CU Recycle Center

Bangkok, Apr. 9, 2009

TO: Dr. Kallaya Suntornvongsagul
ERIC Officer
Environmental Research Institution Chulalongkorn University
Sataban 2 building, Payathai road, Wangmai,
Patumwan, Bangkok 10330

Dear Sir:

We, the undersigned, offer to provide public communication plans to correct
the ineffective management and strengthen the existing operation of recycle sector of
Chulalongkorn University in accordance with you Invitation for Bids dated Mar. 12,
2009.

We hereby declare that all the information and statements made in this Bid are
true and accept that any misinterpretation contained in it may lead to our
disqualification.

If negotiations are held during the period of validity of the Bid, we undertake
to negotiate on the basis of the proposed staff. Our bid is binding upon us and subject
to the modifications resulting from Contract negotiations.

We undertake, if our bid is accepted, to initiate the waste management related
to the assignment not later than the date indicated in the advertisement of the
Invitation for Bids.

Yours sincerely,

Orakarn Chantaramungkorn
President
Why Waste?
Sap road, Sipraya, Bangkok 10500

Introduction
1.1 Introduction to Project

Project Background

Nowadays, mankind has achieved the power of progressing science and
technology to be able to supply raw materials to the world’s expanding market and
skyrocketing population. Supplying sector acts in accord to demand that has no
limitations – leading to excessive use of natural resources. Environment suffers not
only from human generated damages but also the following excretion and waste. It
has been estimated that an average person generates 0.8-1 kilogram of solid waste per
day. And this number is increasing at the average rate of 7 percent every year, as
estimated by Department of Public Cleansing (DPC), Bangkok Metropolitan
Administration.

Since solid waste relates directly and closely to mankind, as everyone is a
waste producer, it then becomes in local, national, regional, up to global scale
problem that urgently needs a solution. Chulalongkorn University, with its area of
1,154 rai, is no exemption. Number of personnel in faculties, departments, institutes,
demonstration school, and organizations together with students makes up a 40,000
people in this diverse community. The activities of each community member
contribute to around 2,970 tons of solid and hazardous waste the university has to
bear every year. Therefore, solid waste management is needed to reduce the cost the
university’s waste elimination and more importantly, to protect hygiene and health of
community members as well as environment they live in.

On the one hand, waste can be handled in many ways – open dumps, ocean
dumps, landfills, exporting waste or incineration. Nonetheless, these solutions are
what Professor Thanawan Sundhara at Environment Research Institute Chulalongkorn
University called “late pipe problem-solving” and they lead to pollution which can
harm the people as well. No wonder why they are the least preferred solid waste
management in the Solid Waste Management Hierarchy. On the other hand, the most
effective management lies in the “top pipe problem solving,” source rejection,
reduction and reuse, which are the most preferable solutions. Recycling is also added
into the CU Recycle Center’s strategic 4Rs plan; Reject, Reuse, Recycle, and Reduce.

In an attempt to make Chulalongkorn University a “green” campus, the
administration has initiated the CU-Envi Watch program, a program that tracks
environmental issue in the campus. Chulalongkorn University aims to develop a
sustainable development in the campus and make it as a “Better Place to Live” as one
of the university’s 100th Anniversary missions. The program’s prominent project, CU
Recycle Center, emerged on Jun. 5th, 2008 to build a systematic, effective and
environmental-friendly waste management program as well as promote voluntary
mind and participation in the community.

The concepts of Cu-Envi Watch program conforms with the Rio Declaration
on Environment and Development which is the result from 1992 Earth Summit in Rio
de Janeiro, Brazil. All 172,108 heads of state or governments, 2,400 representatives of
non-governmental organizations and 17,000 people attended the parallel NGO Forum
agreed on consensus to sustainable development and proposed waste management

plan to the world community. The aim was to produce least solid waste through 1P
3Rs theory; prevention, reduce, reuse and recycle. Similar to Chulalongkorn
University recycle sector, the Summit also values highly the cooperation among
community members such as governmental sector, private sector, NGOs and citizens.

