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About Us

What we do/Who we work with

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What we do

As part of the Recycle Now brand, Wales Recycles is the national recycling campaign for citizens across Wales.

Supported and funded by Welsh Government and adopted by local councils and other partners across Wales, the campaign aims to inspire positive behaviour change and encourage citizens to recycle more things more often from all around the home.

The campaign is delivered by WRAP Cymru as part of a package of work aimed at increasing materials resource efficiency and delivering a circular economy in Wales.

Collaborative Change Programme

WRAP Cymru’s Collaborative Change Programme (CCP) for Wales offers strategic and technical support to help local councils develop and deliver detailed plans to achieve the outcomes of Welsh Government’s national waste strategy Beyond Recycling.

Working with local councils

As part of Recycle Now, our Wales Recycles campaign uses evidence-based communications and behaviour change interventions to encourage citizens to recycle more, working closely with local councils.

In September 2020, we launched Wales’ first ever national recycling campaign ‘Be Mighty. Recycle’, which used social norming messaging and creative imagery to encourage all Welsh citizens to recycle what they can from their home.

We consulted with all local councils to create a Toolkit which provided them with communications assets to create their own local element of the wider, national ‘Be Mighty. Recycle’ campaign.

We went on to produce 3 bursts of the ‘Be Mighty. Recycle’ national campaign, each amplified by local council and other partners, including Welsh Government, universities, Visit Wales, tourist attractions, housing associations, environmental organisations and Welsh brands.

We remain committed to playing our part in reaching Welsh Government’s ambition to become the world leader in recycling, by supporting local councils in various ways. To find out more, visit Support for Local Councils or email us at

Working with partner organisations

The Wales Recycles campaign also works with a variety of partner organisations across Wales to encourage their local residents, customers, students, visitors, housing tenants and many other audiences to recycle more through our various recycling campaigns.

Our partners include Welsh Government, local councils, universities, Visit Wales, tourist attractions, housing associations, environmental organisations and Welsh brands.

We share ‘Be Mighty. Recycle.’ campaign materials with partners to use on their digital and printed communications channels to reinforce recycling messages to help get Wales to no. 1 in the world at recycling.

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