The Government has appointed Team Saatchi to an advertising account estimated to be worth &£2m. It will promote a new strategy on prevention and recycling of waste, following a competitive pitch. The Government initiative is called WRAP (waste and resources action programme).
The advertising agency was appointed by the Department of Environment Food and Rural Affairs (Defra) to raise the profile of WRAP. The initiative has a total budget of about &£40m and will attempt to convert people to using recycled materials and set up various projects to aid sustainable development.
The brief for the agency will be to launch a campaign that will engage the public by raising awareness of the need to reduce waste and recycle more. The campaign will include television and press and is due to be rolled out nationally in September. Media planning and buying will be through Mediaedge:CIA Manchester.
WRAP recently announced that it is trying to convert 155,000 families to using reusable nappies by 2006. Defra will be working closely with healthcare professionals to raise awareness of the choice and benefits of “real nappies.”
The Government has already started delivering compost bins to households around the UK as part of its waste minimisation programme.