Journey of Recycling campaign launches

Merseyside Recycling and Waste Authority have today launched a new campaign which provides a unique and informative view of the journey of recycling across Liverpool City Region.

Through a newly created series of videos, residents from Halton, Knowsley, Liverpool, Sefton, St Helens and Wirral can learn more about where their recycling goes once collected from kerbside, and how it is sorted for reprocessing and redistribution to the recycling markets.

Combined, the six districts of Liverpool City Region currently hold an average household recycling rate of 34.74%.

This figure provides a foundation to build from – however, the Authority recognises that collectively as a city region, we can do much better.

The Journey of Recycling campaign has therefore been launched to build trust in the recycling process and to remind residents how they can recycle right – all in a bid to boost recycling rates.

Lesley Worswick, Chief Executive of Merseyside Recycling and Waste Authority, said: “We all know how the simple act of placing items in our recycling collections can become ‘out of sight, out of mind’.

“That’s why, with the Journey of Recycling campaign, we are keen to give residents a behind-the-scenes insight which will equip them with more knowledge on how their recycling efforts can discourage unnecessary waste and make a real difference.

“In addition to displaying the sorting and end processes of each recyclable material, our suite of videos provides a reminder of what materials can be recycled in each of the districts and how to avoid recycling contamination.

“These are all important factors in ensuring that we recycle right.”

Cllr Catie Page, Chair of Merseyside Recycling and Waste Authority, said: “As an Authority, we are always keen to help residents understand that reducing the amount of stuff we buy – as well as repairing and reusing what we can – are great habits to adopt to protect our environment for current and future generations.

“However, we also know that recycling the materials we can in the correct manner also plays a key role in supporting this effort.

“If anyone is ever unsure about what they can recycle at home, we encourage you to watch our Journey of Recycling videos.

“Residents can also visit, which is a really helpful resource that is full of information on what can be recycled at home and at our Household Waste Recycling Centres.”

To view the full suite of Journey Recycling videos, please visit

Residents across Liverpool City Region can also view the videos via the official Recycle Right FacebookInstagram and Twitter pages.


Residents being encouraged to ‘choose to reuse’ this Christmas

A MRWA staff member discussing the Choose to Reuse campaign at Gillmoss Recycling Discovery Centre.
A MRWA staff member discussing the Choose to Reuse campaign at during a Sustainable Christmas Market at Veolia’s Recycling Discovery Centre in Gillmoss.

Merseyside Recycling & Waste Authority has launched a Christmas campaign advising residents to ‘choose to reuse’, in a bid to tackle climate change.

Along with reuse tips, the campaign – which is being driven through the Authority’s Zero Waste LCR branch – offers other sustainable guidelines, which can help people to save money while protecting the environment.

According to national data from the Environment Agency, around 30% more waste is generated at Christmas time.

Further astonishing figures state that an estimated 50,000 trees are cut down to create enough paper to wrap presents, while over 1 billion Christmas cards are thrown away per year.

The above stats form part of a wider waste problem that negatively impacts climate change during the festive season.

Although larger generation of waste during Christmas time is a widespread issue, Merseyside Recycling & Waste Authority is keen to buck the trend.


Lesley Worswick, Chief Executive of Merseyside Recycling & Waste Authority, said:

“The aim of our ‘Choose to Reuse’ campaign is simple; to help residents reduce waste, save money and protect the planet for future generations… All in a way which doesn’t compromise the joys of Christmas.

“We’ve created a dedicated blog series which offers sustainable advice on everything from Christmas trees and decorations to cards, wrapping paper and gifts.

“Even if residents try one or two of the tips on offer, every little step towards reducing waste is a big stride towards protecting the environment.”

Cllr Catie Page, Chair of Merseyside Recycling & Waste Authority, said:

“Often, planning goes out the window and leaves us in a rush to choose the quick and convenient option when Christmas shopping… Then, before we know it, it’s all over!

“While the primary aim is to make Liverpool City Region more sustainable, the ‘Choose to Reuse’ campaign also gives people a chance to think again.

“We want to provide plenty of inspiration for residents and their loved ones to embrace creativity and build precious festive memories together in the process.”

More information is available at



  • Merseyside Recycling & Waste Authority is responsible for the disposal of municipal waste on Merseyside. Established in 1986 following the abolition of Merseyside County Council, it is a statutory Authority that works with all the local authorities on Merseyside – Knowsley, Liverpool, Sefton, St Helens, Wirral and also Halton. MRWA takes a lead in advocating recycling, waste minimisation and safe and effective disposal of waste for Merseyside residents and operates (via a contract with resource management company Veolia) 16 Household Waste Recycling Centres (HWRC’s) for householders in the Merseyside and Halton area wishing to recycle and dispose of their own waste. For more information, please visit
  • Zero Waste Liverpool City Region is brought to you by Merseyside Recycling & Waste Authority (MRWA). The main aim of Zero Waste LCR is to work towards both MRWA’s own Corporate Plan and the Liverpool City Region Combined Authority’s commitment to Net Zero by 2040. Waste and resources play an important part in reaching this target, in combating the effects of climate change, and we also believe that we must adopt a zero waste circular economy to ensure that resources are used for longer and carbon emissions are prevented. Premature disposal of resources means that the full extent of their value is not maximised for the local economy. For more information, please visit
  • The featured photographs were taken at Veolia’s Sustainable Christmas Market, which took place at the Recycling Discovery Centre in Gillmoss on Saturday 25 November. Merseyside Recycling & Waste Authority (MRWA) attended the event to launch the Zero Waste LCR ‘Choose to Reuse’ campaign. More images are available to download via Google Drive. Image credits: David Jones Photography.
  • #ChooseToReuse campaign assets and suggested messaging are available to download here.
  • Media Enquiries

    Members of the media, for more information please contact:

    Adam de Spretter Yates | Communications and Development Officer |1 Mann Island, Liverpool, L3 1BP | 07976730362 | Merseyside Recycling and Waste Authority