LIFE+ Up and

Forward Project: Case Study

B2: Celebrating

Recycling Achievements

Area: Date: June 2014

LIFE11 ENV/UK/000389

Contents

Page 1. Executive Summary 2 2. Introduction 5 3 Campaign Area 6 4. Demographics & Acorn Data 9 5. The Approach to the Campaign 11 6. Results 19 7. Conclusion 27 8. Key Learning Points 28

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Section 1: Executive Summary

Introduction

1.1 As part of the EU LIFE+ project Waste Disposal Authority (GMWDA) has carried out a 42 different communications campaigns across nine Districts within Greater Manchester (Bolton, Bury, Manchester, Oldham, Rochdale, Salford, Stockport, Tameside and Trafford). Each campaign has had slightly different focus, targeting sections of the community that have traditionally been hard to reach, making the success of recycling schemes in these areas particularly challenging. This project enabled GMWDA to target smaller groups, generally around 1500 households, with much focused recycling messages. This allowed a variety of communication methods and messages to be piloted and the impact of each to be monitored.

The project started in June 2013 and ran until January 2015 and involved nine Greater Manchester districts. The project is split into 12 campaigns covering one of the four following themes:

a) Households – focused on communities in disadvantaged areas; b) Students and Short lets – focused on those areas with a high level of rental properties or student rental accommodation; c) Faith and Culture – focused on those areas with a strong religious or cultural background; and d) Apartments – focused on those areas with a high level of low rise or high rise apartments.

1.2 The celebrating recycling achievements campaign reported on in this case study was carried out in the Stockport area of Greater Manchester and aimed to help local residents understand why they are asked to recycle and how to recycle correctly through a fun family and community event.

1.3 The campaigns main driver was the establishment of an events committee with volunteers from the local community. Committee members were encouraged to work with the community, existing networks and environmental groups to plan and run a ‘green’ community event. Community volunteers were asked to commit over a three month period with Project Officers managing volunteer time inputs, and the reputation of the project partners and LIFE+.

1.4 Monitoring the impact of the campaign took place in a variety of ways. The number of households that were actively recycling was monitored and any change in the yield of recyclable materials collected in the area was calculated. Targets were set to increase both the set out rates in the study area and the weight of recyclable waste collected. These targets, and the formula used to set them for all of the GMWDA / EU LIFE+ projects are explained in more detail in the project handbook document.

1.5 Following the campaign there was an increase in set out and weight of recyclate collected which shows that more households are using the services, thus moving towards pro recycling behaviours. More assessments would be required to evaluate the long term impacts of the campaign. Alongside this, the campaign received support from several local businesses and three national stores that provided publicity for the event and supplied items for prizes and gifts. The number of people attending (over 100 residents) the organised events gives an indication of the community involvement in this campaign.

1.6 Recruiting volunteers from the community allowed for improved engagement. The campaign found that residents were more likely to listen and respond to people within 2

their own community. However, volunteers often have other commitments and can therefore prove hard to recruit, with the time spent on community engagement and attending meetings often being minimal. The importance of engaging with existing networks and associations is vital in developing and disseminating the campaign message as well as organising the event.

Aims of the Campaign

2.1 The main aim of the campaign was to help local residents understand why they are asked to recycle and how to recycle correctly through a highly visual, fun, family event (organised by community volunteers).

Key objectives were as follows:

a) to develop positive recycling behaviours amongst residents in deprived areas; b) increase the level of recycling for all of the current materials collected; and c) raise awareness of the importance of recycling.

Key Facts

3.1 The total cost of delivering the activity was €14,584.24 (£12,069.64), of which €9,434.90 (£7,813.99) was personnel costs and €5,149.34 (£4,255.65) was consumables. GMWDA received 50% towards the total cost of this activity from the EU LIFE+ programme.

3.2 548.31 hours were spent delivering the campaign.

3.3 There was involvement from six existing networks and associations at each stage of the campaign.

3.4 Three community recycling ambassadors were recruited and trained.

3.5 20 hours were spent by recycling ambassadors organising the event and engaging in the community.

3.6 Two focus groups were held with community members.

3.7 Two assemblies were held at the local primary school.

3.8 Four community committee meetings were held with five members from the local community engaged in staging the event.

3.9 Over 50 bins were cleaned and numbered during the event and 18% of participants ordered a new bin.

3.10 170 questionnaires were completed and analysed on recycling behaviour.

3.11 1700 campaign newsletters were distributed within the community.