Even though Chulalongkorn University has many good environmental
programs and projects, only few of community member acknowledge them.
Therefore, instead of invest large amount of money on new waste management
technology, communication is needed to strengthen ethics and moral of the
community member to combat with major components of the campus’s waste which
are paper and plastic.

Objectives

1. To implement public communication plan to sustainably strengthen the
operation of CU Recycle Center with particular focus on plastic and paper
recycling
2. To promote environmental sense and cooperation among Chulalongkorn
University’s personnel and students
3. To create awareness of CU Recycle Center and to get people separating their
trashes more

Project Location

CU Recycle Center’s five pilot recycling areas; Faculty of Laws, Faculty of
Communication Arts, Faculty of Education, Chulalongkorn University Demonstration
School, and Chulalongkorn’s dormitory.

Scope of Study

Why Waste? aims at creating an effective public communication plan to
sustainably strengthen the operation of CU Recycle Center with particular focus on
plastic and paper recycling without any interferences of the existing management
which is bound by law and regulations. Nonetheless, as a well-respected waste

management company, we also included practical suggestions in terms of
management and policy that will enhance and strengthen the recycle practice in the
future.

1.2 Company Profile

Why Waste? Inc. is the leading provider of comprehensive waste and
environmental services worldwide. The company is strongly committed to a
foundation of financial strength, operating excellence and professionalism.

Why Waste? tailors its services to meet the needs of each customer group
and to ensure consistent, superior service at the local level. Headquartered in
London, the company's network of operations includes 354 collection operations,
341 transfer stations, 277 active landfill disposal sites, 16 waste-to-energy plants,
105 recycling facilities (30 of which are single-stream technology), 108 landfill gas
projects with 10 more slated for construction in 2008, and 6 independent power
production plants. These assets enable Why Waste? to offer a full range of
environmental services to nearly 20 million residential, industrial, municipal and
commercial customers.

Values and Beliefs

Since our establishment, Why Waste operations and investments both
locally and internationally has always contained our three-benefit philosophy.
Passionately embedded into our everyday working life, our businesses and
affiliates with more than 50,000 employees worldwide firmly uphold that our work
must serve as a:
• Benefit to the Country
• Benefit to the People
• Benefit to the Company

Corporate Culture

How we work sets us apart from our competitors. Adhering to six
guiding principles, our working environment constantly involves:
• Professionalism
• Product innovation
• Customer satisfaction
• Versatility and adaptability
• Quality products at lowest prices
• Dedication and loyalty of the workforce

Why Waste?'s environmental initiatives have drawn recognition numerous
times from organizations such as the U.S. Environmental Protection Agency, the
U.S. Department of Energy and the Wildlife Habitat Council.

Waste Management Operations:

Collection
Why Waste? provides solid waste collection services to millions of
customers across South East Asia, ranging in size from the single residential
subscription to large national customers requiring comprehensive, one-source
waste programs to serve hundreds of locations. With about 22,000 collection and
transfer vehicles, the company has the largest trucking fleet in the waste industry
and collects nearly 74 million tons of solid waste per year.

Transfer
With much of the waste collected by Why Waste? going to its own
landfills, a supporting network of transfer stations provides an important link for
efficient disposal. Why Waste? has strategically located transfer stations to
consolidate, compact and load waste from collection vehicles into long-haul
trailers, barge containers and rail cars for transport to landfills.

Disposal
Why Waste? operating the largest network of landfills in its industry
manages the disposal of more than 116 million tons of waste per year. The
company operates its sites according to standards of safety and environmental
compliance that go beyond regulatory requirements.

Why Waste? is focused on solutions that impact the future of solid waste
management, including Next Generation TechnologySM, which accelerates the
decomposition of organic waste so that it occurs within years instead of decades.
Currently, the company is conducting research to confirm the environmental
benefits of this alternative method for managing landfill waste.

Recycling
As the largest recycler of municipal solid waste in South East Asia, Waste
Management processes 8 million tons of recyclable materials each year. Through
the resources of Why Waste? Recycle South East Asia, we provide cost-efficient,
environmentally-sound recycling programs for municipalities, businesses and
households across the region.

