Waste Awareness Wales launches hard-hitting ad campaign

17 Nov 2009

Waste Awareness Wales has launched its most hard-hitting advertising campaign which is set to air for the first time on Monday 16 November.

Created by Golley Slater Cardiff, the bilingual advertising campaign features small children who are trying to perform the basic tasks of recycling newspapers, cans, plastic and food waste, but are unable to do so without adult help.

As recycling targets and the effects of climate change continue to increase, the advertising campaign aims to show that by carrying on as a ‘throw away’ society, we are destroying our children’s future.

Owain Griffiths, head of Waste Awareness Wales, said: "Although Wales is on track to meet the target of 40% of all waste being recycled in 2010, there is a lot more work to be done to reduce the effects of climate change. While 98% of Welsh households receive a recycling collection, only 50% of householders currently take part and this is simply not enough.

"Local authorities across Wales are now rolling out measures such as food waste collection services which should encourage people to reduce and recycle more of their household waste, but these schemes only work if people take part. We really need to hit the message home that it is everyone’s responsibility to make sure we are not sending unnecessary waste to landfill.

 "Waste Awareness Wales’ previous advertising campaigns have been based around gentle encouragement, which have clearly worked as many Welsh householders have embraced recycling and rates have shot up over the last ten years. However, now is the time to adopt stronger and more hard-hitting messages to try and engage those who are not yet involved. We all need to accept that we all have a role to play in reducing waste and lessening the effects of climate change for the benefit of future generations."

Mr Griffiths goes on to explain that, as well as having a negative effect on the environment, failing to recycle will soon start to cost us money.

"The UK needs to meet strict European targets to divert increasing amounts of waste from landfill, and this can only be met by increasing our recycling rate.

"If Wales does not achieve its recycling targets, this will result in harsh financial penalties from Europe totaling as much as half a million pounds a day. As future public spending cuts seem inevitable, there will be no money to cover these costs so ultimately it will be the taxpayer who will have to pay."

Environment Minister Jane Davidson said:

"We have set an ambitious new target of 70% recycling for all household waste by 2025. To achieve this we all need to do our part. We can no longer simply bury waste in the land to rot. 

"It is simple - more recycling and less waste will make Wales greener and more sustainable. Waste makes up a significant part of our ecological footprint and to meet our aspirations to get Wales living within its resources, we must focus on eliminating waste.

"But if we are to create a truly comprehensive recycling society we have to take people with us. We must convince them that their actions and decisions are making a difference. Separating your waste at home is not a worthless task but one that has a real and positive impact on our world."

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