GlaxoSmithKline Launches PR Campaign for Children's Recycling Initiative

Consumer healthcare retailer GlaxoSmithKline (GSK) is set to launch a recycling fundraiser aimed at encouraging children to collect and recycle old toothbrushes and toothpaste tubes (which cannot normally be recycled).

In partnership with upcycling company TerraCycle, GSK will then create products such as pencil cases and pen holders out of these materials. For every product sent to TerraCycle, children earn two points which can then be redeemed for gifts that their school will send to a preferred charity.

Aquafresh Group Brand Director, Rachel Deans, commented: "By encouraging good eco-habits at a young age, we can instil a lifelong drive to be more sustainable and responsible and by using familiar packaging like toothpaste tubes and toothbrushes, children can more easily understand the results of their actions."

The sustainability initiative will run alongside a PR campaign that will include the national press plus educational, women's interest and parenting titles.

GSK claims 'The Aquafresh Oral Care Brigade' is the first scheme of its kind in Europe. Their aim is to teach children about resource conservation and recycling at the same time as oral hygiene.

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