3.12 Over 100 people attended the event; 87% residents said the event made them think more about recycling.

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Results

4.1 Set out monitoring

Set out rate (monitoring how many households present containers for emptying on two consecutive collection) results after post monitoring showed an increase in participation in two waste streams (pulpables and commingled) and a decrease for the organics stream. Both the dry recyclate waste streams met or exceeded the targets set.

4.1.1 Pulpables recycling set out rates increased by 3% from a baseline of 55% to 58%.

4.1.2 Commingled recycling set out rates increased by 7% from a baseline of 65% to 72%.

4.1.3 Organics recycling set out rates decreased by 6% from a baseline of 49% to 43%.

4.2 Weight monitoring

The weight of recyclable materials collected increased for pulpables and commingled waste streams.

4.2.1 The weight of pulpables recycling collected increased by 0.48 tonnes (from 8.41 tonnes to 8.89 tonnes).

4.2.2 The weight of commingled recycling collected increased by 5.66 tonnes (from 5.76 tonnes to 11.42 tonnes).

4.2.3 The weight of organics waste collected decreased by 4.61 tonnes (from 15.09 tonnes to 10.48 tonnes). Some of the increase/ decrease in the organics waste stream may be accounted for by the timing of the monitoring and seasonal trends in waste generation, where larger amounts of organics will be generated in the growing season.

4.3 Targets

The commingled waste stream exceeded the tonnage target set by 186.51%. The weight of the pulpables stream was close to the target set (98.19% towards the target).

4.4 The event

A successful community event was held, with involvement from over 100 local residents. The event was well received within the local community. The campaign also gained support from several local and national businesses that provided prizes and gifts for the event.

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Section 2: Introduction

2.1 The celebrating recycling achievements campaign is one of 12 campaigns run by GMWDA’s Up and Forward project. The campaign was delivered by GMWDA in partnership with Stockport Council. Each campaign has had slightly different focus, targeting sections of the community that have traditionally been hard to reach, making the success of recycling schemes in these areas particularly challenging.

2.2 The campaign ran for 22 weeks, from June 2014 to October 2014, in Offerton, Stockport, targeting 1701 households. The round selected was low yielding and contained households with high levels of deprivation. It has been recognised that there are difficulties reaching this group of residents with the traditional approach of door knocking activities. This group often does not have time to engage with a canvasser at the doorstep. Often, door step campaigns engage with the group of people that are already committed to recycling and are interested in finding out more about recycling, rather than those that do not understand or are not aware of the recycling collections available in their area. It is against this background that the campaign was operated.

2.3 The campaign’s focus was to deliver a recycling message in a fun way to encourage behaviour changes to increase the recovery of recyclable materials. The recycling message was refocused and moved into the community, with the help of local community groups and volunteers in the target area. A community committee, made up of volunteer residents, representatives from schools and housing associations, community groups and local environmental organisations in Offerton, Stockport, met on four separate occasions to plan a fun, family orientated, community event and organise activities. Members of the group were encouraged to inspire the community by getting people involved in the event. This provided a further opportunity to intervene in recycling behaviours, as the recycling message could be informally reinforced through designing, developing and staging the event. Residents were encouraged to discuss recycling between themselves in order to stage the event, which provided a subtle 'bottom up' engagement method.

2.4 A group of three recycling ambassadors were recruited and trained to engage with residents through informal gatherings, surveys and door knocking with the assistance of the campaign Project Officers. The information recorded was used to find out attitudes of waste and recycling practices that allowed the identification of barriers and issues. Feedback from the surveys and the engagements sessions was used on event’s leaflets and also for the design of a recycling guide that was distributed to every household.

2.5 A free family “Green Event” was held in the heart of the community which received support from several local community groups, housing association, primary schools and two national supermarkets who supplied prizes for the event.

2.6 It was expected that by working with a range of stakeholders and through the use of volunteers the community would feel empowered to tackle their own waste and increase recycling. It was also expected that the highly visual event would raise the profile and importance of recycling in the local area, which would in turn help to mould positive recycling habits at home.

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Section 3: Campaign Area

3.1 Generally, for this project, when identifying campaign areas the selection is based on the following two data sets:

a) weight of waste (tonnages) collected at the kerbside for the various waste streams (to select a waste collection round with a low yield); and b) socio-demographic profile of the area (to select a waste collection round with a high proportion of school age children in a deprived/low income area).

