iconic London landmarks buried in waste, local media relations and a series of in-field marketing events.

'We are sending teams to supermarkets and shopping centres to give out information,' said Fielder.

'The images in the advertising are quite hard and we wanted to accompany them with positive messages about what people can do.'

The consortium commissioned research by Mori last year into the recycling habits of residents in the four boroughs. It concluded that one in four residents is not recycling at all.

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus

Latest Articles

John Lewis to tell brand story with "tasteful" 150th anniversary celebrations

John Lewis to tell brand story with "tasteful" 150th anniversary celebrations

Department store John Lewis is to use its 150th anniversary this year to talk about its history, which "not enough people know about", according to director of communications Peter Cross.

Labour hires Obama election strategist David Axelrod to fight General Election

Labour hires Obama election strategist David Axelrod to fight General Election

The man who helped Barack Obama win the 2008 and 2012 US presidential elections is to work for Labour along with members of his team.

Sky adds Fever PR to its roster after splitting with Cake

Sky adds Fever PR to its roster after splitting with Cake

Pay-TV giant Sky has added Fever PR to its agency line-up for a wide-ranging brief covering products and services.

Max Clifford trial jury to continue deliberations after Easter break

Max Clifford trial jury to continue deliberations after Easter break

The jury in the trial of celebrity publicist Max Clifford has been sent home for Easter and will reconvene on Tuesday for further deliberations about its verdicts on 11 charges of indecent assault.

Home Office brings in Munro & Forster to campaign against FGM

Home Office brings in Munro & Forster to campaign against FGM

The Home Office has tasked Munro & Forster (M&F) with supporting its campaign to eradicate female genital mutilation (FGM) as part of a wider retained brief.