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Waste Awareness Wales brings back the magic with new adverts
3 Dec 2007
"Recycling one glass bottle could save enough energy to power a light bulb for almost an hour", "Reducing our food waste by half could have the same effect on CO2 emissions as taking thousands of cars off the road" – these are some of the powerful messages being delivered in a new campaign launched today (Monday, 3 December) by Waste Awareness Wales.
In a bid to illustrate the link between the role of reducing, reusing and recycling waste with helping tackle climate change, the new television adverts use ‘magic’ to illustrate the positive effect reducing, reusing and recycling has on our environment.
Featuring a girl with the power to control everyday objects, the adverts aim to highlight the value of waste by focusing on items that are often thrown away, but could be transformed into something useful.
This pan-Wales, bilingual media campaign is the fourth phase in the award-winning series by Waste Awareness Wales and continues to feature a Welsh child to deliver the "It’s our future. Please don’t throw it away" campaign strap-line.
Councillor Richard Parry Hughes, chairperson for Waste Awareness Wales, explains the decision taken by the organisation to make the link for the first time between recycling and climate change:
"A lot has been said over the last few years about the impact our throw-away culture will have on future generations. The last three adverting campaigns have focussed on the importance of reducing, reusing and recycling our waste and the need to use local recycling facilities. These messages continue to be a key focus in this latest campaign but they’re coupled, for the first time, with information about how our lifestyle impacts on climate change."
Jane Davidson, Minister for Environment, Sustainability and Housing, added:
"The aim of Waste Awareness Wales’s advertising campaigns has always been to deliver important messages to the Welsh public about the importance of recycling; they also encourage people to act on what they see. This latest campaign will ensure people across Wales understand the bigger picture, by educating viewers about the value of ‘waste’ and by explaining how we can all make a difference by taking positive action.
"By understanding the bigger picture all of us in
"I was pleased recently to see that
"This campaign will help to encourage people to recycle more, or perhaps start recycling, which will help us continue to hit future targets.
"I am also confident, from early indications from the first quarter of 2007-08, that