Waste Reduction Week (WRW) gets Greener and Meaner

    -WRW in Canada announces Oscar the Grouch as new face of waste reduction-

    TORONTO, Sept. 18 /CNW/ - Today, Sesame Street's beloved Oscar the Grouch
was announced as the new spokes-Muppet for Waste Reduction Week in Canada
(WRW). The grumpy, garbage-loving Muppet has teamed up with the WRW Program to
promote its 'waste-free' goals and appeal to children and adults alike through
a media campaign running from October 19-25, 2008.
    Oscar is known for his grouchy quips and love of all things garbage and
he will use his unique charm to help encourage families to participate in WRW
through two television public service announcements, promotional posters and a
public relations campaign. The public service announcements will debut
nationally in September and will offer easy ways to reduce, reuse and recycle.
    "I can't think of anyone better to represent the need for increased waste
reduction and recycling than Oscar the Grouch," said Jo-Anne St. Godard,
member of the National Committee for WRW and the Recycling Council of
Ontario's Executive Director. "Oscar is one of the most beloved television
personalities. His broad appeal will elevate Waste Reduction Week to new
heights and help get everyone excited about doing their part."
    "Even Oscar can suppress his grouchiness to help support the important
mission of Waste Reduction Week in Canada," said Hunter Heller, Assistant Vice
President, International Licensing, Sesame Workshop, the nonprofit
organization behind Sesame Street. "Sesame Workshop has long been committed to
teaching children of all ages how to respect and better appreciate the
environment and we think no other grouch can do it better than Oscar, the
original 'green' Muppet?."
    Canada's 8th annual Waste Reduction Week is developed and run by a
coalition of waste reduction and conservation organizations from across the
country. The program urges everyone to do their part in by reducing, reusing
and recycling in every aspect of their lives - at home, school and work.

    About WRW in Canada

    WRW in Canada is developed and delivered by a coalition of 13 different
recycling councils and sister organizations from across the Country. The
Program focuses on the 3Es of the 3Rs; Education, Engagement and Empowerment.
Waste Reduction Week in Canada, aims to inform and engage Canadians about the
environmental and social ramifications of wasteful practices. The program's
educational resources and "take action" messaging, empowers all Canadians to
adopt more environmentally conscious choices. WRW provides information and
ideas to reduce waste in all facets of daily living, creating the solution to
the many environmental challenges we face including climate change, water
pollution and preservation of natural resources. As we all know, it is the
collective improvements made by the masses, which will provide the results we
need to reach true sustainability.
    The program includes the distribution of promotional and resource
materials, which provide information on the 3Rs emphasizing waste reduction.
Information and resources are made available through a dynamic and
user-friendly website, which provides participants with:

    -   "Facts and stats" of waste and waste-related issues;
    -   "Hands on tools" encouraging action; and
    -   User friendly web tools such as on-line registration to support

    Learn some new ideas and share what you are doing in your province.
Register at the WRW in Canada website at www.wrwcanada.com.

    Province/ Provincial
    Territory Organization               Contact           Number
    BC        Recycling Council of       Brock McDonald    604-683-6009 x307
              British Columbia
    AB        Recycling Council of       Anne Ruzicka      403-609-2223
    SK        Saskatchewan Waste         Joanne Fedyk      306-931-3242
              Reduction Council
    MB        Recycling Council of       Randall McQuaker  204-925-3777
    ON        Recycling Council of       Jo St. Godard     416-657-2797 x3
    QC        Action Re-Butts            Simon Pillarellis 514-874-0202 x3437
    NB        New Brunswick Solid        Don Shea          877-777-4218
              Waste Association
    NS        Clean Nova Scotia          Kari Riddell      902-420-7927
    PEI       Island Waste               Merie Surkan      902-894-0330
    NL        Multi-Materials            Catherine Parsons 709-753-0993
              Stewardship Board
    NWT       ecology North              Doug Ritchie      867-873-6019
    YK        Raven Recycling            Danny Lewis       867-667-7269

For further information:

For further information: Stephanie Nadalin, Optimum Public Relations,
(416) 306-6561, stephanie.nadalin@cossette.com

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