It should be noted that for Stockport the weight data from waste and recycling collection rounds could not be used due to a recent round restructure, therefore resulting in no available tonnage records. Rounds selection was based purely on socio- demographic data and local knowledge.

B2 Stockport study area by output area – Offerton

3.2 About Stockport (www.stockport.gov.uk)

3.2.1 Stockport is one of ten districts in Greater Manchester, . Stockport is situated seven miles to the South West of Manchester, within the Greater Manchester region, in the North West of England. The Metropolitan Borough of Stockport is comprised of numerous sub-regions which include Cheadle, , Marple, Bredbury, and .

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3.2.2 Stockport has a total population of 283,300 people and is one of the most heavily populated districts in Greater Manchester. Compared to other districts, Stockport has little demographic diversity. The majority of residents class themselves as being White British (92%).

3.2.3 In comparison to the other districts in Greater Manchester, Stockport has the second lowest unemployment rate within Greater Manchester.

The 2011 census highlighting the rate of employment as 64.7% in Stockport compared to the UK as a whole. Stockport suburbs of Woodford, and Hazel Grove are some of the wealthiest in Britain while areas such as Edgeley, Adsworth and have wide spread poverty. The area of Brinnington and Stockport Central have the second highest unemployment rate in Greater Manchester and have an above average number of residents who have never worked or are in long-term unemployment.

3.3 About Offerton (www.stockport.gov.uk)

3.3.1 Offerton is located in the centre of the borough, between Marple, Bredbury and Manor wards. It has a total population of 13,720 with 5,764 households. The ward has 1,208 social rented households, of which 749 are Stockport Homes managed properties.

3.3.2 Offerton has four primary schools, one nursery school and one special school. Offerton is one of four Neighbourhood Management Areas (NMA) within Stockport. The NMA approach brings together communities and agencies to tackle issues and improve services at a local level. This has led to an increase in the number of community groups in the area and the establishment of a new community centre.

3.3.3 Offerton is a white British estate (94.9%) where couple families are the major family type (72%). The 2010 national indices of total deprivation rank this neighborhood 1143 out of 32482 where one is the most deprived.

3.4 Household Collection Service

3.4.1 Offerton is served by three separate recycling collections and a residual waste collection. Stockport Council provides a four weekly household collection service for commingled (glass and plastic bottles/aluminium and tin cans, a fortnightly collection for pulpables (paper/card) and a weekly collection for food and garden waste. Residual waste is collected two weekly. A combination of different containers types (i.e. predominantly wheeled bins but also bags and boxes) are used for the recycling collections, each container is colour coded for a particular waste stream. Operational features of the recycling collections such as collection days, collection frequency and container types are shown in the table below.

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Table: Offerton recycling collections

Stockport B2 - Recycling collections Waste Collection Collection Containers used for stream day frequency collection Commingled Friday Four weekly Brown wheeled bin Pulpables Friday Two weekly Blue wheeled bin Organics Friday Weekly Green wheeled bin

The map below shows the collection round: this is the same across all four waste streams.

3.4.2 Stockport current recycling rate is 64.58% (as at June 2014).

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Section 4: Demographics and Acorn Data

4.1 ACORN data was used to determine the demographic profile of the study area. ACORN is a segmentation tool which categorises the UK’s population into demographic types. ACORN combines geography with demographics and lifestyle information, and the places where people live with their underlying characteristics and behaviour, to create a tool for understanding the different types of people in different areas throughout the country. ACORN segments households, postcodes and neighbourhoods into six categories, 18 groups and 62 types.

4.1.1 The table below presents the ACORN profile by Category and Group classifications of the study area and compares this to Stockport district as a whole. Three in ten (30%) of the households in this study area are classified as ACORN 1 ‘Affluent Achievers’, within this sample, 22% fall into Group C ‘Mature Money’. This group is characterised by settled suburbia with older people.

Just over a quarter (28%) of the households are classified as ACORN 5 ‘Urban Adversity’, within this sample, 14% fall into Group P ‘Struggling Estates. This Group is characterised by poorer families with many children in terraced housing. Areas are more likely to be deprived, with longer levels of unemployment and higher proportions claiming benefits.

Under three in ten (28%) are classified as ACORN 4 ‘Financially Stretched’, within this sample, 14% fall into Group M ‘Striving Families’. This Group is characterised by having a mix of families on post war estates with limited means. Unemployment levels may be above average.

