The Woodland Trust, the UK's largest woodland conservation charity, has rekindled its annual partnership with WHSmith and Tesco to encourage people to recycle their Christmas cards to help the environment and raise funds for the charity.
The 2004 Christmas Card Recycling Scheme launched on Monday with bins in all WHSmith high street stores and Tesco supermarkets. This year, the scheme has the backing of wildlife TV presenter Charlotte Uhlenbroek, who has given a quote and photo for the supporting PR campaign.
Last year's campaign collected more than 40 million cards - 800 tonnes - and saved 13,600 trees.
The promotional poster features Santa Claus clad in green, with a sack of cards rather than presents. It mimics the famous Lord Kitchener army poster with Santa pointing at the viewer and the slogan 'Your environment needs YOU to recycle your cards'.
The cards are collected and recycled by SCA Recycling and Severnside Recycling, and taken to paper mills where they are re-pulped, cleaned, and turned into new paper products.
Funds are raised via requests to local authorities to donate recycling credits equal to the weight of the cards collected in their region. Waste management firm Cleanaway has also supported the scheme for the past five years, donating £570,000 in landfill tax.
Funds raised from the recycling initiative help the trust to care for and create 28 new native woodlands, and protect the UK's remaining ancient woodland.