Renewable Energy
For many years, Waste Management has worked with businesses, industries
and public utilities across South East Asia to develop beneficial use projects from
landfill gas. This gas is a reliable, renewable energy source that is produced
naturally as waste decomposes in landfills. When collected, it can be used directly
as medium Btu gas for industrial use or sold to gas-to-energy plants to fuel engine
or turbine-driven generators that produce electricity.

In addition, our waste-to-energy subsidiary, Wheelabrator Technologies,
owns or operates 16 plants that can process up to an aggregate of 21,000 tons of
waste per day and generate more than 650 megawatts of electricity. This is enough
clean energy to replace more than 6 million barrels of oil and power 600,000
homes per year.

Accomplishments:
Drawing on our resources and experience, we actively pursue projects and
initiatives that benefit the waste industry, the communities we serve and the

environment. Waste Management works to make a positive difference for the
environment in every aspect of its business.

• We recover and process methane gas, naturally produced by decomposing
waste in landfills, into an energy source for generating power. We currently
supply enough landfill gas to create more than 450 megawatts of green
energy that could power about 400,000 homes or replace about 7 million
barrels of oil per year or 2 millions tons of coal per year.

• With 425 vehicles now converted from diesel fuel to clean-burning natural
gas, we operate one of the nation's largest fleets of heavy-duty trucks
powered exclusively by natural gas.

• We have taken a leadership role in promoting the recycling and reuse of
materials that would otherwise end up in landfills. Waste Management,
combined with its wholly owned subsidiary WM Recycle America, is
North America’s largest recycler. We process 5.5 million tons of
commodities each year, saving approximately 41 million trees through
paper and cardboard recycling alone.

• Through its waste-to-energy plants, WM uses solid municipal waste to
generate power. This reduces the volume of the waste by 90 percent and
saves space in local landfills while providing an economical alternative to
the use of fossil and nuclear fuels.

• WM partners with communities, government and industries to redevelop
closed landfill sites into recreational and commercial facilities such as
parks, athletic fields, campgrounds and golf courses.

• Across North America, we work with environmental groups to set aside
land to create and manage wetlands and wildlife habitats. Our landfills
provide more than 17,000 acres of protected land for wildlife; 24 landfills
are certified by the Wildlife Habitat Council.

• WM helped found the Chicago Climate Exchange, an organization
established to provide a voluntary marketplace for reducing and trading
greenhouse gas emissions.

In-house Departments

Why waste does not only offers a strong and efficient waste management
service to its customers, but we also other specialized services from each of our in-
house departments. At Why Waste, each departments work together as a team and
thrive to produce the best services to the clients.

Our other departments include:
• Integrated Marketing Communication Department
• Social and Development Department
• Research and Development Department
• Accounting

Our people make the difference. We are passionate about what we do and
thrive on the success of our clients. We continuously work with our clients to ensure
customer needs are met and results obtained.

We are strong believers of integration and were an “integrated marketing”
agency before it became fashionable. Our philosophy has always been that by
integrating our creative through all media, tradeshows, sales pieces and corporate
literature, not only would our clients messages be more consistent and effective, but
also more cost-efficient.

We believe that by offering a single-source solution, our clients can take
advantage of the most effective, cost-efficient and measurable marketing solution.

Our well-built Research and Development department allows us to gather
insight so we can better understand what our clients’ customers and prospects want
and need from our clients’ brands. We then develop and deliver relevant and effective
key messages which resonant with our targets and influence them to buy our clients’
brands. !We integrate many of our services so that our clients can reach their
objectives, grow their business and increase their ROI. We do this by maximizing
efficiencies – saving time and money.

Company’s Awards and Accomplishments

To ensure our highly valued credibility, Why Waste is well trusted among
leading organizations around the world, especially in Thailand. With over 200 clients
since our establishment, we have uplifted many of our key clients’ positioning in their
market and become a part of their success.

The Charoen Pokphand Group is the largest business
conglomerate in Thailand. Its largest subsidiary is Charoen
Pokphand Foods, which achieved 116.5 billion baht in
revenue in 2005, earning a profit of 6.747 billion baht. Apart
from agribusiness, the family-owned conglomerate's interests
range from retailing, as the franchisee of Thailand's 7-Eleven
stores, to telecommunications, as the owner of True
Corporation, a mobile telephone service provider, Internet
service provider, and cable television company.

