Celebrity impersonator Alistair McGowan officially launched 'the BIG recycle' on Monday (18 October), starting a week of advertising, TV and radio interviews, public relations and local recycling events.

The event follows last month's launch of the new 18-month-long national advertising campaign on recycling, developed by the Waste and Resources Action Programme (WRAP).

David Robottom, DMA Director responsible for environmental policy, commented, "Environmental issues play a key role in shaping the DMA's core policy areas so we are delighted to be able to support such a worthwhile initiative. Having signed an agreement with DEFRA in 2003 to increase the amount of direct mail being recycled, the DMA's involvement in 'the BIG recycle' is proof of the industry's ongoing commitment to it's environmental responsibilities."

The DMA already has a strong track record in environmental campaigns having launched its successful national awareness campaign with environment group, Planet Ark, in October 2003. This campaign aimed to encourage consumers to recycle their used or unwanted direct mail, highlight the difference between targeted direct mail and "junk" mail and raise awareness of the Mailing Preference Service (MPS) which allows consumers to stop up to 95 per cent of addressed direct mail.

The campaign was a huge success, reaching an audience of 38 million people and increasing awareness of the MPS from 35 per cent to 38 per cent. The DMA launched phase two of its environmental campaign in April this year, focusing on the need for the direct marketing industry to increase their use of suppression files to improve the targeting and quality of direct mail.

'the BIG recycle' is being jointly organised and funded by the leading materials recycling organisations Alcan, British Glass, Corus, PaperChain and Recoup and the leading producer responsibility scheme Valpak in partnership with WRAP, a major UK programme established to promote resource efficiency. 'the BIG recycle' organising team also includes international recycling organisation Planet Ark and international re-manufacturer Environmental Business Products.

For further information please contact:

Liz Bastone
DMA PR Manager
Tel: 020 7291 3315
Email: liz@dma.org.uk

OR

Michael Bennett or Joanna Simpson
Pelican Public Relations Ltd
Tel: 01457 820807
E-mail js@pelicanpr.co.uk