A new mobile phone game and advertising campaign aimed at getting Londoners to recycle more were launched by London Mayor Boris Johnson earlier today.
The Mayor, who is also chair of the London Waste and Recycling Board, said he was “excited” at the way the latest Recycle for London campaign “is using innovative technologies to boost recycling”.
Campaign activity will also include TV, radio, press and online adverts plus bus and Tube posters.
The game challenges users to starve their hungry ‘evil bin’ by catching all recyclable materials in a green recycling box.
Players score points for every item caught, but if the evil bin eats three items which should be recycled it’s game over. Users can also download ringtones and mobile wallpaper.
The game can be downloaded by texting BIN to 62967, iPhone users can download the game via iTunes.
For more information about recycling visit www.recycleforlondon.com