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Hraee 2012
Hraee 2012
Hraee 2012
Hraee 2012
Hraee 2012
Hraee 2012
Hraee 2012
Hraee 2012
Hraee 2012
Hraee 2012
Hraee 2012
Hraee 2012
Hraee 2012
Hraee 2012
Hraee 2012
Hraee 2012
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Transcript

  • 1. Talking Trash: Affecting Behavior Change Through Public Awareness Campaign
  • 2. Curbside Value Partnership (CVP)
    • CVP is a 501(c)(3) formed to help communities grow and sustain their curbside recycling program.
    • Partnership of public relations professionals, Keep America Beautiful, and other resource associations.
  • 3. Why?
    • Cost savings - $145/ton tipping fee
    • Tonnage dropped by 500 tons
    • Participation dropped by 6%
    • We are not professionals PR people
  • 4. Basics
    • What to I recycle?
    • When’s my collection?
    • How do I request a cart?
  • 5. Goals
    • Increase awareness
    • Reach for “low-hanging fruit”
    • Grow participation to 60%
    • Increase volume by 5%
  • 6. RecycleRightNorfolk.org
  • 7. Bus sides and billboards
  • 8. Bill inserts
  • 9. Postcards – new residents
  • 10. Booth banners
  • 11. Cart messages
  • 12. Pie pans hangers
  • 13. National advertising
  • 14. Did it work?
    • Recycling participation and tonnage dropped
    • SPSA to City of Norfolk changeover
    • November Nor’easter
    • December snowstorms
    • Collector death in February
    • Counting system
  • 15. Benefits
    • $40k in marketing and public relations support
    • Better aligned message
    • A sustainable campaign
  • 16. Coming up

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