Recycling history. New sustainable packaging campaign Beyond the Box honours Winston Churchill on D-Day anniversary with a corrugated cardboard sculpture.

Sustainable packaging campaign Beyond the Box has commissioned a corrugated cardboard bust of Winston Churchill to mark the 74th anniversary of D-Day today, Wednesday 6th June.

As the conversation around packaging heats up, Beyond the Box has produced an iconic sculpture of the wartime prime minister. Immortalising Churchill’s famous profile in the UK’s sustainable packaging solution: Corrugated cardboard.

The impressive bust took 36 hours to create and was crafted with 118 layers of lasered double flute corrugated cardboard. It is unveiled to coincide with the launch of new campaign ‘Beyond the Box’ which aims to re-shape Britain’s approach to packaging.

Beyond the Box spokesperson Andy Barnetson comments. “We know that Britons are more concerned than ever about packaging. In fact, two thirds of us admit that we’re worried about packaging and a staggering 2.7 million* Britons say packaging is their biggest concern.

“To build a sustainable future we need to change our behaviour. It’s important to remember that not all packaging is created equal. As the UK’s sustainable packaging solution, corrugated cardboard boasts impressive recycling rates, it’s renewable and it can be widely re-used in the home.”

With a recycling rate of more than 80%, corrugated cardboard has the best UK recycling record of any packaging material. This rate saves an area the size of Greater London from landfill every four months.

Barnetson continues: “Churchill famously said: ‘We shape our buildings; thereafter, they shape us’. With the launch of Beyond the Box today, we’ll be applying this logic to the ever evolving packaging climate and helping to shape the UK’s packaging uses in the years to come.”

Notes to Editors

For more information, including spokesperson requests, please contact Rob Waldon or Lauren Gimbel at Richmond & Towers Communications:

robwaldon@rtc.london / lauren@rtc.london / 020 3179 0720

Bringing together experts from leading UK packaging companies, Beyond the Box, launched by the Confederation of Paper Industries, will help Britons learn more about the nation’s sustainable packaging choice: Corrugated cardboard.

The Confederation of Paper Industries (CPI) is the voice and face of the UK’s Paper-based Industries. It represents 79 member companies from an industry with an aggregate annual turnover of £11.5 billion.

Consumer research: Two in three Britons admit they’re worried about packaging and the types of materials used to package their favourite products. This is according to specially commissioned research, which surveyed more than 2,000 UK consumers. Almost three in five of those questioned (57%) revealed they are avoiding plastic bags in the supermarket. They are seeking recycled packaging or supporting local businesses such as greengrocers, butchers and fishmongers in an attempt to ease their worries. More than a third (38%) of UK adults are more troubled by packaging now than this time a year ago. A number of worriers (17 %) revealed packaging was now so high up the agenda, it has become ‘socially unacceptable’ not to care about packaging’s impact on the environment. For an astonishing 2.7 million Brits (5.3%), packaging is currently the ‘biggest’ concern in their lives.

*5.3% of UK adults say that packaging is currently the biggest concern in their life. The UK adult population is 50,909,000. Those who believe packaging is their biggest concern = 2,698,177