Table: ACORN classification of Stockport study area and Stockport Council

B2 Stockport area Stockport Council ACORN Classification profile profile Count % Count % 1 Affluent Achievers 1,007 30 50,771 41 1.A Lavish Lifestyles 0 0 3,283 3 1.B Executive Wealth 266 8 23,261 19 1.C Mature Money 741 22 24,227 20 2 Rising Prosperity 0 0 2,787 2 2.D City Sophisticates 0 0 422 0 2.E Career Climbers 0 0 2,365 2 3 Comfortable Communities 472 14 31,718 26 3.F Countryside Communities 0 0 291 0 3.G Successful Suburbs 109 3 4,289 3 3.H Steady Neighbourhoods 208 6 12,864 10 3.I Comfortable Seniors 127 4 3,386 3 3.J Starting Out 28 1 10,888 9 4 Financially Stretched 917 28 19,602 16 4.K Student Life 0 0 227 0 4.L Modest Means 156 5 7,762 6 4.M Striving Families 457 14 6,124 5 4.N Poorer Pensioners 304 9 5,489 4 5 Urban Adversity 929 28 18,861 15 5.O Young Hardship 42 1 8,359 7 5.P Struggling Estates 477 14 3,117 3 5.Q Difficult Circumstances 410 12 7,385 6 6 Not Private Households 1 0 129 0 6.R Not Private Households 1 0 129 0 9

4.2 In summary, based on the information collated above, the round selected for the B2 Stockport campaign contained a high proportion (56%) of ACORN Category and 4 households, when compared to Stockport as a whole and based on local knowledge from collection crews and Council Officers had lower recyclate yields.

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Section 5: The Approach to the Campaign

5.1 The campaign employed two members of staff, a Campaign Officer and an Outreach Worker from GMWDA.

5.2 Following the selection of the target area (see section 3), monitoring of set out rates took place and the current weight of waste and recycling collected at the kerbside was established. Targets were then set to increase both the set out rates in the study area and the weight of recyclable waste collected.

5.3 The campaign was initiated to carry a recycling message to a demographic group that was recognised as being ‘hard to reach’ where traditional doorstep canvassing have proved to be ineffective. Therefore, to encourage changes in recycling behaviour, the campaign looked to deliver targeted messages though a fun family community event (focused on recycling and waste issues) with the help of community volunteers.

5.4 A subtle 'bottom up' engagement method was used; volunteers and residents were encouraged to discuss recycling between themselves in order to stage the event. This provided the opportunity to intervene in recycling behaviours, as the recycling message could be informally reinforced through designing, developing and staging the event.

5.5 The delivery of the campaign followed three set phases: research, engagement and behavioural change, with pre and post monitoring occurring before and after the main campaign periods.

Table: Campaign time frame

Research Engagement Behavioural Change (30th Jun –25th Jul) (28st Jul – 29nd Aug) (1st Sep – 24th Oct) - Developing contacts, - Attending residents - Events, media, delivery of communications, getting meetings and arranging campaign material, bags to know the area, list of focus groups and caddies, and resident community groups, engagement ordering bags and caddies

5.6 Research period

5.6.1 Engaging with existing networks and associations

To incorporate existing local knowledge and experience, and to help develop effective delivery mechanisms for the campaign, Project Officers approached existing networks, associations and community groups.

Support was given from Stockport Homes Housing Association. Meetings were arranged to explain the project and gain support. These groups included: two local primary schools (Dial Park Primary and St. Philip Catholic Primary School), Offerton Children’s Centre, Offerton Community Centre, Offerton Library, Friends of Offerton, Glo Church and local businesses. Each group was visited to introduce the campaign and recruit recycling ambassadors.

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5.6.2 Recruiting volunteers

The recruitment of community volunteers (recycling ambassadors) was seen as key to the success of the campaign and took the following approach:

a) local members of the community who were known in their neighbourhood were approached to form the events community; and b) posters were distributed throughout the local community via shops, libraries, schools and community noticeboards. All residents that showed an interest in becoming a volunteer were given the opportunity to assist in the campaign.

Recycling ambassadors were trained in recycling and door step engagement and asked to carry out pre-campaign surveys and act as community waste advisors for residents. During the campaign committee members gathered feedback form residents using a paper based and online survey.

A total of three recycling ambassadors were recruited.

