How do we ‘sell’ recycling to a cynical public? Changing hearts and minds is something that local authorities need to do in order to achieve their targets – and effective, relevant communications can really make a difference. Generation Awake, the European Commission’s campaign, has just begun a new phase focusing on the environmental, economic, social and personal consequences of using resources unsustainably. But do the methods and messages being used on a pan-European scale translate at a local level?