WRAP will launch a new recycling campaign on waste, with research showing 79 per cent of UK households still throw away items that could be recycled.

The new TV campaign, Rescue Me, Recycle, airs across Sky channels after WRAP secured £200,000 in advertising through Sky Media’s Sky Zero Footprint Fund. Produced with creative agency, Among Equals, the campaign tackles one of the biggest barriers to recycling: confidence in what and how to recycle. By personifying commonly binned household items, such as toilet roll tubes, perfume bottles and aerosols, the campaign gives them human traits, emotions and voices, inspiring people to care for them more and reframing recycling as an act of ‘rescue’.

Meg Jordan, creative strategy director at Among Equals, said: "Recycling has a confidence problem, not an awareness one. People know they should do it, 89 per cent already are. The 79 per cent who are still binning recyclables aren't ignorant, they're uncertain. Behavioural science tells us that empathy is one of the most powerful drivers of action, so rather than hit people with more information, we made them feel something. We took the items ending up in the wrong bin and gave them a personality, a platform, and an audience. Turns out, even toilet rolls have a story to tell."

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