The Siam Cement Public Company Ltd.
is the largest cement company in
Thailand.Since its founding, Siam Cement
has diversified, under the name Siam
Cement Group (SCG), to meet the needs of
Thailand’s growing economy, establishing
and participating in new industries as
technology and market demand warranted.

PTT Public Company Limited, PTT PCL, or
simply PTT, is a Thai state-owned SET-listed oil

and gas company. Formerly known as the Petroleum Authority of Thailand, it owns
extensive submarine gas pipelines in the Gulf of Thailand, a network of LPG
terminals throughout the Kingdom, and is involved in electricity generation,
petrochemical products, oil and gas exploration and production, and gasoline retailing
businesses. PTT is one of the largest corporations in Thailand.

Thai Airways International Public Company
Limited is the national carrier of the Kingdom of
Thailand. It operates domestic, regional and
intercontinental flights radiating from its home
base in Bangkok to key destinations around the
world and within Thailand. The company's fully
paid up share capital amounts to 16,988,765,500 Baht (9 May 2005) and is 53.77%
owned by the Ministry of Finance, the Thai Government.

Awards
THE GREEN APPLE ENVIRONMENT AWARD FOR ENVIRONMENT
BEST PRACTICE
One of the biggest, longest established environmental award schemes in the UK.
Feeder scheme into the RSA European Business Awards for the Environment. One of
the most prestigious awards, yet still no entry fee.
THE GROSVENOR BEST LOCAL AUTHORITY INITIATIVE (NATIONAL
RECYCLING AWARDS)
One of 10 awards to recognize excellence in recycling and sustainable waste
management.
CLEANER SAFER GREENER NETWORK AWARDS 2006
The award recognizes and rewards excellence and innovation in improving local
environmental quality. The award scheme exists to share good practice so that all
CSG Network members can learn from each other.
Winning such a prestigious and visible award demonstrates to the public, staffs,
stakeholders and customers that Why waste are taking your environmental
responsibilities seriously.
AWARDS FOR EXCELLENCE - COMMERCIAL WASTE MANAGEMENT
INITIATIVE
Recycling in the commercial and industrial sector is seeing added impetus, driven in
part by legislation and a growing awareness of the economic gains that can be made.
HAND IN HAND AWARD - WASTE MANAGEMENT
The award recognizes businesses and organisations that have improved their
economic efficiency or performance through actions that have simultaneously
enhanced the South West's environment.

Other awards:
EARTH SUMMIT 2002 SUSTAINABLE DEVELOPMENT AWARDS
2008 GREEN AWARDS FOR CREATIVITY IN SUSTAINABILITY
EDIE AWARDS IN ENVIRONMENTAL EXCELLENCE
SAFER GREENER NETWORK AWARD - PUBLIC CONSULTATION

1.3 Conformity with TOR

Why Waste submits this bid in conformity with TOR as listed below.

1. Why Waste has compiled background information including;
- review existing documents relevant to the waste generation, collection and
recycle in Bangkok and CU including laws, regulations, and permit
requirements
- collect basic data focusing on recycle waste and activities
- compile the collected information to the operation of waste recycle sector of
CU

2. Why Waste has analyzed options for enhancing recycling including;
- analyze the problems found retarding the sustainability of the Solid Waste
Recycle of CU
- analyze the possible public communication methods for enhancing the existing
recycling operation of CU. The analysis will be undertaken with respects to
the social values, economical budget, available technology and university
capability.
- Recommend the practical methods for enhancing the recycling activities and
also with lowest budgets. Select the best communication method with
objectives, advantages and disadvantages.
- Propose planned activities of the best method that shall be conducted in the
year of 2010

Project Description
2.1 Project Necessity

Chulalongkorn University has to bear both physically and financially for the
management of as much as 2,970 tons of internally produced waste annually. Chula
community members may suffer from lack of sanitation, disturbing odors and
diseases, so waste management is needed. Chulalongkorn Administrators have spotted
the problem and introduced many projects and regulations in response. However, to
reduce the burden from waste effectively, according to Factors for Success Chart,
what the university lacks is an effective and practical Public Relations campaign to
strengthen the university’s policy and have students and staffs use the waste container
provided. These three factors will help trigger Chula community to a green society.

