National TV campaign launched to encourage WEEE recycling


Recycle Your Electricals have launched its brand messenger HypnoCat into a fully animated TV advertising campaign to put an end to unwanted electricals becoming waste.

The latest HypnoCat appearance sees the Recycle Your Electricals campaign moving from a regional campaign using localised media to a nationwide TV advertising campaign. Creative advertising agency, Truant London, worked with Recycle Your Electricals to create the advert.

Recycling Your Electricals says its behaviour change campaign sets out to address the tonnes of Waste Electrical and Electronic Equipment (WEEE) people are throwing into their bins in the UK and encourage them to recycle them.

The new advert debuted on 22 March across ITV and multiple Sky channels, supported by radio (Absolute & Heart), social and VOD. Recycling Your Electricals says for an advert to inspire behaviour change it must motivate people to recycle their WEEE, highlight electricals people don’t even think of as electricals like toothbrushes and toys and give them a reason for recycling by showcasing what WEEE can be recycled into.

Recycling Your Electricals says 2023 sees a change in its strategy as it moves from successful regional campaigns using localised media across digital, radio and OOH, to a national campaign using TV as the primary medium.

We are throwing away some of the most precious materials on the planet when unwanted electricals get binned.

The latest spot was directed by Chris Boyle through Private Island, who created HypnoCat using 3D animation and music producers JOLT was selected to create a “hypnotic trance” track to carry the message of HypnoCat.

Scott Butler, Executive Director at Material Focus, leading the Recycle Your Electricals campaign, commented: “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 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.”

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