Dive Brief:

• The city of Milwaukee, Wisconsin has deemed the month of October "Milwaukee Plastic Film Recycling Awareness Month."

• Mayor Tom Barrett, local businesses, government organizations and proponents of recycling joined forces to launch the campaign that is aimed at expanding the plastic bag and film recycling rate in the city.

• The campaign is a part of the Wisconsin Recycling Action Project, which consists of the American Chemistry Council's Flexible Film Recycling Group, the Wisconsin Department of Natural Resources, GreenBlue and the Sustainable Packaging Coalition.

Dive Insight:

The awareness campaign will use radio advertisements and alternate public outreach techniques to promote the program.

The effort will reinforce to consumers that plastics such as film, dry-cleaning and food storage bags and shrink wrap may be recycled.