Not only can Chula community can initiate green movements internally, but
Chulalongkorn University as one of the most respected institution in Thailand and a
huge waste producer must help bring better welfare to Thai society as a whole. For
example, it is predicted that in less than 10 years from now, BMA will run out of its
landfills. Landfill sites also emit methane, a powerful greenhouse gas. Chulalongkorn
University should implant environmental values to its students and staffs to fulfill its
mission and, on the same time, be a role model for other institutions and organizations
in Thailand in accordance to the 100th Anniversary conference of Chulalongkorn
University. The particaipants has noted the importance of educating Chulalongkorn
University students to be competent members of the society. However, knowledge
alone cannot make one a good social agent. Environmental issues are not creating
concerns all around the globe and its damages have cost many lives and large amount
of money. Without environmental consciousness, people will destroy their own
natural resources, which can have disastrous effects on the next generations.

Benefits from recycle

Recycling Conserves Resources
When we recycle, used materials are converted into new products, reducing
the need to consume natural resources. If used materials are not recycled, new
products are made by extracting fresh, raw material from the Earth, through mining
and forestry.

Recycling helps conserve important raw materials and protects natural habitats for the
future.

Recycling saves energy
Using recycled materials in the manufacturing process uses considerably less
energy than that required for producing new products from raw materials – even when
comparing all associated costs including transport etc.

Plus there are extra energy savings because more energy is required to extract,
refine, transport and process raw materials ready for industry compared with
providing industry-ready materials.

Recycling helps protect the environment
Recycling reduces the need for extracting (mining, quarrying and logging),
refining and processing raw materials all of which create substantial air and water
pollution.

As recycling saves energy it also reduces greenhouse gas emissions, which
helps to tackle climate change. Current UK recycling is estimated to save more than
18 million tonnes of C02 a year – the equivalent to taking 5 million cars off the road.

2.2 Study Tasks

Social Study
Paper Habit

Objective: The objective for this study is to identify how people consume and use
paper in their everyday lives. Moreover, it shows which group of people uses papers
the most. This helps us to communicate directly to the target group; therefore, enables
us to launch an effective recycling campaign. This study also helps us to better
understand people’s attitudes toward recycle and how much they collaborate to help
recycling papers.

Sometimes it can be difficult to relay to people just how much we consume;
particularly those of us in developing countries. While purchasing green this and eco-
friendly that are all well and good; one of the root causes of our environmental
problems is hyper consumption. We simply buy too much of what we don't need and
often even what we don't really want.

Remember that hyper consumption can also extend to buying "green". Our
thinking is that if something is labeled environmentally friendly, then we can use
more of it, but we really need to bear in mind that however earth friendly a product
may be, it still requires energy to produce, resources to create and transport to get it to
us. Even in the world of green shopping it's still a case of everything in moderation.
In order to launch an effective recycling campaign, we have to study in many areas
including social study which is the process of learning people’s behavior. Social
studies provide a broad overview of human behavior.Since our topic is about recycled
waste; the study is aimed at studying paper habit and plastic habit of people.

Paper habit is the study about how people normally use paper. Nowadays,
there are many paper industries in Thailand that have risen continually. People use
more paper each day. Therefore, we would like to identify the broad overview of
paper habit.

To study habits, we need to conduct surveys through conversations, reviews of
existing reports, observation and interactive surveys.

From conversations with different people including students in different ages,
and staffs, we have found most of the people use at least 10 papers regularly. Students
are seems to use more paper than other people, especially university students because
they often copy notes from their friends. Also, most professors prefer to give hand out
to students in class in stead of using a book according to convenience and
effectiveness. Besides, all those papers are not recycled paper. For education, using
recycled paper is not suitable because most people might think that recycled paper is
not clean and clear enough.

