Councils adopt NYC-style recycling campaign

Two London councils have launched a campaign aimed at influencing the nation's attitude to on-street recycling.

Westminster City Council and Camden London Borough Council have teamed up with the Department for Environment, Food and Rural Affairs (DEFRA) to trial a reward scheme aimed at encouraging more people to use recycling bins in the capital.

The councils said they were adopting a revolutionary nudge theory, which proved successful in New York City. They will promote a pro-recycling and an anti-litter message by offering prizes to people using their smart phones to scan a barcode placed beside recycling bins.

Westminster said the pilot scheme which it hopes will improve nationwide attitudes towards on-street recycling’ could save them £1m through reduced waste collection costs and increased recycling profits.

Cllr Ed Argar, cabinet member for city management and transport, said: ‘This council will never back away from its core responsibilities, but in financially straightened times it is right that we look for fresh thinking by adopting a more environmentally responsible and financially sustainable approach.