Environmental action group Wrap has received funding from Sky to deliver a 2026 advertising campaign to boost recycling across the UK
Environmental NGO Wrap has won funding from the Sky Zero Footprint Fund for a national advertising campaign on recycling in 2026.
The organisation is set to receive £200,000 in advertising spend, awarded under the Fund’s Catalyst Category, given to charities that are “driving behavioural change by unrelenting environmental commitment”.
David Wilson, director of communications at Wrap, commented: “We want to bring circular living into every boardroom and every home, and this funding gives us a huge platform to show people the difference their recycling has in helping to minimise the UK’s carbon footprint. Nearly 50 per cent of greenhouse gas emissions come from the products we buy and the food we eat. Recycling packaging and food waste stops tonnes of waste being buried or burnt and avoids between 10-15mn tonnes of emissions a year.”
The new advert picks up on where Wrap’s successful Rescue Me – Recycle campaign left off. That campaign had attempted to “flip the script” on recycling, turning it from a chore into a rescue mission, including petitioning the prime minister at Downing Street to help the UK to recycle more.
Wrap said the new campaign would address a core dilemma highlighted in its annual citizen recycling tracker – although 90 per cent of UK homes regularly recycle, 79 per cent bin one or more items that could be recycled.
“Advertising plays such an important role in inspiring changes to daily habits that will help us all on the journey to a low carbon world,” said Fiona Ball, group director of bigger picture and sustainability at Sky.
The Sky Zero Footprint Fund is a £2mn initiative aimed at supporting brands committed to “driving positive behavioural change and accelerating sustainable initiatives”.
“We had an incredible calibre of inspiring brands enter this year across the three categories,” she said, “and I can’t wait to see the final ads these six winners will produce.”
Wrap’s efforts to create Circular Living “for the benefit of climate, nature and people” include Love Food Hate Waste and Recycle Now, both of which help UK citizens to adopt more sustainable habits.