5.6.3 Area assessment

During this time Project Officers conducted a desk based study of the area chosen by Stockport Council. Using census data from the national statistics database they gained an idea of the demographic makeup. Other valuable information was collected by driving around the area during a bin collection day: this enabled Project Officers to assess the recycling behaviour in the area (participation level, bins contamination and general state of maintenance of the area). Visual research found satisfying participation levels and contamination levels resulted to be quite low and circumscribed to the commingled stream.

5.7 Engagement period

5.7.1 Understanding recycling behaviour

As part of the campaign a research company was commissioned to design and analyse a survey on residents’ recycling to:

a) examine attitudes towards recycling; b) measure residents’ recycling behaviour; c) explore the levels of understanding; and d) identify the main motivators/inhibitors.

Project Officers and recycling ambassadors undertook surveys at the local primary school and in the community, usually through existing community groups and at key meeting points within the area. A total of 170 attitudinal surveys were completed and analysed.

The results of the survey allowed Project Officers to understand current recycling behaviour. The key outcomes then formed the basis for the development of the event and the production of supporting campaign materials to promote correct recycling behaviour; as a result of residents’ suggestions a recycling guide for Offerton was developed (see section 5.7.2).

Two focus groups were also held with MADOCG and Friends of Offerton 12

residents groups.

5.7.2 Staging the event

Project Officers recruited committee members from the local community who met on four separate occasions to plan and run a community event. Project Officers made frequent visits to the area to support the recycling ambassadors in the development of the event. Two local primary schools, the Children’s centre, Stockport Homes and Glo Church were invited to take part in planning and promoting the event. During the campaign period the committee undertook the following:

a) Developing the event theme and activities

Committee members were key to formulating ideas for the event. In order to include the wider community volunteers approached residents to gather views on what they would like to see at a family green event. Information was gathered via face to face and using social media. Regular updates were posted on local community group Facebook pages. The committee decided to provide workshops geared towards age groups: younger children, teenagers, mothers and kids and elderly/older generations.

b) Establishing a suitable location and date/time of the event

Several locations were identified including the local park, the community centre school and the children’s centre. After consultation Offerton Community Centre was chosen as the preferred location as it was already established as a key focal point within the community. The committee agreed to hold the event over a day on the Friday before the schools autumn term break.

c) Developing campaign materials

Campaign materials were developed following community feedback. A competition was held in the local primary to design recycling themed stickers for use at the event.

Image: Recycling fun day promotional leaflet

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The above A5 leaflet was produced to promote the event and posted door to door to the 1,701 targeted households.

Image: Offerton Recycling News

The above booklet acted as a bespoke recycling guide for Offerton residents The guide contained reuse and recycling information with ‘Tips’ and ‘Did you know?’ sections. The booklet used pictorial images that clearly illustrate how to recycle correctly, making it accessible to everyone. A page focused on explaining what type of plastic can be recycled in the commingled bin since appeared to be one of the recurrent questions that Offerton resident raised and that needed to be clarified.

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Image: ‘What goes in what bin’ section of the guide

Image: FAQs section and a collection calendar

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5.7.3 Sticker competition

To encourage attendance at the event by pupils and parents a design a sticker competition was run at the local primary school. The competition had 30 entries from the pupils of Dial Park primary; the winner was announced at the event.

Image: Design your sticker competition winner

5.7.4 Event promotion

The event was promoted throughout the community by Project Officers and recycling ambassadors as follows:

a) an awareness raising day was held at primary school; b) posters were produced and distributed in the community by volunteers; c) leaflets promoting the campaign were delivered door to door to the 1701 targeted households, and distributed via existing community groups, schools, housing associations and businesses; d) the campaign was promoted extensively via social media and on the Up and Forward website; and e) Project Officers and volunteers attended several community events to distribute recycling information and raise awareness of the event.

5.8 Behavioural change period

The event

The event was held on Friday 24th October 2014 in the heart of the community at Offerton Community Centre. The event was staffed by community volunteers and members of the Up and Forward team. During the event visitors were given a free bag for life, free compostable liners rolls and the recycling guide in exchange for completing a recycling survey.

Activities at the event included:

5.8.1 Cookery demonstration

The cooking workshop, delivered by the Manchester based social enterprise 16

‘Cracking Good Food’, encouraged residents to reflect on how to cook healthier, cheaper and more sustainable food. Particular attention was placed on giving suggestion to participants on how to reduce the amount of food wasted by planning meals and shopping wisely.

Image: Cracking Good Food demonstration at the event

5.8.2 Bin cleaning and spray painting

As the event took place on collection day the committee agreed in having a bin cleaning service. Residents were encouraged to bring their empty bins along to the Community centre front car park where a bin cleaner and a spray painter artist were ready to refresh and revamp the residents’ bins.

