WRAP launches new Recycle Now campaign to fight plastic waste

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A focus on recycling plastic is being launched by WRAP’s Recycle Now campaign.

Its Plastic Planet programme will include hard-hitting digital images and message aimed at encouraging consumers to recycle more and prevent plastic waste from damaging the environment.

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The organisation was recently invited by Environment Secretary Michael Gove to lead on developing a plan for plastics to prevent environmental damage from waste.

WRAP director Peter Maddox said: “WRAP is meeting the plastic challenge head on, addressing its use across the whole industry, as well as in the homes of citizens, to create sustainable solutions. It’s great to see so much momentum behind the fight against plastic waste from the public. Recycle Now is taking the challenge to them, capturing citizen’s attention while the issue is very much in the spotlight.”

The campaign launch follows the unveiling of WRAP’s ambitious new collaborative plastics initiative, which was announced as part of the Government’s 25 Year Environment Plan and will be officially launched in the Spring.

An important part of the initiative is to help people change how they use and dispose of plastic packaging.

Peter Maddox added: “The new plastics initiative will ignite conversation and action across the industry to create a circular plastic system that works. We are exploring how we can further engage consumers with plastics as part of this, and are keen to use that campaign to explain the value of packaging as well as how to recycle it.”

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