Recycle Now Campaign

The Recycle Now campaign is designed to increase the amount of household items recycled by tackling 3 of the 4 barriers to recycling; knowledge, motivation and behaviour. The campaign aims to contribute to meeting the national recycling targets with the overall behavioural goal of encouraging consumers to recycle more of the right things, every time from all around the home. Campaign delivery is multi-channel with a strong emphasis on digital channels and through support of partners by providing them with campaign resources that can be tailored for local campaign delivery. The objectives of the campaign are to: • Support the achievement of national recycling targets • Support the achievement of UK packaging recycling targets • Encourage households to recycle the right things every time from all around the home • Increase the number of effective recyclers

• Run quarterly multi- channel themed campaigns based on specific materials; plastics Sept-Nov, Paper and Card Dec – Feb and Metals and Glass March – May • Run a national Recycle Week each year • Encourage greater participation in food waste recycling through all year multi channels messages and supporting (funding and provision of communication resources) partners providing the services to deliver local campaigns • Maintain and increase usage of the Recycling Locator enabling consumers to find out what they can recycle where (see link) • Maintain and increase our consumer behaviour evidence base through an annual tracking survey and gathering consumer feedback • The recycling rate in the UK has increased two and half times since 2004 • There are now 1.5 million users of the recyclenow.com website • Month on month there are increasing numbers of recycling locator users, twitter followers and Facebook likes • 90% of councils are using the Recycle Now Resource Library to access and use our communications materials (see link) • High brand recognition and the logo is used by on the pack labelling scheme, numerous partners and sister campaigns, Recycle for Wales, Recycle for Scotland and Recycle for London.