WRAP in partnership with Defra has produced a Simpler Recycling Toolkit as a free resource to help support local authorities with communications as part of the implementation of Simpler Recycling.
From 31 March 2026, local authorities in England are required to collect a consistent set of recyclable materials to make recycling easier, reduce confusion and increase recycling rates. The core materials include:
- glass bottles and jars
- tins/cans, foil, aluminium food trays, aerosols, steel and aluminium jar and bottle lids
- plastic bottles, pots, tubs, trays and tubes (including non-black plastic plant pots)
- cartons for food, drink and other liquids
- paper and card
Local authorities must also provide a weekly food waste collection for all households, including flats and must provide a garden waste collection service to households that request it (charges may be applied). From 31 March 2027, plastic film packaging and plastic bags must also be collected for recycling.
How can the toolkit support local authorities with this transition?
The Simpler Recycling Toolkit provides editable, downloadable communication assets to help local authorities explain service improvements and changes clearly and consistently, enabling residents to recycle correctly and with confidence. Rather than creating brand new assets, local authorities can add their logos and change wording to support their communications to residents on their updated or new waste and recycling services.
Why is it important to communicate effectively?
Citizen communications are an integral part of any service change. It is necessary to ensure that information is communicated effectively to householders to help them understand how, why and when to participate in planned waste and recycling service changes and to encourage them to participate correctly.
Why is branding important?
The branding and design of communications is critical to make it appealing and interesting. The Simpler Recycling assets feature WRAP’s Recycle Now branding, which has high levels of public recognition throughout the UK and is in widespread use by around 90% of local authorities.
Messages are key to engage, inform and motivate householders to participate and the benefit of using WRAP’s templates is that the messaging is tried and tested - simple instructional messages, alongside clear imagery, incorporating the widely recognised material stream colours and icons.
What’s included in the toolkit?
Local authorities in England must comply with the requirements of Simpler Recycling. In some cases, this will involve adding one or more of the core materials to existing recycling collections without making any other service changes. For others, this may involve launching a new dry recycling service. The toolkit has dedicated sections that support the different Simpler Recycling requirements, including promoting a garden waste collection and making changes to residual waste.
The Toolkit provides you with:
- Template assets – all templates are editable and can be tailored to reflect your recycling service and include leaflets, bin tags, stickers, posters, signage, vehicle livery, and social media assets - for kerbside and flats/communals. The purpose of each asset is clearly outlined, highlighting key considerations and top tips to support the creation and delivery of your communications to maximise reach and impact.
- Supporting information pack - providing editable content such as web page copy, frequently asked questions, social media posts, a press release and a council newsletter/blog.
- Images of materials - individual images can be used to illustrate the recycling and waste collection schemes in your local council area. They are grouped by material and include - glass bottles and jars, metals, paper and card, plastic bags and wrapping and plastic bottles, pots, tubs, trays and tubes.
- Images of receptacles - images of collection receptacles including template bins, boxes and bags as editable files can be used to demonstrate the collection scheme in your area.
- Rescue Me – Recycle! - you can also incorporate the characters into the editable assets.
- Links to WRAP’s other Simpler Recycling communication resources – Household Food Waste Collections, Plastic Bags and Wrapping Collections and our wider resources Communications Guidance
Examples assets available below.
We delivered an in-depth webinar in October, taking local authorities step-by-step through the new Toolkit and assets showing how you can easily download, edit and tailor them to support your local requirements and campaign needs.
For any queries you can contact us at LA.Support@wrap.ngo
