Recycle Now, the national campaign managed by WRAP,  (22 February) unveiling a series of hard-hitting digital images and messages aimed at encouraging consumers to recycle more and prevent plastic waste from damaging the environment.

Called ‘Plastic Planet’ to demonstrate the sheer volume of plastic in the environment; Recycle Now will call upon consumers to close the ‘plastic gap’ which sees only 58% of plastic bottles currently recycled in the UK, despite 99% of local authorities collecting bottles at kerbside and increased public appetite to generally recycle more.

The move comes as part of WRAP’s overarching ambition to tackle the problem of plastic waste. Secretary of State for the Environment, Michael Gove, recently invited WRAP to lead on spearheading a cross-sector, holistic plan to transform the plastic system in the UK so we can reduce the environmental damage caused by plastic waste.

Peter Maddox, director at WRAP, 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 impassion citizens to 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.”

To find out more about the Recycle Now plastics campaign, visit: