Achieving increased recycling levels is dependent on effectively reaching and engaging our target audience which in turn is reliant on our media fund.

Raising public awareness is particulary important as changes to the EU Waste Electrical and Electronic Equipment (WEEE) Directive mean that from 2016 the UK has to achieve substanially higher collection rates of meterial than it currently does.

The overall household of WEEE collection rate of 38.4% achieved last year also looks set to need to increase significantly in the face of potentially higher European WEEE recycling targets.

While there have been government-run campaigns to boost WEEE awareness, these have largely focused on non-TV advertising, and making promotional materials available to local authorities.

Through members' contributions we aim to build a media fund to run our TV campaign nationwide.

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