The drive - which began in October 2002 - will now focus on social groups less likely to recycle, such as young men, and ‘low performing' parts of Devon.
Senior waste management officer Liz Poulter, who oversees the contract, said: ‘We have exceeded government targets and our research shows many people are aware of our campaign, but we wanted to better engage residents and visitors.'
She added that the new three-year brief will involve the communication of more complex messages around waste reduction.
‘Devon is very beautiful so we are lucky because residents and visitors value the landscape and are more primed to receive our messages. Previous campaigns have had an 80 per cent recognition rate,' Poulter said.
The incumbent agency on the account - which spans PR and advertising - is RH Advertising.
For more information go to recycledevon.gov.
