Scotland has launched a new zero waste campaign and unveiled a report of the country’s current recycling record all in one day. This underlines their hardline approach to waste management going forward.

The report showed that recycling levels are high for items such as newspapers and glass, but that there is much room for improvement in other areas. The average Scottish household throws away 260kg of recyclable material each year. The Zero Waste recycling campaign will work in partnership with local authorities and grocers to educate the public on how they can do their bit in their local area in the form of nation-wide road shows. Television, radio and outdoor adverts will be seen across Scotland for up to six weeks. A 10 foot blue elephant, taken from the advertising creative, will also tour iconic locations across Scotland to remind people to recycle more items, more often. It will also appear at various supermarkets across Scotland.

Peter Hunt, managing director of WasteCare says:

“The Scottish government has taken a hard line on this, and it is proving extremely successful. I hope the future government here can learn from their excellent example.”