Through Recycling Rewards for Schools, children and schools become ambassadors for the recycling cause and are rewarded for their efforts.Pupils ask people to promise to recycle by signing a ‘pledge’. Their pledge benefits their nominated school and pupil only if they honour their promise and recycle.In simple terms, recycling turns into rewards for children and their schools.The visual theme illustrates this proposition, in particular the photography of children interacting with cardboard and paper models of TVs etc. to demonstrate how recycled materials are turned into rewards for schools.

The graphic identity – prefect badge, school tie graphic, chalkboard typography, and photography – unifies the broad range of communications.

Calderdale Council regard Recycling Rewards for Schools as a success on several counts:The campaign takes a holistic approach to the promotion of recycling awareness, educating at both school and household level. Although the rewards are indirect, the emotional tie between householder and pupil/school, ensures that the promise is acted upon.

Funding is partially spent on materials that benefit the council’s own schools.Most importantly, recycling rates have increased to 20% (a 15% increase in tonnes recycled) and the campaign runs until September 2007.For the consumer:There is a meaningful and tangible reason to actively recycle now rather than later.