Image: Bin spray art

5.8.3 Recycling bingo

Project Officers and recycling ambassadors designed a bingo swapping numbers with recyclables item. This proved to be a fun way to learn how to recycle correctly and to discuss issues and questions related to recycling and reuse.

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Image: Recycling bingo at the event

5.8.4 Technology corner

Visitors were able to access the Life+ interactive software including the innovate game ‘Getting Wasted’.

5.8.5 Recycling information point

Advice and guidance was available to residents including the opportunity to order recycling bins.

5.8.6 Craft activities

Free activities were offered in jewellery making, composting, sewn crafts and junk modelling. Other activities included Face Painting, balloon modelling, a buffet and a fun bus for kids’ entertainment.

5.8.7 Recycling youth club

The recycling community event continued in the evening with a special session entirely dedicated to teenagers as the committee felt they are a particularly hard group to engage with. Workshops included a clothing upcycling workshop, a ‘Noisy Boxes’ workshop that shows how to upcycle computer parts into musical items, junk modelling and drumming.

Image: Noisy boxes workshop

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Section 6: Results

6.1 The event

The event was well received within the local community with over 100 people visiting on the day, 84% of whom were from within the targeted postcodes. 96.5% said that the event would make them think more about recycling. During the event 18% of people ordered a new recycling bin.

6.2 Surveys.

6.2.1 Attitudes towards recycling

Overall, the vast majority of those that responded viewed themselves as ‘good’ recyclers (94%) and most declared they are ‘motivated’ to recycle more as a result of the campaign (73%).

6.2.2 Recycling behaviour

Overall, paper/cardboard (94%), glass bottles/jars (95%), plastic bottles (97%), cans (97%) and food and garden waste (97%) were the most widely recycled items. The number of residents recycling the wrong items in the commingled container was not too high: 25% recycled margarine/butter tubs, 25% plastic trays, 24% yogurt tubs and just 11% plastic carrier bags.

Consistently high levels of ownership were also noted: 94% of respondents had a commingled bin at home, 93% a pulpables bin and 91% an organics bin.

On exploring the frequency of use of kerbside collections, most of those that replied used the various services ‘every time collected’

6.2.3 Understanding

On being asked which bin they were meant to put different household waste 72 to 97% identified the correct colour bin to the right waste stream. Commingled was widely identified for specific items; for the remaining items of household waste the residual bin was noted most widely overall.

6.2.4 Motivators/inhibitors

Overall, the main ‘motivator’ for residents’ recycling was their concern for the environment (51%), followed by ‘we are told to do it’ (24%).

Amongst those that responded, 58% felt that there are no particular barriers (i.e. inhibitor) to recycling and just 12% claimed that the bins are not collected enough.

6.3 Participation monitoring

In order to establish if there had been a change in the number of households presenting recyclable waste for collection the set out rate was monitored in the study area before the campaign started, and repeated once the campaign concluded. Calculating the set out rate involves monitoring the number of recycling containers presented for collection on two consecutive collection days. If a household presents 19 containers for emptying at least once during the two collection days that were monitored they were counted as participating. The figure below shows the percentage of properties that have presented containers for collection at least once during the monitoring periods, together with the target set for increasing set out rates to highlight any progress towards the target.

Figure: Two weekly set out rate pre and post monitoring with target

6.3.1 Pulpables

The two weekly set out rate for pulpables recycling increased by 3% following the recycling campaign. The pre intervention two weekly set out rate for the pulpables recycling collections was 55%. The post intervention two weekly set out for pulpables recycling collections was 58%.

Table: Weekly set out and two weekly set out rate pre and post campaign – pulpables

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6.3.2 Commingled

The two weekly set out rate for commingled recycling increased by 7% following the recycling campaign. The pre intervention two weekly set out rate for the commingled recycling collections was 65%. The post campaign two weekly set out for the commingled recycling collections was 72%.

Table: Weekly set out and two weekly set out rate pre and post campaign – commingled

6.3.3 Organics

The two weekly set out rate for organics collections decreased by 6% following the recycling campaign. The pre campaign two weekly set out rate for organics collections was 49%. The post campaign two weekly set out for organics collections was 43%.

