Metro has launched a campaign to encourage readers to recycle their copies of the free newspaper.
The publication, which celebrates its tenth anniversary this year, has also worked with Southeastern and Southern train operating companies to install recycling facilities at Ashford International and Brighton stations.
The campaign, created by Vallance Carruthers Coleman Priest, shows a copy of Metro left on the seat of a train, Tube or bus and featuring headlines such as “Horror – woman abandons Metro on train” and “Deserted – Metro found abandoned on bus”.
Each ad features the copyline “Leaving your Metro behind is littering. Please take it away and recycle it”. The message is designed to alert readers that leaving the newspaper on public transport is not acceptable.
The issue of the waste created by free newspapers, such as Metro’s sister title London Lite and News International’s thelondonpaper, has proved contentious with Westminster Council, which has been particularly vocal in demanding a co-operative solution in the past. In October 2008 Metro, in partnership with London Underground, launched a six-month trial recycling scheme with bins in six Tube stations.
Metro is expecting to see a double-digital decline in advertising revenues for the first quarter of this year due to the impact of the recession.