As soft plastics are light in weight, automated sorting machines cannot tell the difference between them and paper which can lead to contamination of recycle papers. Soft plastics can also become easily entangled in machinery slowing the recycling process.

This campaign is aimed at reducing contamination in the household recycling bin with a particular emphasis on keeping plastic bags and cling wrap out of the kerbside recycling bin. The project also highlights the wastage that occurs if residents put their recycling in plastic bags and then into the recycling bin. When this happens all of the contents of the bag go to landfill as the workers undertaking the sorting process do not have the time to remove the material from the bags.