Recycling superhero shortlisted for prestigious award

East Cambridgeshire District Council’s recycling superhero, Michael Recycle, has been shortlisted for a prestigious award.

Michael, who was created by Littleport pupil Brooke Smith to help the Council increase recycling rates, has been shortlisted in the ‘Education Campaign of the Year’ category in the Chartered Institute of PR awards for the Thames, Chiltern and Anglia region.

The mascot was brought to life by the Council’s communications team and has visited schools, local events and the East Cambs Council offices to promote recycling. Michael Recycle also has his own twitter account where he offers helpful tips and advice and promotes Council successes in fly-tipping.

In conjunction with the communications team and a local theatre producer, Michael Recycle was the subject of a workshop about recycling which was seen by over 10,000 pupils.

Jo Brooks, Director of Operations for East Cambridgeshire District Council said: “Michael Recycle has been a real success in educating our young people in the importance of recycling. School children are vital in influencing their parents to recycle and we knew at the start that they were our key audience. Michael Recycle has allowed us to reach them with our key messages in a fun way and it has been fun watching them line up to have their photo taken with him at events. We are very proud that the initiative has been shortlisted for this award and we have all of our fingers crossed!”

ECDC have recently added two further mascots to the team, introducing Taylor the Swift and Hester the Hedgehog as part of their campaign to protect and conserve hedgehogs in the District.

The ceremony will take place on 15th November at the Guildhall in Cambridge.