Recycling Resident Engagement Campaign 2023
Proposed Approach - Draft
SOSTAC – WASTE RECYCLING RATES LICHFIELD DISTRICT
S SITUATION Recycling rates are not at the levels we hope for and there is some negativity around recycling and waste
O OPPORTUNITY collection across the areas supported by the Joint Waste team. There are some residents that are not recycling
S STRATEGY effectively and education and engagement is needed. Residents believe they are “doing the job” of the council by
T TACTICS recycling.
Raise awareness of the reasons why we need to recycle and how to do it effectively and the shared impact that can be
achieved through appropriate recycling. Share how and why the council run a recycling service and how it helps the
community. Engage with audiences of all demographics and educate them about the service and how to recycle
effectively. Build a tribe of ambassadors supporting recycling and passionately sharing the messages.
Develop an engaging, easily understood campaign that is adaptable and relatable for all target demographics,
launch it across the Joint Waste area and continue to educate, inform and guide residents about good recycling.
Engagement and recycling KPIs will be set. Use the voices around the region to share their stories about
recycling and why it matters to the community. Use these stories for the campaign.
Design and deliver a suite of online and traditional collateral and deliver an ongoing campaign throughout 2023
including interactive website, online recycling game, posters, school / childrens’ campaign, newsletters,
influencers, celebrity endorsement, social posts, podcasts, video interviews and competitions, workshops
A ACTIONS The campaign will be broken down into key activities that will be shared across a project team.
C CONTROLS Regular reviews will be held to consider performance, refine activity and report on deliverables.
Approval for strategy and over-arching messaging will sit with the Chief Executive, Chief Operating Officer and
Assistant Director.Sign off from the cabinet portfolio owner will be sought before publication, Day to day
management approval will sit with the Communications Head.
Objectives of the Campaign
• Increase awareness of the reasons for recycling and how to do it effectively.
• Increase awareness of good recycling amongst four key target groups:
- children and young people
- people over the age of 65
- families
• Improve the volume of recycling – up by 5% each rolling month of 2023
• Improve the quality of recycling – reduced contamination by an agreed %
Campaign Style A
Why I recycle / #Togetherwemakeadifference
We bring to life the real people who recycle across the city and the reasons why they do it.
This builds on the TogetherWe theme and highlights the big impact that we can all make by working together to recycle better and to recycle
more. It builds on the concept that we all have a part to play in making a financial and environmental difference across Lichfield District.
It uses education at it’s core and uses graphics to show how to recycle effectively.
There is a version for residents and a brighter version for children aged 5 – 12.
Engagement with community groups and schools
Asking people why they recycle and using these as advocates in the campaign
- Recycling workshops – how to recycle well – offered to all schools in the district
- Followed by interviews with school age children asking them the question – Why do we need to recycle properly?
- Use the content of the interviews for the campaign – examples over
- Children will be sent links to the Waste Gobblers game to play to learn how to recycle properly
Lichfield District Council, Tamworth Borough Council and all of our
residents and businesses. TogetherWe can make a huge impact on our
costs and our environment.
Lichfield District Council, Tamworth Borough Council and all
of our residents and businesses. TogetherWe can make a
huge impact on our costs and our environment.
Lichfield District Council, Tamworth Borough Council and all
of our residents and businesses. TogetherWe can make a
huge impact on our costs and our environment.
Lichfield District Council, Tamworth Borough Council and all
of our residents and businesses. TogetherWe can make a
huge impact on our costs and our environment.
Lichfield District Council, Tamworth Borough Council and all of our residents and businesses
Campaign Collateral and Activity
Audience of advocates ready to support our campaign
Advocate Engagement
There are several recycling groups in and
around Lichfield District that we can engage
with to help disseminate the messaging.
We will reach out and meet with them and take
away sound bytes that can be used in the
promotional campaign.
We are then using the words of other people to
say why we should recycle efficiently.
Online Resource Centre – standalone website
Recycling Resource
Centre Website
This will be a standalone website where we can
include all things relating to recycling and can
show how we are comparing with other areas
of the country to elicit a competitive element.
We can also give ideas and support and can
build into a forum for ideas and discussions.
Engagement with schools and children
Waste Gobblers
Interactive Game
The game is aimed at 7 – 12 year olds and
teaches which waste items go into which
recycling receptacle.
The objective is to educate the children who
will then go home and share the messaging
with their parents and families.
We know that children are one of the biggest
influencers of family behaviours and educating
the children will drive better waste recycling
actions at home.
The cost of the game is only around £xxx and
we can share this with other councils too.
Digital and Printed Newsletter
Quarterly newsletter issued
- This will be issued via digital platforms but can be
collected from LDC House for those that want a
printed version.
- This will give updates on performance, highlight
competitions winners and give details of how to
recycle effectively.
Partner Support and Sponsorship
Part-funded by third party organisations
- We will seek funding from third party partners and businesses with a recycling focus
- They will be able to promote their brand in communications for the campaign
Press Engagement
Partnership and regular updates to press and media contacts
- We will work with local media outlets and influencers to spread the message and persuade people get involved
- We will hold a competition, LDC Recycling Heroes, for the most creative way to recycle, re-use, repurpose or reduce waste
- We will have some small paid ads in local printed publications
Timeline
Costs
Low cost campaign
- Internal creative and management
- Website – circa £5k budgeted
- Game – circa £1k budgeted
Total campaign budget £6k
We have the option to sell the rights to these collateral to other councils