WCRS lands London recycling campaign

WCRS has won a £1 million advertising brief from the Mayor of London to encourage Londoners to recycle more of their rubbish.

The new campaign will promote recycling services across the London boroughs and will urge London residents to "starve their bin" by using a recycling box or bag supplied by its council.

The campaign, which breaks later this year, will run across radio, digital and outdoor and on Tubes and buses.

Debbie Klein, the chief executive of WCRS, said: "This is an important campaign which talks to London about recycling in a fresh and accessible way, at a time when there is a lot of noise about environmental issues."

The advertising comes as part of a wider push to meet EU targets to reduce the amount of biodegradable rubbish that is being dumped into landfill sites.