Environmental action NGO WRAP brings recycling to life with Sky Media backed TV campaign

WRAP, an environmental action non-governmental organisation (NGO), is launching a UK circular living focused TV campaign, Rescue Me, Recycle, airing across Sky channels from today.

WRAP’s latest research reveals that, while 89% of UK households regularly recycle, 79% admit to throwing away at least one item that could have been recycled, with the average household typically missing two to three items that could have been recycled. Confidence about what can and cannot be recycled also remains low, with just 9% of people feeling “very confident” about what can be recycled.

It has secured £200,000 in advertising through Sky Media’s Sky Zero Footprint Fund, which provides £2 million in media value to support organisations driving environmental change. WRAP is the winner of the Fund’s Catalyst Category, which was created to support charities and not-for-profits that deliver meaningful impact but often face barriers to scaling awareness.

Produced with creative agency, Among Equals, the Rescue Me, Recycle campaign tackles the issue of confidence in what and how to recycle. By personifying commonly binned household items, such as toilet roll tubes, perfume bottles and aerosols, the campaign gives them human traits, emotions and voices, with the aim of inspiring people to care for them more and reframing recycling as an act of ‘rescue’.

The TV advert brings one of these characters to life, showing the ‘dreams’ of a discarded toilet roll and the fate they face if they are not recycled. The campaign aims to connect with people who don’t care that much about this and inspire them to recycle more.

It supports the long running Recycle Now campaign that runs across social media and other digital channels and culminates in the annual Recycle Week - this year taking place from Monday 14th to Sunday 20th September - when additional Rescue Me characters bring to life other recyclable items commonly binned. It is supported by collaborations with government, councils, retailers and manufacturers.

David Wilson, Communications Director at WRAP, says: “We've just seen one of the largest reforms to recycling in England with Simpler Recycling, and this advert reminds people everywhere that they can play their part in using our precious resources more sustainably.”

“WRAP is on a mission to embed circular living into every board room and every home, and we are incredibly grateful to the Sky Zero Footprint Fund for giving us the opportunity to scale and help give even more recyclable items a second life. If everyone recycles just one more item correctly, it’ll create positive impact.”

Meg Jordan, Creative Strategy Director at Among Equals, says: "Recycling has a confidence problem, not an awareness one. People know they should do it - 89% already are. The 79% who are still binning recyclables aren't ignorant, they're uncertain.”

“Behavioural science tells us that empathy is one of the most powerful drivers of action - so rather than hit people with more information, we made them feel something. We took the items ending up in the wrong bin and gave them a personality, a platform, and an audience. The strength of the idea is in its simplicity. By giving recyclables a voice and a sense of humour, we put the items people forget about firmly in the foreground. Turns out, even toilet rolls have a story to tell." 

Fiona Ball, Group Director, Bigger Picture and Sustainability at Sky, says: “WRAP’s Rescue Me, Recycle campaign shows the power of creativity and data driven media to turn good intentions into real-world impact. Through the Sky Zero Footprint Fund, we’re proud to support advertising that makes more sustainable choices simpler, more engaging and accessible for households at scale.”

2026 RTIH Innovation Awards

Green retail will be a key focus area at the 2026 RTIH Innovation Awards.

The awards are now open for entries and celebrate global retail technology innovation in a fast moving omnichannel world.

Our winners will be revealed at the 2026 RTIH Innovation Awards Ceremony, taking place at The HAC in Central London on Wednesday, 4th November.

Check out our 2025 winners here.

Our 2025 hall of fame entrants were revealed during a sold out event which took place at The HAC on 16th October and consisted of a drinks reception, three course meal, and awards ceremony presided over by award winning comedian, actress and writer Tiff Stevenson.

In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “This is the awards’ fifth year as a physical event. We started off with just 30 people at the South Place Hotel not far from here, then moved to London Bridge Hotel, then The Barbican, and last year RIBA’s HQ in the West End.”

“But I’m conscious of the fact that, to quote the legend that is Taylor Swift, You’re only as hot as your last hit, baby. So, this year we’ve moved to our biggest venue yet, and also pulled in our largest number of entries to date and broken attendance records.”

He added: “This year’s submissions have without doubt been our best yet. To quote one of the judges: The examples of innovative developments across both traditional and digital retail spaces were truly remarkable.”

Congratulations to our winners, and a big thank you to our sponsors, judging panel, the legend that is Tiff Stevenson, and all those who attended our 2025 gathering.