Embargoed for publication until 00.01am Monday 21st September
It’s time to put “recycling’s most wanted” where they belong • Kensington and Chelsea Council partners with innocent drinks and environmental charity Hubbub to create juicy new recycling communications.
• Residents asked to help catch “recycling’s most wanted” to boost recycling rates in a London first.
• Campaign aims to improve the recycling rate in one of the most difficult boroughs to capture recycling in London.
A playful new campaign will help West London residents recycle more and better as Kensington and Chelsea Council teams up with Kensington-based innocent drinks and environmental charity Hubbub this Recycle Week 1 (21-27th September 2020). As people spend more time at home, we’re generating more waste than ever before, including an average of 128 pieces of plastic per household2. This creates a particular problem in densely populated boroughs, such as Kensington and Chelsea. Over the last 3 years, K&C has achieved an overall increase in its recycling rate of just under 3% (2.9%). Now standing at 28.6% 3, this is ahead of most other boroughs with similar housing composition, but there is still room to do even better. Polling4 shows that 1 in 3 Londoners find recycling information difficult to understand, with less than half (45%) saying they’re confident about what can be recycled and more than half (51%) agreeing that clearer information would encourage them to recycle more. From this week, residents of the borough will see messages on posters, recycling bags andleaflets, digital displays and recycling trucks asking them to help catch “recycling’s most wanted”. These include items such as drinks cans, yogurt pots and bathroom plastics that belong in the recycling, but sometimes manage to escape.