The as-yet untitled campaign will officially launch on 15 November and involve TV, radio and print ads as well as PR, which is being handled by newly hired agency Golley Slater.
The agency’s priorities are to co-ordinate a national media launch for the campaign and encourage local authorities in Wales to handle local-level PR efforts.
Waste Awareness Wales is co-ordinated by the Welsh Local Government Association and Keep Wales Tidy, and is funded by the Welsh Assembly.
The Golley Slater team is headed by account director Amanda Bunn, who reports to Waste Awareness Wales waste awareness development officer Gwennan Davies. The campaign has a £1.5m budget over three years, with £130,000 allocated to PR.
In March, Welsh Assembly environment minister Sue Essex announced a raft of measures to encourage recycling, including £2.65m of funding for schemes such as composting drives.