A new text service has been launched today by the Mayor of London, Ken Livingstone, to make recycling even easier for Londoners.

The text service from Recycle for London is the first of its kind in the country and residents in the capital will be able to request details of when their recycling is collected or where their nearest recycling facilities are, all by texting RECYCLE and their full postcode to the number 63131. There is also a direct link in the text message to their local recycling helpline so residents in each London borough can order their recycling box or bag immediately if they have not yet got one.

The text service has been built by Incentivated Limited and integrates the Company’s online Mobile Marketing platform called ‘iris’ with the Recycle for London database of up to date recycling information across all the Greater London boroughs. The service is available across all the mobile networks and handles the vagaries of the recycling schemes in each borough, intelligently integrating into the text message the different materials collected as well as borough contact details.

The announcement comes at the start of a new advertising campaign by Recycle for London, where a series of adverts will be displayed on buses, tubes and posters across the capital from today to promote the new text service and encourage Londoners to recycle more.

Boroughs across the capital are rapidly extending their recycling services and frequency of collections and some Londoners may not be fully aware of all the recycling facilities available to them. In recent research 27 per cent of Londoners admitted to ICM Research that they were unsure about which day their recycling is collected. Recycle for London is urging Londoners to text 63131 to find out about the different materials which can be recycled and when they should be putting their recycling boxes and bags out.

Mayor of London, Ken Livingstone, said: “We’re getting much better at recycling more of our rubbish, particularly as services across the boroughs are improving. However, London households still produce enough rubbish to fill an Olympic sized swimming pool every hour, which is why the latest Recycle for London advertising campaign is introducing this pioneering new service to make it even easier to recycle. With so many of us relying on our mobiles, the new text service is a quick and easy way to make sure you’re putting the right things out for recycling, on the right day, or taking them to the right place.”

Jonathan Bass, Managing Director of Incentivated, said “Recycle for London, the Mayor of London and the London boroughs have shown again that they know how to interact with ordinary people by offering a choice of channels through which the general public can access services such as this one. Incentivated believes the ordinary person on the street should decide how they interact with organisations and it doesn’t matter which response medium comes out on top so long as there is a choice. That said, I know for a fact that total response will be increased by adding an SMS short code to posters and delivering a reply by text message. That should go some way to increasing the amount of recycling done, from the current figure of 13.2%.”

For more information on recycling in your area, text RECYCLE plus your full postcode to 63131 (texts cost 10p plus your normal network text charge), call 0845 3 313131 or visit www.recycleforlondon.com.

Published on: 12:00AM on 14th September 2005