The world is warming, landfills are bursting — we’ve got to start recycling a lot more. London is doing its part. Funded by the London Waste and Recycling Board, and chaired by Mayor Boris Johnson, the “Starve your Bin” Campaign has gone viral.
The campaign, which asks Londoners to “starve their rubbish bin by catching recyclable materials in a green recycling box,” has taken some pretty engaging WOMM steps. Mobile marketing agency, Incentivated, created an iPhone game version of “Starve your Bin” available for free to iPhone users both by texting a number, or by visiting the Apple Store in London.
“Starve your Bin” is now running on television and radio as well, in addition to the online, bus and Tube posters. Staving off rubbish with all forms of media, never a bad thing.

The full story at Brand Republic:
http://www.brandrepublic.com/News/880964/Recycle-London-mobile-game-urges-users-starve-bin/