Brands sign up to London recycle push

A &£1.5m advertising campaign to encourage recycling in London has been launched with the backing of more than 30 household brands, including Aquafresh, Gillette, Heinz, Orangina, Red Bull, Ribena and Sure.

In total, 35 brands have lent their support to the ads. The Recycle for London campaign, created by Team Saatchi, breaks this week and will run for eight weeks.

In the posters, the brands’ names have been removed from their packaging and replaced with messages encouraging Londoners to recycle more. The brand logos will spell out a call to action for London to recycle more. The posters will appear on buses and at bus stops and London Underground sites across the capital, and follow on from a recycling campaign last year.

The executions coincide with and promote the launch of a text service designed to make recycling even easier.

Residents can request details of what materials can be recycled, where their nearest recycling facilities are and collection dates by texting the world “recycle” and their postcode to a special number. The SMS service has been developed by Incentivated Limited.

Recycle for London was launched in 2003 and is part of the Greater London Authority.