Table: Weekly set out and two weekly set out rate pre and post campaign – organics

6.4 Demographics

Using the ACORN segmentation tool which categorises the UK’s population into demographic types it was possible to identify high levels of deprivation in the area. The majority of households in the target area (56%) are in ACORN 4 ‘Financially Stretched’ and ACORN 5 ‘Urban Adversity’, all of which reflect high levels of deprivation. A small number of households in the target area (14%) are in ACORN 3 ‘Comfortable Communities’. The tables below present the two weekly set out rate of the rounds by ACORN Category pre and post campaign.

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The tables below present the two weekly set out rate of the rounds by ACORN Category pre and post campaign.

6.4.1 Pulpables

The two weekly set out rate for ACORN 3 increased from 64% to 81%, an increase of 17%. The two weekly set out rate for ACORN 4 increased from 55% to 60%, an increase of 6%. The two weekly set out rate for ACORN 5 decreased from 48% to 44%, a decrease of 3%

Table: Two weekly set out rate pre and post campaign by ACORN category – pulpables

6.4.2 Commingled

The two weekly set out rate for ACORN 4 increased from 57% to 75%, an increase of 18%. The two weekly set out rate for ACORN 5 decreased from 64% to 68%, an increase of 5%. The two weekly set out rate for ACORN 3 decreased from 77% to 76%, a decrease of 1%

Table: Two weekly set out rate pre and post campaign by ACORN category – commingled

6.4.3 Organics

There was a decrease of 4% in set out rates for ACORN 5 (from 37% to 33%), a decrease of 7% in set out rates for ACORN 4 (from 47% to 40%) and a decrease of 17% in set out rates for ACORN 3 (from 71% to 53%).

Participation in the organics collection round fluctuates on a seasonal basis far more than the other waste streams. Higher participation levels and volumes of waste are usually recorded during the active growing season. Therefore, the two weekly set out rates may be affected by the timing of the pre and post campaign monitoring. 22

Table: Two weekly set out rate pre and post campaign by ACORN category – organics

6.5 Tonnage Data

A series of targets were set to increase the weight of recyclable materials collected on each collection date in the study area. The recycling tonnages collected for all three recycling waste streams showed an increase post campaign and exceed the targets set.

In the campaign area the weight of recyclable materials collected increased for pulpables and commingled waste streams. Only the commingled waste stream exceeded the tonnage target set, although the pulpables waste stream was fairly close in achieving this. The weight of pulpables recycling collected increased by 0.48 tonnes (from 8.41 tonnes to 8.89 tonnes). The weight of commingled recycling collected increased by 5.66 tonnes (from 5.76 tonnes to 11.42 tonnes). The weight of organic waste collected decreased by 4.61 tonnes (from 15.09 tonnes to 10.48 tonnes).

Table: Pre and post tonnage data and targets

The graph below presents the average weight of recyclate collected (in tonnes) in the pre and post campaign periods. This shows the average weight of all three recycling streams has increased following the Community Events Recycling Campaign.

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Graph: Tonnage data for each collection and overall average

6.5.1 Pulpables

A collection target of 9.05 tonnes was set for pulpables recycling waste stream. The tonnages of pulpables recycling increased following the campaign from 8.41 tonnes to 8.89 tonnes. The weight of pulpables collected increased by 0.48 tonnes, with 98.19% of the tonnage target achieved

Graph: Pre and post tonnage data and targets - pulpables

6.5.2 Commingled

A collection target of 6.12 tonnes was set for commingled recycling waste stream. The tonnages of commingled recycling increased following the campaign from 5.76 tonnes to 11.42 tonnes. The weight of commingled collected increased by 5.66 tonnes, with 186.51% of the tonnage target being achieved. 24

Graph: Pre and post tonnage data and targets – commingled

6.5.3 Organics

A collection target of 16.52 tonnes was set for the organics waste stream. The tonnages of organics increased following the campaign from 15.09 tonnes to 10.48 tonnes. The weight of organics collected decreased by 4.61 tonnes, with the tonnage target not being reached

Graph: Pre and post tonnage data and targets – organics

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6.6 Staff costs/time

Role (€) (£) Hours Project Officer 99.12 82.09 3.75 Campaign Officer 6614.86 5478.43 353.66 Outreach Worker 2720.92 2253.47 220.90 TOTAL 9434.90 7813.99 548.31

