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Recycling campaign for London launched

March 13, 2009 at 2:56 pm

A huge new drive has just been launched in the nation’s capital. The aim? To encourage Londoners to take advantage of the improved recycling facilities now available to them.

The ‘Recycle for London’ campaign was launched in a rather unique way. Although part of the campaign involves standard forms of advertising, including television, radio and billboard advertisements, it also launched a new mobile phone game to push the message using a novel format.

The game represents a unique way of advertising to the modern market. It is quite basic in itself, as players simply have to try to starve a greedy bin by catching the recyclable materials rather than letting it eat them. So although it is not going to be winning any game awards, it is certainly going to help spread the message of recycling. It is also going alongside downloadable ringtones and wallpaper which the campaign hopes will spread the message even further.

The Mayor of London, Boris Johnson, who is also chair of the London Waste and Recycling Board, said that he is excited about how the campaign is “using innovative technologies to boost recycling”.

The timing of the new campaign couldn’t be better, hot on the heels of recent announcements concerning the fall in demand for recyclables. This has prompted the authorities to further encourage recycling, attempting to counteract people’s fear that their recycled material may just end up in landfill.

According to London.gov.uk (the official website for the Mayor of London, the London Assembly and the Greater London Authority) residents of London are able to recycle 60% of the rubbish they currently throw away, but at present they only recycle 20% of it. It is this poor statistic that has led to this further push to get people to take a greater interest in recycling.

If you would like to play the game you should text BIN to 62967, and it’s also available for iPhone users on iTunes.

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