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WEEE recycling advert to be screened at Christmas
August 05, 2011
A television advertisement which promotes WEEE recycling is to be screened this Christmas after £28,300 was raised towards the costs.
The advertisement is being organised by an alliance of WEEE producer compliance schemes and recyclers. The alliance has raised the money from its member companies involved in the management of waste electrical and electronic equipment (WEEE).
Financial support for the advertising campaign has risen since the launch of a ‘WEEE Connect’ website last week - www.weeeconnect.co.uk - which was set up by the alliance to encourage contributions from all sectors of the WEEE recycling industry that stand to benefit from the advert being screened.
The £28,300 will buy advertising slots which will be seen by eight million people. But, the alliance wants to increase this sum to at least £32,000 which it estimates will enable it to spread the WEEE message to nine million people. In particular, it is keen to secure contributions from Approved Authorised Treatment Facilities (AATFs).
The alliance will buy advertising space on Channel 4, Channel 5 and some Sky channels two weeks before and two weeks after Christmas.
WRAP - the Waste and Resources Action Programme - will be helping councils promote their WEEE recycling services to coincide with the screening.
The consortium of companies behind the WEEE recycling advert was formed a year ago to address what was perceived a lack of awareness of WEEE recycling in the absence of any government promotional campaign. The nine original members were reprocessors Overton Recycling, SWEEEP Kuusakoski , W&S Recycling and Centillion alongside compliance schemes DHL Envirosolutions, Electrolink, ERP UK, REPIC and Valpak.
These companies each paid £4,000 each to pay for the development of the advert which was unveiled in March 2011 .
Alongside the nine members, companies which have since contributed to the cost of broadcasting the advert are: Aylesford Metal Company; dataserv compliance; eco technology Ltd, Econo-Weee, H Ripley & Co, the Industry Council for Electronics Recycling (ICER); Newton Transport Ltd; Veolia ES; WEEEaway; UK Container Maintenance; EMR: Sunersol; and Sun Recycling.
Duncan Simpson, Valpak’s Director of Sales & Marketing, said:
“Valpak are pleased to be involved in this fantastic WEEE recycling advertising initiative. We’re keen to ensure that more householders are aware that there is now an established recycling route for their waste electrical and electronic items."
“We hope that this campaign will help people to realise that they do not need to throw these items away for disposal to landfill, and that they can easily and conveniently drop these items off for recycling. We think that this initiative will help householders to realise that once their electronic items are safely dropped off at licensed recycling points, they will be collected, treated and recycled correctly.”
