Sky TV backs campaign urging Brits to “rescue” waste as recycling confusion grows

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A new TV campaign, supported by Sky, wonders if imagining the life of trash could inspire people to recycle more effectively.

I recently learned about WRAP’s new campaign, “Rescue Me, Recycle,” and I think it’s a really smart move. Basically, they’re trying to help all of us recycle better at home. Let’s be honest, a lot of us are still confused about what actually gets recycled, and WRAP is tackling that head-on, hoping to make it easier for everyone to embrace a more circular lifestyle.

Many people often wonder if the items they throw away could actually be recycled, and that’s a common feeling.

Research from the organization reveals that only 9% of people in the UK are truly confident about what can be recycled. In fact, most households accidentally throw away around two or three items that could be recycled. This is surprising, considering that 89% of us regularly try to recycle.

Meet Rolly, the unlikely hero aiming to boost public trust in recycling. He’s the main character in a new ad – and he’s a toilet paper roll! This cardboard tube has magically come to life, and he’s worried about the state of recycling.

Rolly wishes someone would throw him away in the trash, imagining a terrible fate of being unwanted and useless. This thought is enough to make you reach for the tissues – conveniently stored in a box that’s actually related to Rolly!

But then, a radiant hand pulls him from the pile, and he’s unexpectedly reborn as a simple egg carton. What a surprise!

Watch the advert, which is currently airing across Sky channels, here:

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As a film buff who cares about the planet, I was really excited to hear that WRAP just landed £200,000 in advertising! It’s all thanks to Sky Media’s Sky Zero Footprint Fund, which is a fantastic initiative. Basically, Sky is using its advertising power – a total of £2 million across various projects – to help groups like WRAP make a real difference for the environment. Their ‘Rescue Me, Recycle’ campaign is one example of how this funding is being put to good use.

This ad was created with the agency Among Equals to support the ongoing Recycle Now campaign. It will appear on social media and other digital platforms as part of the build-up to Recycle Week, which runs from September 14th to 20th.

David Wilson, communications director at WRAP, explained that the new advert aims to encourage everyone to use resources more sustainably.

“If everyone recycles just one more item correctly, it’ll create a positive impact.”

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If you’re wondering what to watch, I always recommend checking out the TV and Streaming Guides on their website. And for even more great picks and honest reviews, you should definitely give The TopMob Podcast a listen – it’s become a real go-to for me!

Authors

Emily Smyth

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2026-04-15 15:34