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Hraee 2012


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Hraee 2012

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