Belfast City Council has said less waste is being thrown away as residents try to make their resources stretch further during the recession.
The council has reported that the amount of waste collected in the city has fallen by 5% in the last six months, with recycling rates increasing by a third compared to last year.
Councillor Pat McCarthy, chair of the council’s Health and Environmental Services Committee, said: “The people of Belfast are to be congratulated for helping to reduce the amount of waste we’re sending to landfill.
But he pointed out that the city still produces enough waste to fill over 100 double decker buses every week.
Advertisements on buses and taxis will be used by the council to try to drive home its policy of ‘reduce, reuse and recycle’, aimed to spark more eco-awareness amongst residents in Belfast.
“However, as a society, we’re still generating too much waste,” added Cllr McCarthy.
“The aim of our campaign is to make people think about what they’re putting in their trolley; are we buying what we need, or are we being tempted by offers?