From the observation, only a few students use recycled paper. Some students
agree that they prefer to use a new one, and they also reveal that they have many
papers left with one page used only. However, there are many students who do care
about recycling paper since they have known lots of recycling campaign from the

media and also the increase in environmental problem which is a result of too many
wastes these days. They feel that it is not a big deal to reuse papers since regular
papers have two pages. We should use as much space as we can to reduce the amount
of paper. Some students use one paper two times, and some keep all used papers in
one place for using it again.

Recycling facts and figures
On average one tree can be used to create an approx 80,500 sheets of A4 paper. This
may sound like a vast amount but that actually 786 million trees just to keep the
world in paper for one year.
This is not so surprising when you realize that over 150 billion newspapers are sold
across the world every year, and that’s before we start to look at glossy magazines and
books.

• 10-15% of an organizations revenues are spent creating, managing and
distributing documents
• 60% of people's time is spent working with documents
• 75-85% of business documents are in paper form
• The average document is copied 5 times
• 90% of a business's information is in documents, not databases

In the mid-19th century, there was an increased demand for books and writing
material. Up to this time, paper manufacturers had used discarded linen rags for paper,
but supply could not keep up with the increased demand. Books were bought at
auctions for the purpose of recycling fiber content into new paper, at least in the
United Kingdom, by the beginning of the 19th century.
Internationally, about half of all recovered paper comes from converting losses (pre-
consumer recycling), such as shavings and unsold periodicals; approximately one
third comes from household or post-consumer waste.

Some statistics on paper consumption:
• The average per capita paper use in the USA in 2001 was 700 pounds
(320 kg). The average per capita paper use worldwide was 110 pounds
(50 kg).
• It is estimated that 95% of business information is still stored on paper.
[Source: International Institute for Environment and Development (IIED)
Discussion Paper (IIED, London, September 1996)]
• Recycling 1 short ton (0.91 t) of paper saves 17 mature trees, 7 thousand US
gallons (26 m3) of water, 3 cubic yards (2.3 m3) of landfill space, 2 barrels of
oil (84 US gal or 320 l), and 4,100 kilowatt-hours (15 GJ) of electricity —
enough energy to power the average American home for five months.
• Although paper is traditionally identified with reading and writing,
communications has now been replaced by packaging as the single largest
category of paper use at 41% of all paper used. [Source: North American
Factbook PPI, 1995. (Figures are for 1993)]
• 115 billion sheets of paper are used annually for personal computers [Source:
Worldwatch Institute]. The average daily web user prints 28 pages daily
[Source: Gartner group and HP]
• Most corrugated fiberboard boxes have over 25% recycled fibers. Some are
100% recycled fiber.

Plastic Habit

Objective of the Study: This plastic habit study is aimed to recognize how much students
in the university use plastic bags and how often. By carrying out this study, we are
able to acknowledge that some students are aware of the environmental problem
caused by the plastic bag and chose to avoid using them. This study also guide us
what kind of applications plastics are being used in and how much they are being
consumed. This will make it easier for us to establish a campaign that will effectively
get rid off the plastic wastes in the university.

During June to September 2009, we have studied the behavior of students and
staffs around five major locations in Chulalongkorn University which are (1) Faculty
of Law, (2) Faculty of Communication Arts, (3) Faculty of Education, (4)
Chulalongkorn University Demonstration School and (5) Chulalongkorn dormitory.
We’ve found through observations, interviews and surveys that plastic bags have
become ubiquitous and regularly use by many students because they are lightweight,
cheap and functional. Plastic bags are widely used for containing and transporting
foods, produce, powders, ice, chemicals, waste, etc. Of all 40 students and staffs
interviewed and 26 reply from online surveys, average of use of plastic bags is 3
plastic bags per day with only 10 percent reusing them sometimes. The highest
contribution to plastic bags usage is to carry food and fruits, therefore they cannot be
recycled or reused.

However, many restaurants, shops and Seven Elevens try to stop offering
plastic grocery bags due of concerns about their environmental impact. Moreover, 27
percent students who concern about global warming are saying no for plastic bag.
Packaging represents the largest single sector of plastics use in the University. The
sector accounts for 35% of Chula plastics consumption and plastic is the material of
choice in nearly half of all packaged goods.

Plastics are used in a wide range of applications and some plastics items, such
as food packaging, become waste only a short time after purchase. Other plastic items
lend themselves to be reused many times over.

