A 30-second television advert to encourage people to recycle WEEE will first air on 26 December.
Funded by WEEE Connect, a WEEE industry partnership, the advert will be shown on TV stations including Really, Yesterday, Blighty and Home.
WEEE Connect has raised £53,000 to fund the advert that will be viewed by approximately 34.8 million adults over a four week period.
Business Minister Mark Prisk said: “After Christmas we often throw out old electrical devices, which have been superseded by new gifts. But this year, don’t throw away your old MP3 player or power drill. Recycle it. It’s safer, helps protect our environment and helps support green firms and jobs.
“I’m pleased that the industry is leading from the front in encouraging the public to recycle their unwanted electricals. This is exactly the sort of approach we need if we are to meet our recycling targets without heavy handed Government intervention. I want as many businesses, local authorities and ordinary members of the public as possible to get behind this campaign.”
SWEEEP Kuusakoski contracts manager Justin Greenaway added: “It is very satisfying to see the culmination of the TV advert being so successful. The advert will be shown in excess of 800 times during the three week festive campaign, fully funded by a staggering 61 different industry colleagues – this is a European first and a credit to our proactive forward thinking recycling industry here in the UK.”