Planet Ark

Dannii Minogue and Pat Cash have both lent their support to recycle-more and Planet Ark's new campaign to reduce the amount of direct mail waste ending up in Landfill. Other high-profile supporters include the UK's Environment Minister, Elliott Morley and the Mayor of London, Ken Livingstone.

UK companies sent around 210,000 tonnes of direct mail to consumers in 2002. A third of this went straight in the bin because it was not relevant or of no interest to the people who received it and was therefore considered "junk". Not only is that a waste of valuable resources, but also cost the industry in the region of £51 million. It is now time to do something about it.

This Planet Ark campaign, launched in connection with the Direct Marketing Association (DMA), is promoting the increase in collection and recycling of direct mail. It is also publicising the Mailing Preference Service (MPS), which allows consumers to register their wish not to receive direct mail.

Dannii Minogue has been actively encouraging consumers to make a choice as to whether they want to receive advertising mail or not. "Everyone has a choice about what comes in their letterbox, " she said. "And the Mailing Preference Service will allow people to do this."

To help influence long term economic and environmental sustainability for the direct mail industry, the DMA has also been working closely with the Department for the Environment, Food and Rural Affairs (DEFRA) to develop a Direct Mail and Promotions Producer Responsibility Scheme

Over 50 local authorities are supporting the campaign so far. If you are a local authority and would like to back the campaign by generating media coverage in your area, click here for a Local Authority template press release.

The campaign does not want to get rid of direct mail completely. Direct mail plays a vital role in marketing for charities and many other companies. It also provides a useful service for consumers in remote areas, those that find it difficult to get to shops and those with specialist interests. Instead, it aims to improve data so that the right people receive the right information and UK waste is reduced as a result.

To find out more about the campaign, log on to the Planet Ark website.