Non-governmental organisation (NGO) WRAP has unveiled its new Rescue Me, Recycle campaign, which aims to bring circular living into homes across the country – especially as confidence about what can and cannot be recycled remains low.
The organisation's research shows that only 9 per cent of Brits feel "very confident" about what can be recycled, with most households missing two to three recyclable items on average. These stats are despite our strong intent to do good, with 89 per cent of us recycling regularly.
Rolly dreams of being chucked in the bin, where a disastrous destiny awaits him – discarded and purposeless. Cue the tissues (which are pulled from a cardboard box that just so happens to be Rolly's cousin, of course).
Watch the advert, which is currently airing across Sky channels, here:
View oEmbed on the source websiteProduced alongside the creative agency Among Equals, the ad supports the long-standing Recycle Now campaign that spans across social and digital channels, leading up to the annual Recycle Week taking place from Monday 14 to Sunday 20 September.
"If everyone recycles just one more item correctly, it'll create a positive impact."
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