A TELEVISION campaign to promote recycling started this week - and Worcestershire County Council has thrown its full weight behind it.

A specially-created advert has been produced by a group of councils responsible for waste management to spread the message that people don't have to be superheroes to save the world.

The advert, which was shown on Carlton's Central TV for the first time on Wednesday during At Home With The Braithwaites, features a flying seven-year-old superhero fully attired in a Superman-style outfit.

The advert, which will conclude next Friday during Coronation Street, takes a light-hearted look at recycling with a serious message.

The county council has joined forces with the councils of Warwickshire, Staffordshire, Birmingham, Coventry, Shropshire and the Wrekin to produce the advert.

"It's absolutely imperative that recycling is promoted effectively and television is the ideal medium to reach a huge number of people," said Councillor John Smith, Worcestershire County Council's assistant cabinet member for environment and sustainability.

"By pooling our effort and working together to reach a large number of people the project is not only cost-effective but ensures that a consistent message goes out.

"The advert is an excellent production and will appeal to a wide range of viewers."