Children up and down the country will be given a hands-on role in challenging the confusion around what can and cannot be recycled as part of a ground-breaking environmental campaign with Keep Britain Tidy and Harrogate Water.

Over 20,000 schools will be taking part in the project through the environmental charity’s Eco Schools programme. Eco-Schools is a global programme engaging 19.5 million children across 67 countries, making it the largest educational programme in the world.

The Eco-Schools programme is pupil-led, involving hands-on learning that gets the whole school and the wider community involved in exciting environmental projects.

Schools are provided with free resources to help them progress to the international Eco-Schools Green Flag award within 12 months of registration and Keep Britain Tidy provides additional assistance from a dedicated team of former teachers.

The initiative is being supported by Keep Britain Tidy recycling partner Harrogate Water along with Plastipak, one of the global leaders in sustainable packaging and recycling.

Richard McIlwain, Deputy Chief Executive of Keep Britain Tidy, said: “We are currently working with Harrogate Water and Plastipak on the new Waste and Recycling module. In 2019 ‘The Challenge’ will be a call to action for all participating schools to take part in a national survey assessing recycling in schools, finding out what waste management resources they have available as well as understanding local authority collections and recycling services. This National survey will be the first if its kind and will allow the schools to help advise on what they believe we should be doing to improve provision and help harmonise recycling services in schools across the country. The report will be published in an easy-to-use infographic format, made available to all relevant parties. This work by students will provide the springboard for the ‘Circular School 2020 Challenge’ when we’ll be encouraging schools to take an active role in coming up with sustainable waste management solutions.”

Kinza Sutton, Head of Public Affairs and Sustainability Europe at Plastipak’s, said: “Plastipak and Harrogate Water are champions of the circular economy and we believe children can play a big part in shaping a sustainable future and challenging the misinformation and confusion around waste management and recycling.”

Nicky Cain Brand Manager at Harrogate Water, said: “The Eco-Schools project will promote discussion around waste, recycling and the circular economy in the classroom. We know that children are passionate about the environment and want to lead the way in making positive changes. This programme gives them the opportunity, not only to uncover the facts about packaging and recycling but to influence the way forward towards a more sustainable future.”

As part of the project, Harrogate Water and Plastipak will adding their expertise in recycling and recyclable packaging and producing a video showing the lifecycle of a bottle of Harrogate Spring. All content for the module will be approved by the Assessments and Qualifications Alliance (AQA) and feed into academic subjects, as well as linking into Global Citizenship as part of the National Curriculum.

All PET bottles of Harrogate Spring are 100 per cent recyclable and contain at least 50 per cent recycled content, processed and supplied by Plastipak. The recycled content is sourced solely from the UK to inform consumers that their bottle may return as a new bottle when it is recycled.

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Highland Spring introduces ‘A to Anywhere’ – the latest strand in its ‘Brave by Nature’ multi-channel brand campaign. With 89% of consumers not drinking enough water on a daily basis, the activity is set to help educate consumers on the importance of healthy hydration and drive growth in the bottled water category.

As the UK’s leading ethical producer of natural source bottled water, from the Ochil Hills in Perthshire, Highland Spring is championing healthy hydration to get consumers from ‘A to Anywhere’.

The £1.75 million campaign will position the brand as the natural choice for staying hydrated on everyday journeys, no matter where you are going or what the day throws at you.

It will include Highland Spring’s biggest experiential activation since it was founded in 1979. Inspired by Scotland’s Ochil Hills, the fully interactive brand immersion event will start in Glasgow this May then continue on to Manchester and London through to June.

The activity will take consumers on their own hydration journey by displaying a showcase of hydration facts and statistics, sourced in partnership with the Natural Hydration Council (NHC) of which Highland Spring is a founding member.

LCD displays featuring the waterfalls of Alva Glen and a 360-degree virtual reality (VR) experience will transport consumers to the protected land where all Highland Spring waters are sourced from.

An integral part of the activation will be educating consumers on the brand’s environmental credentials and how they can play their part in the road to change by ensuring every bottle gets recycled for a second life.

Earlier this year, Highland Spring launched its new eco bottle™, made from 100% recycled and recyclable plastic. The eco bottle joins the existing Highland Spring range, where all bottles can be recycled to give them multiple lives.

Brand ambassadors named ‘Hydration Heroes’ and ‘Recycling Heroes’ will be distributing Highland Spring eco bottles™ to consumers in need of everyday hydration on selected days throughout the campaign. Consumers will learn more about the circular economy of plastic and be encouraged to recycle the bottles afterwards.

Other key elements of the ‘A to Anywhere’ campaign include TV advertising in Scotland as well as an outdoor digital campaign in Glasgow and London, targeting rail and underground stations. PR, social media and influencer marketing will also help drive further awareness.

Carol Saunders, Head of Marketing at Highland Spring Group, said: “‘As we move into year three of our ‘Brave by Nature’ brand campaign we are confident that ‘A to Anywhere’ will inspire consumers to think more about the importance of staying hydrated and the need to drink water throughout the day, wherever they are. We want people to learn that our bottles have multiple lives when disposed of responsibly and as part of this, we will be truly immersing them in the Highland Spring brand – helping them to uncover the beauty of the Ochil Hills, our commitment to the environment and, of course, the unrivalled taste of our Highland Spring natural source water.”

‘A to Anywhere’ will continue through to September when Highland Spring will be unveiled as the Official Hydration Partner of the Solheim Cup 2019. This prestigious women’s biennial golf tournament will take place at Gleneagles from 9^th – 15^th September, where Highland Spring will offer healthy hydration to players and spectators alike.

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