RICHMOND Council, which says it is now London's leading recycling authority, launched a major new campaign this week to encourage the public to recycle instead of dumping waste.

At the launch on Wednesday, residents from across the borough gathered at Cambridge Cottages, Kew Gardens, to learn more about recycling and find out how we can all can help improve the environment and quality of life.

Activities began earlier on in the day outside Tesco Metro in Richmond where the Rethink Rubbish bin was present. This giant motorised bin provides information on recycling and is self-propelled allowing it travel from place to place. It then sped off in the direction of Kew.

The campaign, Don't Bin It Bag It and Box It, was devised in partnership with Business Eco Logic to obtain and use £1/4 million of landfill tax credits. Richmond recycled 20.5 per cent of its rubbish last year one of the highest rates in London.

Commenting on the launch, Cllr David Marlow, cabinet member for the environment on Richmond Council said: "Don't Bin It Bag It and Box It is a very important campaign.

"Here in Richmond we are leaders in recycling in the capital and indeed nation wide. But this is about taking recycling on to the next level. It is important to remember that over 60 per cent of the contents of the average dustbin can be recycled. In Richmond last year we recycled just over 20 per cent - and at that we were the highest in West London and one of the highest recycling boroughs in the UK.

"Next year the government wants us to achieve 28 per cent. This is a tough target but is a clear case of us being a victim of our own success the more we do the more we are asked to do. The challenge we face is a lot about educating people and making the effort to change some long established habits this is something we all have to do. But if we do make the effort then we will all reap the rewards in the long term of a truly greener and healthier environment.

"I am proud Richmond is leading the way in this crucial area. The fabulous beauty that we enjoy in this borough is a daily reminder that we must cherish and protect our environment for ourselves and future generations. Recycling is an important part of that challenge."