A TV campaign aiming to create awareness about recycling electronics is to be launched in the UK. Seven of the country’s biggest WEEE repocessors and producer compliance schemes are jointly funding the initiative alongside the Waste and Resource Action Programme (WRAP). The ads aim to boost the relatively low rates of recycling for electronic equipment, known as WEEE.
The project is being coordinated by contracts manager for Kent-based WEEE reporcessor SWEEEP, Justin Greenaway. Mr Greenaway said the industry-led campaign was necessary as the government is failing to take action to promote WEEE recycling. Items such as toasters, kettles and DVD players are filling up landfill sites and emitting harmful chemicals into the environment.
Other reprocessors helping to fund the idea are West Midlands-based Overton Recycling and W&S Recycling from Poole, Dorset. Producer compliance schemes involved include Wastepack/Electrolink, DHL, Valpak, Repic and ERP.
Mr Greenaway said that it is fundamental that UK households participate in WEEE recycling, adding that if people aren’t prompted, they won’t do anything. He went on to say that the industry felt they had to work together to reach consumers and achieve a common goal.
Each company involved has donated £4,000 to the project and the advert in on track to be aired in the run up to Christmas, when many people might be swapping their electronic products for something new.
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