A year after opening the UK's only dedicated beverage carton recycling plant, the Alliance for Beverage Cartons and the Environment (ACE) UK today has launched a new campaign to increase carton recycling across the UK and drive greater tonnages to the UK facility.
Branded ‘re:cartons', the campaign is designed to increase the effectiveness of ACE UK's communications with local authorities through a clear and simple message and call to action. The new identity has two elements: firstly the name - re:cartons - which puts an immediate focus on talking about beverage cartons. Secondly the strapline ‘Let's recycle more' which provides a simple and clear call to action for increasing all recycling.
The new consumer-friendly campaign identity is also ideal for authorities to use directly with local residents to engage with them about carton recycling.
Over the last eight years ACE UK - which represents the leading beverage carton manufacturers Tetra Pak, Elopak and SIG Combibloc - has been working closely with local authorities and waste management companies across the UK to increase beverage carton recycling. (Currently 57% of UK Local Authorities collect cartons for recycling at kerbside, up from just 4% in 2006.)
Last year ACE UK removed the final barrier to carton recycling for local authorities when it opened the UK's only dedicated carton recycling facility. The new plant represents a huge opportunity to increase kerbside collection and carton recycling rates in the UK. However there are still many local authorities and waste management companies which don't collect cartons at kerbside or don't send their cartons to be recycled at the UK facility. The re:cartons campaign, launched today, is a call to action to these organisations and represents the next stage of ACE UK's strategy to drive increases in carton recycling.
Commenting on the campaign launch Fay Dashper, senior recycling manager for ACE UK said: "Working closely with local authorities and waste management companies, we have achieved significant progress in increasing carton recycling in the UK over the last eight years, but there is still much to do.
"We decided to create a clear, easy to understand identity that everyone could immediately associate with beverage carton recycling as a platform to promote carton recycling across the country. Through this new identity we hope to increase the appeal and impact of our communications and improve understanding among our key audiences."
The new identity provides an umbrella for ACE UK's recycling communications and the bespoke support and advice that it offers to local authorities and waste management companies through its dedicated recycling team.
Using the new identity the team has developed a re:cartons toolkit which local authorities can access to help them engage with local residents on beverage carton recycling. The kit includes:
- Downloadable communications resources including factsheets, posters, case studies, photographs and videos designed to educate, inform and engage people in beverage carton recycling
- Free promotional giveaways (fridge magnets, pencils, stickers, notepads, card wallets, trolley coins etc.)
- An interactive map of the UK showing the beverage carton recycling services available in each local authority area, highlighting local authorities which have already signed-up to recycle cartons at the UK recycling facility
The toolkit elements are available to download from the ACE UK website www.ace-uk.co.uk/recycling/local-authorities/local-authority-toolkit.
To find out more about the re:cartons campaign contact the ACE UK recycling team on 01606 530 320, firstname.lastname@example.org.