The campaign - branded Recycle Now - is believed to be the biggest ever run in Britain and will feature Olympic rowing gold medallist Matthew Pinsent, with voiceovers from comedian Eddie Izzard.
The UK currently recycles just greater than 14 percent of its household waste, with the government hoping that figure will reach 17 percent by the end of this year. However, it admits there are "tough challenges" to be met if the target of recycling or composting a quarter of all household waste is met by 2005/06.
Announcing his support for the campaign, Environment Minister Elliot Morley said: "We need to reduce the amount of waste we generate. It is time to stop thinking of waste as rubbish. So much of the waste we generate could be reused, recycled and transformed from a problem into an asset."
"I firmly support this exciting new campaign which will help to raise public awareness about recycling. By taking part in recycling schemes we can all contribute to reducing waste, cutting the cost of waste management and securing environmental benefits for all."
Currently, the most common recycling method is composting of garden and kitchen waste (32 percent of all materials recycled) with paper and cardboard at 30 percent, and glass at 13 percent.
The government is particularly keen on encouraging people to use curb side recycling schemes, which it estimates cover about 67 percent of households.
The not-for-profit organisation Waste Resources Action Programme (WRAP) will be running the campaign, with a total of 30 million pounds in government funding. Aside from the television advertising, money has been allocated to supporting recycling campaigns by local authorities. - politics.co.uk
No more results found. The UK currently recycles just greater than 14 percent of its household waste, with the government hoping that figure will reach 17 percent by the end of this year. However, it admits there are "tough challenges" to be met if the target of recycling or composting a quarter of all household waste is met by 2005/06.
Announcing his support for the campaign, Environment Minister Elliot Morley said: "We need to reduce the amount of waste we generate. It is time to stop thinking of waste as rubbish. So much of the waste we generate could be reused, recycled and transformed from a problem into an asset."
"I firmly support this exciting new campaign which will help to raise public awareness about recycling. By taking part in recycling schemes we can all contribute to reducing waste, cutting the cost of waste management and securing environmental benefits for all."
Currently, the most common recycling method is composting of garden and kitchen waste (32 percent of all materials recycled) with paper and cardboard at 30 percent, and glass at 13 percent.
The government is particularly keen on encouraging people to use curb side recycling schemes, which it estimates cover about 67 percent of households.
The not-for-profit organisation Waste Resources Action Programme (WRAP) will be running the campaign, with a total of 30 million pounds in government funding. Aside from the television advertising, money has been allocated to supporting recycling campaigns by local authorities. - politics.co.uk