FH is managing a nine-month drive called 'Recycle for London', urging residents to make the most of their recycling facilities.
It is targeting borough-specific titles and London-wide press and broadcast programmes.
'Londoners know they have to recycle more. The challenge is turning that into action on the doorstep,' said FH director Simon Burton.
FH will promote the doorstep recycling services provided by most London borough councils in three bursts of activity. The first comes at the end of June during National Recycle Week, followed by an advertising campaign in September. In the run-up to Christmas, FH will also urge residents to recycle present wrapping.
Around 78 per cent of Londoners have a recycling collection from their home.
FH won the brief after a six-way pitch.