Weee connect, a WEEE industry partnership, has put forward over £53,000 to fund the production of a 30-second advert designed to raise householder awareness of the need to recycle waste electronics.
The advert will be aired for the first time on 26 December 2011 and will be shown on key TV stations including: Really, Yesterday, Blighty and Home. It will be viewed by approximately 34.8 million adults over a four week period and it is expected to have a significant and positive impact on householders’ attitudes towards WEEE recycling simply by making them more aware of what they can do to recycle old items.
Weee connect is also encouraging local authorities, brand owners, community groups and other types of organisation to support the campaign and to get involved by asking them to carry out local campaigns to coincide with the launch of the advert. An easy to use campaign pack has been put together for organisations that wish to take part, which is available to download from the local authorities section of www.recycle-more.co.uk
Business Minster Mark Prisk said:
"After Christmas we often throw out old electronic devices, which have been superseded by new gifts. But this year, don't throw away your old MP3 player or power drill. Recycle it. It's safer, helps protect our environment and helps support green firms and jobs.
"I'm pleased that the industry is leading from the front in encouraging the public to recycle their unwanted electricals. This is exactly the sort of approach we need if we are to meet our recycling targets without heavy handed Government intervention. I want as many businesses, local authorities and ordinary members of the public as possible to get behind this campaign."
David Adams, Director, Econo-Weee, said:
“Econo-Weee was an early contributor to this excellent campaign. It is up to all of us to increase public awareness of recycling electronics, reducing the amount of items unnecessarily sent to landfill, and improving the environment we live in.”
Nigel Harvey, Recolight CEO, said:
“The recast of the WEEE directive will bring challenging new collection targets. The TV advert is an imaginative way for the UK to work towards those targets, and Recolight is delighted to be a partner”.
Vikkie Fitzgerald, Project Manager, Recycle with Clarity, said:
“Recycle with Clarity was delighted to be given the opportunity to part-fund this important advert. It is a perfect fit with our existing business - the recycling of household electronics, and we are sure the public will respond well to this message at Christmas time.”
Justin Greenaway, Contracts Manager, SWEEEP Kuusakoski, said:
“It is very satisfying to see the culmination of the TV advert being so successful. The advert will be shown in excess of 800 times during the 3 week festive campaign, fully funded by a staggering 61 different industry colleagues – this is a European first and a credit to our proactive forward thinking recycling industry here in the UK.”
Duncan Simpson, Director of Sales & Marketing, Valpak, said:
“Valpak is delighted to be part of Weee connect and to help support and fund this fantastic WEEE recycling initiative. We believe that the TV advert will make more people aware of the legitimate recycling routes that are available for their waste electrical and electronic items and we hope that it will help cause people to think twice before potentially binning an old electrical item and recycle it instead."
If your organisation is interested in joining the Weee connect partnership, please contact Justin Greenaway at: email@example.com or call 01795 434 125.