Sky TV backs campaign urging Brits to "rescue" waste as recycling confusion grows

Could the dreams of detritus encourage you to recycle properly? Well, that's the hope of a new TV campaign backed by Sky.

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.

If you've ever thrown something in the bin and wondered if it could have been recycled, you're not alone.

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.

Enter Rolly, here to solve the country's recycling confidence crisis. He's the star of the campaign's new advert and just so happens to be a toilet roll tube. That's right, this cylindrical core has gained consciousness – and he's not feeling too good.

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).

That's until a glowing hand retrieves him from the heap and he is reborn as a humble egg container. Hoorah!

Watch the advert, which is currently airing across Sky channels, here:

WRAP secured £200,00 in advertising through Sky Media's Sky Zero Footprint Fund. Rescue Me, Recycle is just one initiative backed by the wider £2 million trust, which uses media value to help organisations drive environmental change.

Produced 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.

Speaking of the latest advert, WRAP's communications director David Wilson shared: "We hope to remind people everywhere that they can play a part in using our precious resources more sustainably.

"If everyone recycles just one more item correctly, it'll create a positive impact."

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