Canon Europe, and the RSA, Royal Society for the encouragement of Arts, Manufactures and Commerce, have unveiled the WEEE Man.

The giant sculpture is the focal point of a joint environmental awareness initiative that aims to get the disposal of electrical and electronic goods as widely accepted by consumers and businesses as the recycling of newspapers, glass bottles and aluminium cans.

Taking its name from the Waste Electrical and Electronic Equipment (WEEE) directive, which will be coming into force next year, the WEEE waste giant is an imposing seven metre high, three tonne human-like sculpture.

It is composed of electronic and electrical waste (including washing machines, TVs, mobile phones and vacuum cleaner tubes) and represents the amount of electrical appliance and electronic waste that an average person in the UK is likely to produce in their lifetime.

The WEEE Man will be displayed at London's City Hall on the South Bank until 27 May and then at the Eden Project, Cornwall for the summer