Mobile marketing is not just for brands, it can prove effective and powerful for public administrations also. In London residents will be able to request details of when their recycling is collected or where their nearest recycling facilities are, all by texting RECYCLE and their full postcode to the number 63131.

E-Consultancy reports the service is part of an effort to encourage Londoners to recycle more. An outdoor advertising campaign by Recycle for London has also been launched to support the initiative.