Recycling Study
The objective: assess the psychometric properties and the utility of a questionnaire
devised to investigate campus recycling, and to consider the results in the light of
current theories with a view to informing interventions

1. Secondary Source
We studied wide ranges of studies and researches concerning recycle practices within
Chulalongkorn campus, BMA and Thailand in order to gain important facts and key
insights of involvement of people in recycle practice.

2. Primary Source

Interview
In order to develop an effective public communication plan that attacks the
core problems, fully understand the existing recycle sector in Chulalongkorn
University is needed. Why Waste? Team had arranged interviews with key personnel
involving directly to the project such as Director of CU Recycle Center, Professor
Thanapan Sundhara, and Campus Maintainance Office.

By learning from real experiences with people who drive the CU recycle
project, Why Waste could understand more about its target and identify their
motivations in order to develop the plan suit for them.

Survey
The recycling attitudes survey is a program of research by Why Waste? into
public attitudes towards environmental issues and the psychological and social factors
associated with different forms of environmentally relevant behaviour. This research
programme is specifically concerned with factors associated with campus recycling
behaviour. In order to get attention and to save natural resources, we decided that our
surveys would come with recycled or used paper.

The main aims were to assess the psychometric properties and the utility of a
questionnaire devised to investigate campus recycling, and to consider the results in
the light of current theories with a view to informing interventions. A total of 252
completed questionnaires were returned by 11 November 2009. Participants were
drawn from the scope area including, Faculty of Law, Faculty of Communication
Arts, Faculty of Education, Chulalongkorn University Demonstration School, and on-
campus dormitories in recycling sector of CU Recycle Center. The sample consisted
of 252 participants. Of these, 64% (160) were female, 36% (90) were male. Ages
ranged from 17 years to 50 years, with a mean age of 36.13 years (SD = 14.72). Only
one per cent (2) of participants indicated that they had some involvement with
environmental organisations, mostly at a voluntary level.

Around 16% of participants had separated their waste into categories at least
some of their newspapers, glass, aluminium and plastic in the three months prior to
data collection, with most participants using bins provided. However, only 5 per cent
of them collects recyclable waste and sell at CU Recycle Center despite the fact that
rather more participants (54%) indicated some intention to recycle these waste items
in the month following data collection. The most frequently endorsed reasons for
recycling were ‘to conserve the earth’s resources’ (85% - 93%), ‘because it’s easy to

do’ (67% - 79%), and ‘because it’s a habit’ (68% - 77%). Of the reasons for not
recycling, the most frequently endorsed were as follows: ‘recycling facilities are not
easily available’ (80% - 84%), ‘there are no local collections’ (70% - 73%), ‘I’m not
in the habit of doing it’ (64% - 68%), and ‘it doesn’t occur to me to do this, or I
forget’ (61% - 65%).

Principal components analysis of prompts and barriers produced two and four
factors respectively. The prompt factors were characterised as follows: to make
money/to make a good impression (external reasons and social pressures); and
habit/to conserve the earth’s resources (habit/belief). The first two barrier factors were
characterised as follows: ‘it doesn’t occur to me/I forget’ (I don’t think about it); and
‘there are no local collections or facilities’ (it isn’t easy to do). The other two barrier
factors were more difficult to interpret, but the third appeared to reflect a feeling that
recycling was not important to the participant. These factor scores were used in
further analysis, but the weaknesses of the factor structures were acknowledged.
The attitudinal/social variables were also subjected to principal components analysis,
and the results were more satisfactory. The first factor was characterised by positive
feelings towards recycling, a sense of responsibility, a sense of social support for
recycling, and a sense of self-identity. The second factor was characterised by having
opportunities to recycle and finding it easy in the following month, and was thus a
reflection of perceived behavioural control over recycling. The third factor reflected
social pressure to recycle (but not a sense of control over this), while the fourth factor
centred on recycling if there were penalties or if paid (but a sense of identity as
someone who does not recycle). Scores on the

