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Research indicates recycling message

is hitting home with Welsh consumers.
Latest research * carried out on behalf of Waste Awareness Wales
indicates that the recent 'recycle for Wales / ailgylchu dros Gymru'
television advertising campaign is helping the recycling message hit
home with consumers across Wales.

These findings further support last month's State of the Environment,
2008 bulletin issued by the Welsh Assembly Government which revealed
people in Wales are now recycling more.

76 % of respondents to the poll stated that they had seen advertising
promoting recycling on the television – more than double the awareness
of four years ago.

An increased overall response rate to this fourth wave of quantitative
research, of 23.2% compared with 19.1% in 2006 and just 14.7% four years
ago, also suggests a greater public engagement in recycling issues.

Commenting on the research results, Dr Tim Peppin, Spokesperson for
Waste Awareness Wales, said,

“Our annual quantitative research provides a useful indication of
levels of recycling awareness and behaviour across Wales. We're
delighted to see that our key messages are hitting home as double the
amount of people are now aware of recycling messages on television
compared with four years ago, as well as an increased number of people
choosing to take part in the survey.”

The research also revealed that over 53.1% of respondents now claim to
recycle more than half of their total household rubbish compared to
29.7% four years ago.

Dr Tim Peppin continued: “Despite the increase in recycling, around
1.8 million tonnes of municipal waste was collected by local authorities
in Wales during 2006/07. We need to make sure we keep up the momentum
created by our advertising campaign and local activities, in order to
achieve Wales' national recycling/composting target of 40% by

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