Minister backs new ad campaign

Minister for Environment, Sustainability & Housing, Jane Davidson AM is pleased to launch the new Waste Awareness Wales national advertising campaign. Going live today, the campaign aims to empower people across Wales to take waste reduction, reuse and recycling to the next level.

Jane Davidson AM said:

"Local authorities, supported by a proactive Welsh public, are certainly making great head way in reducing levels of waste. Around one third of all municipal waste in Wales is now recycled*.  But collectively we MUST keep our foot firmly on the accelerator pedal if we are to achieve our national recycling target of 40% by 2010 and 70% by 2025."

This new campaign themed around a child’s fantasy journey on a ghost train, aims to demonstrate that the amount of waste that is thrown away is still scary despite the progress that has been made.  Focusing on composting food waste such as fruit and vegetable peelings, re-using furniture and recycling steel cans to make new trains, this advert is encouraging people to improve their waste performance and ensure that "scary" waste is turned into a resource for all. 

An eleven year old boy from Swansea, John William Carter, has the starring role in this advert which also illustrates the ease and benefits of composting, reuse and recycling in everyday life.   Using props created by award-winning model maker, Cod Steaks, the advert takes its inspiration from the ghoulish style of iconic film - Tim Burton’s Nightmare Before Christmas. 

Councillor Aled Roberts, chairperson for Waste Awareness Wales said:

"It’s great to see the Welsh public making full use of the local services available to reduce household rubbish, as recycling and composting rates rise for a fifth consecutive year.  But the average Welsh home still generates an additional 1.1 tonnes of residual waste each year.  That’s a national Welsh total of 1.4 million tonnes of residual waste - enough to fill around 160,000 waste collection vehicles, which put end to end would stretch 1,093 miles, from Holyhead to Cardiff and back almost three times.  So it’s clear we can still do a lot more."

The TV campaign will run until 31 March 2009, supplemented by a radio advertising campaign from 1 December 2008.  

* Source: WLGA Report on Performance of Local Services in Wales 2008 – October 2008