Correcting perceptions

Changing behavior
Getting results
Why is communications needed?

The UK Government’s Waste Strategy

• Recycle or compost at least 25% of household waste by 2005

• Recycle or compost at least 30% of household waste by 2010

• Recycle or compost at least 33% of household waste by 2015

 Markets

Councils
 Communications
Investment

Markets

Infrastructure

Collection

Participation

Enforcement

Minimisation Disposal
“Waste is a communication
business, not just a
logistical business”
David Mottershead
DEFRA Head of Waste Policy and Process
Assessment
 Assessment

Internal
Communications
 Assessment

Internal
Communications

Branding
 Assessment

Internal
Communications

Branding

Engagement
 Assessment

Internal
Communications

Branding

Engagement

Education
 Assessment

Internal
Communications

Branding

Engagement

Education

Media
 Assessment

Internal
Communications

Branding

Engagement

Education

Media

Events
 Good Value

Low High
Cost Cost

Poor Value
 Good Value

Low High
Cost Cost

Poor Value
 Good Value

Low High
Cost Cost

Poor Value
 Good Value

Low High
Cost Cost

Poor Value
 Good Value

Low High
Cost Cost

Poor Value
 Responsible

Unaware Aware

Irresponsible
 Responsible

Unaware Aware

Irresponsible
Positioning Recycling with Climate
Change
 The relationship to
recycling
Recycling:
• Newspaper saves 83.5kgs of CO2
• Glass saves 1kg of CO2
• Plastic saves 20kg of CO2
• Cans saves 75kg of CO2

• If half of all household waste was recycled, it would save 1

tonne of CO2 per year p HH.
Source: US EPA
 IMPACT OF COMMUNICATIONS
ON RECYCLING

LITTLE OR POOR COMMUNICATION

50%
Recycling

Introduction Leaflet Enforcement Leaflet

 GOOD COMMUNICATION

50%
Recycling

Assessment Internal Engagement Direct Media Events

Comms’ Marketing
 BUDGET
Best Possible Outcome /
High Recycling

Delivered
Low Cost Quickly
 SUMMARY

• Never underestimate the importance of communications

• Understand the target audience

• Treat as an INVESTMENT, not a cost

• Take professional advice

• Strategy

• Sustain
 www.envirocomms.com

T: + 44 1268 461 210

M: +44 7970 717 041
E: stephenb@pagemediagroup.com

Thank You