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the Bridge Waste Aware

New recycling campaign by The Bridge for Waste Aware Scotland is a winner

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By The Drum Team, Editorial

September 30, 2009 | 2 min read

A new branding concept for a Scottish recycling campaign created by The Bridge has picked up an award from from the International Solid Waste Association.

The new campaign won a Communication Award for being an ‘exampler’ of how best to promote recycling to the public.

The campaign aims to increase recycling rates by making the practice easier for the public through clearly explaining the variety of products that can be recycled and how to do so. The move is viewed as a key part of helping achieve the wider vision of a Zero Waste Scotland.

Waste Aware Scotland says that this is the first campaign of its kind to gain the direct backing of major brands and retailers including: Heinz, Sainsburys, Irn Bru and the Scotsman and Herald newspapers - who’re all allowing their products to be used across promotional materials.

The campaign will use promotional materials with images of branded recyclable products such as milk cartons, cereal boxes, newspapers and catalogues, alongside images of the recycling container in which they should be placed. This is reinforced by the concise strap line: Everything here…can go in here.

Waste Aware Scotland’s brand has also been tailored to be make it easy to identify recyclable products.

the Bridge Waste Aware

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