London boroughs in waste quest

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.