Public Sector: Threepipe to launch 'reduce and reuse' drive

Defra has brought in Threepipe to create a PR campaign that encourages consumers to reduce and reuse as well as recycle.

Threepipe triumphed in a four-way pitch organised by the Central Office of Information (COI). This is Threepipe's first piece of government business since joining the COI framework last year.

Threepipe co-founder Jim Hawker said: 'It's going to be very busy around Christmas and there will be a lot of reduce and reuse messages in the market. We've had to be creative to get the cut-through.'

The agency will focus on the reduce element of the campaign in the run-up to Christmas. It will highlight responsible purchasing of presents and encourage people to include receipts when they give presents.

The reuse element will run in the new year and will include a nationwide roadshow to inform people that there could be value in the things they throw away.

The brief will be led by associate director David Robson, who joined Threepipe in October. The contract will run from October to next March, with a budget of £94,000.

Latest government figures reveal the UK sends more than half of its waste to landfill - 62 million tonnes a year in England alone. The aim is to reduce this figure by at least 50 per cent over the next ten years.

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