6.7 Costs of campaign materials/ambassadors training

Description (€) (£) Ambassador training 82.68 68.33 Design and print of A5 Ambassador leaflets 51.95 42.93 Design and print of 30 x A3 Ambassador 98.35 81.28 posters Design and print of Bags for Life 464.64 384 Design and print of 144 lapel stickers 503.36 416 (recycling sticker competition) Design and Print of 190 Laminated ID badges 92.40 76.36 (Ambassadors) 400xSorry we missed you cards 46.59 38.50 Design and Print of 1700xA5 Offerton 1,909.38 1578 Recycling News Booklet Event activities and equipment: Community Centre Booking 7.87 6.50 Cracking Good Food – cookery demonstration 605.0 500 Bin cleaning and spray painting artist 655.5 550 Fashion Workshop 72.60 60 Face Painter and Balloon modelling 242.00 200 Computer Recycling Workshop 260.15 215 Other 46.89 38.75 TOTAL 5,149.34 4,255.65

6.8 Costs per head (including personnel costs)

(€) (£) 8.57 7.10

6.9 Cost per head (excluding personnel costs)

(€) (£) 3.03 2.50

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Section 7: Conclusion

7.1 The celebrating recycling achievements’ achieved some success. Three recycling ambassadors were recruited and the event was attended by just over 100 people. 87% of the residents surveyed agreed that the event held at the community centre made them think more about recycling and 84% declared to have a better understanding of the facilities available in the area as a consequence of the recycling campaign.

7.2 Requests for recycling bins were received throughout the campaign which indicates a willingness from residents to participate in recycling; according to the post campaign surveys 18% of the respondents ordered a bin.

7.3 For both dry recyclate waste streams the two weekly set out rate increased and exceeded the targets set. The two weekly set out rate of the organics waste stream decreased.

7.4 The weight of both the dry recyclate waste streams increased post campaign, most notably the commingled stream which exceeded the target by 186.51%. The pulpables stream reached 98.19% towards the target set.

7.5 In summary, the increase in set out and weight of recyclate collected shows that more households are using the services, thus moving towards pro recycling behaviours. More assessments would be required to evaluate the long term impacts of the campaign. The number of people attending the organised events gives an indication of the community involvement in this campaign.

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Section 8: Key Learning Points

8.1 A positive outcome came from the commitment of the community committees in organising the event. Their experience combined with the help of existing networks and associations allowed for the development the family fun day and of an effective communication solution that found its realization in the ‘Offerton Recycling Newsletter’. Ambassadors were encouraged to discuss recycling with the wider community to find barriers to recycling and to get insights in order to stage the event; this provided a subtle 'bottom up' engagement method.

8.2 Recruiting volunteers from the community allowed for improved engagement. The campaign found that residents were more likely to listen and respond to people within their own community. However, volunteers often have other commitments and can therefore prove hard to recruit, with the time spent on community engagement and attending meetings often being minimal. The importance of engaging with existing networks and associations is vital in developing and disseminating the campaign message as well as organising the event. Consideration on using incentives to gain residents’ interested should also be discussed.

8.3 It is recommended that waste composition analysis work is carried out on the residual waste stream in conjunction with the weight monitoring. An initial waste analysis would have highlighted the type and quantity of recyclable materials present in the residual waste stream in the study area and shown which materials offered the highest potential to increase the recycling yield if targeted by the campaign. A post campaign waste analysis would then have been able to track whether the residual waste contained a smaller proportion of the target materials. Unfortunately, the costs of waste analysis meant that monitoring in this fashion were outside the budget of the project for this campaign.

8.4 It is suggested that participation monitoring is not the best indicator of success due to seasonal variations in pre and post monitoring periods. To provide direct data comparisons pre and post intervention it is necessary to undertake the set out monitoring at a similar time of year. This is especially relevant where organics collections are being assessed. This means that the campaign and monitoring should be carried out over an extended period, (preferably over a year), to compare data from the same season. Due to the nature of this project and the timescales under which it was operated this has not been possible.

8.5 With a campaign such as this that is limited to a very short time period (i.e. one event) it is difficult to measure the impact of the event on the surrounding area. This is not necessarily a problem, and can in fact be seen as a positive in that additional households are receiving campaign information. There does, however, need to be an awareness that there is this possible crossover so that campaign communication materials do not contain information that is too area specific.

8.6 This campaign was hindered due to a change of Project Officer mid-way through the campaign: this resulted in a loss of continuity. It is important to make sure that the same officers work on the campaigns for the entire length of the project. This will improve trustworthiness and recognition from the residents as well as strengthen the relationship with community groups, existing networks and associations.

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