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Keeping It Clean: Communicating Anti-Contamination Messaging in the New Recycling Reality

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Recycling Markets are changing, China's National Sword policy has tightened what is and isn't accepted in the recycling marketplace. Bottles, cans, plastic, all need to be clean, empty of food and liquids. Items need to be sorted into the right cart. So how do you communicate this to the public? Our presentation shows our work as well as that of a few haulers on ways to clearly communicate what can & can't be put in the cart.

Published in: Environment
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Keeping It Clean: Communicating Anti-Contamination Messaging in the New Recycling Reality

  1. 1. Keeping It Clean: Anti-Contamination Messaging
  2. 2. Who We Are
  3. 3. Public Sector Clients
  4. 4. Recycling Crisis Makes Mainstream News
  5. 5. Food and liquids in recycling containers Wish-cycling or just not caring to sort correctly Local Loads Contribute to the Crisis
  6. 6. Messaging: Highlights from Haulers
  7. 7. Messaging: Highlights from Haulers
  8. 8. Messaging: Highlights from Haulers Common Themes: • Empty • Clean • Dry • No bags/bagging • “Know what to Throw”
  9. 9. Palo Alto: Reducing Food & Liquid in Recyclables
  10. 10. Vivid Communication: How Clean is Clean?
  11. 11. Define Desired Behavior
  12. 12. To view the Videos from this Project visit: https://www.gigantic-idea.com/portfolio/zero-waste-palo-alto/
  13. 13. To view the Videos from this Project visit: https://www.gigantic-idea.com/portfolio/zero-waste-palo-alto/
  14. 14. To view the Videos from this Project visit: https://www.gigantic-idea.com/portfolio/zero-waste-palo-alto/
  15. 15. Enable the Desired Behavior
  16. 16. Take the Message to the (Real) People
  17. 17. Take the Message to the (Online) People Total Reach 210,955 10-Sec Video View from View Ads 40,501 Clicks from Website Click Ads 367 Budget $5,325 Facebook/Instagram Results
  18. 18. Take the Message to the (YouTube) People Video Impressions YT views Wet Your Whistle 142,874 12,061 Veggie Recycle Ready 162,405 10,527 Recycling is Going Fat Free 165,472 13,072 Total 470,751 35,660 Total Cost Cost Per View $2,112.61 $.06
  19. 19. Learnings: People See What’s Not There
  20. 20. Learnings: Opportunity for Engagement
  21. 21. Adjust Messaging to Address Concerns
  22. 22. Recycling Stream Contamination Livermore: Contamination in All Carts Organics Stream Contamination Missed Diversion Opportunity in Trash Show How to Separate & Sort Common Items
  23. 23. Binny and Residents Deliver the Message
  24. 24. To view the Videos from this Project visit:https://www.youtube.com/channel/UCauVIp2moL92GrfI5NyBnQw
  25. 25. Communications Best Practices • Local Relevance. Highlight commonly found issues (check your loads) • Establish Clear Expectations—align city & hauler messaging • Define desired actions (Pour, Wipe, Scrape) • Adapt culturally/languages if needed
  26. 26. Communications Best Practices: • Make it vivid—Show examples, demonstrate • It’s ok to create a sense of urgency, if situation is urgent • Address known sensitivities • Repeat, repeat—multi-touch
  27. 27. Questions? lisa@gigantic-idea.com

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