Encouraging people to recycle their electronics

Old electronics present a huge problem to those in charge of managing waste. It is important that this waste is disposed of effectively and as sustainably as possible. However this can only be done if those disposing of the waste are willing and able to do so

According to the Health and Safety Executive, an estimated 2 million tonnes of WEEE items are discarded by householders and companies in the UK every year.

Generally, WEEE refers to most products that have a plug or battery, electrical or electronic goods that are being thrown away. It is one of the fastest growing waste streams, with many products facing high turnover as technology improves every year and new technology is released.

Recycling these products is important to save natural resources, reduce carbon emissions and reduce mining for primary materials.

In order for these products to be disposed of sustainably, people need to be encouraged to do so.

A nationwide TV advertising campaign was launched early this year by Material Focus, a not-for-profit organisation funded by the WEEE compliance fee.

EThe Recycle Your Electricals campaign featuring a pink cat and a catchy tune aims to reduce the 155,000 tonnes of small electricals that are discarded every year.

It is hoped that the campaign will raise awareness of waste that people don’t see as electrical such as toys and toothbrushes. The advert points out that anything with a plug, battery or cable can be recycled and also shows what things can be recycled into.

Scott Butler, executive director at Material Focus said: “We are throwing away some of the most precious materials on the planet when unwanted electricals get binned. And this has to stop, now.

“We want everyone to know that they should never bin and should always recycle their electricals. Love or loathe him, HypnoCat is broadcasting on UK radio and TV screens with a mission to stop people in their tracks and to compel them to start recycling. He is bright pink, proud, loud and mesmerising. My kids and even Wally the dog have already been seduced by HypnoCat. For me he is the purrfect ambassador for our campaign. I challenge you to watch him and not end up reciting the whole thing for days after.” L