Industry body to encourage recycling

Wed, 19 Aug 2009 | By Camille Alarcon

The marketing communications agency has been tasked with creating a campaign to raise awareness of the potential quantity of mercury entering landfill when energy efficient bulbs are not recycled.

Activity will include a microsite, a viral film, a home user pack, poster ads and point of sale material.

Currently, less than 10% of UK households recycle energy efficient light bulbs, which are classed as hazardous waste due to the small amount of mercury they contain. Recolight is aiming to increase this figure to 60% by 2014.

The body is a not-for-profit producer-led compliance scheme specialising in the recycling of gas discharge lamps, in accordance with the Waste Electrical and Electronic Equipment Regulations.

Recolight was established by the UK lamp producers and offers specialist lamp recycling services, advice and support.

The Agency was appointed to the account following a pitch.