The analysis centred on the factors related to intentions to recycle and past
recycling behaviour. The results indicated that both past recycling behaviour and
intentions to recycle were related to age (with younger people as Chulalongkorn
University Demonstration School students being more likely to separate trashes
and/or recycle). Past recycling and intentions were also related to positive feelings
about recycling, to finding recycling easy to do (perceived behavioural control) and to
involvement in environmental groups (with those recycling most or all of their waste
expressing more positive feelings, indicating that they found it comparatively easy to
do, and being more likely to have an involvement in environmental groups). Further,
those recycling most or all of their campus waste, and intending to do so in future,
were more likely to indicate that they had recycled out of habit and to conserve the
earth’s resources, and they were less likely to have failed to recycle because they
forgot/couldn’t be bothered, or because there were no local collections or facilities.
The results of the discriminant function analyses indicated that when all other relevant
variables were statistically controlled, those who had some intention to recycle were
more likely to have recycled in the past, they were more likely to have recycled out of
habit and to conserve the earth’s resources, and they were more likely to find
recycling easy to do (perceived behavioural control). Those who had not recycled
anything in the previous three months were less likely to have recycled out of habit or
to conserve the earth’s resources. More informatively, with this and the demographic
variables controlled for, they were more likely to have failed to recycle because they
forgot or couldn’t be bothered, and they were less likely to feel that recycling was
easy for them to achieve (perceived behavioural control).

A large number of participants (44%) provided written comments on their
questionnaires. The majority of these comments focused specifically on factors which
would improve their own and other people’s recycling behaviour, typically through

the improvement of campus recycling facilities and the provision of regular collection
services. Some participants commented on the need for education and the raising of
awareness of recycling and other environmental issues, while others took a broader
view of the problems (often economic) associated with environmental issues. A
number of comments were related specifically to the structure of the questionnaire,
although, interestingly, some participants mentioned that the questionnaire itself had
reminded them of the importance of recycling.

Many participants commented on the problems they had with finding
recycling facilities, and it was clear that most had little or no access to the Recycle
Center. There is strong evidence to suggest from the current study that if the
organisational structures were to be put into place, people in Chulalongkorn
University would make good use of them. Even though there was a low level of
awareness of existing recycle and other environmental projects in Chulalongkorn
University, there was a high level of awareness of the importance for recycling. In
addition, many of our participants made it clear that they wanted to do more in the
way of recycling.

Under the current circumstances, with a lack of facilities, it was not surprising
that attitudinal, social and educational issues were less important in determining
actual behaviour. However, these factors did vary significantly across groups of
recycling behaviours and intentions, and when recycling is relatively easy to do,
attitudes and social factors are likely to play a more substantial role. The current
literature (e.g. Terry et al., 1999b; van Knippenberg, 1999) suggests that social
factors, in terms of identification with social groups, may play a crucial role in
determining the acceptance of information and persuasive material, and in translating
that acceptance into behaviour. This is consistent with the results of the current study,
in which it was found that social support and self-identity differentiated between
recycling groups (as part of the ‘positive feelings’ measure), whereas perceived social
pressure (without identification) did not.

Communication Study
Objectives: Communication study is a key to success in our campaign. It is used to
assemble information needed in tailoring the use of a variety of communication tools
and the use of message strategies to produce the most impact on target audiences
which is Chulalongkorn University students and staffs.

This exploratory study of media’s impact was designed to unfold in two major
phases. The first phase, which began in March 2004 and ends with this report, was
designed to be a learning process that would inform the building of a framework, or
model, for measuring media’s and message’s impact on Chulalongkorn audiences and
channels of distribution. While ultimately dependent upon findings from this first
phase, the second phase was originally conceived to be a testing process, whereby we
would pilot test our model in the recycle sector, (1) Faculty of Law, (2) Faculty of
Communication Arts, (3) Faculty of Education, (4) Chulalongkorn University
Demonstration School and (5) Chulalongkorn dormitory in order to see how well the
model captures desired media and message impact – creating awareness about the CU
Recycle Center and educating the recycling practice to students and staff at
Chulalongkorn University.

For the first phase of this study, we drew upon two primary categories of data.
The first category was existing research literature on media specifically in
Chulalongkorn campus, BMA and Thailand, as well as on impact studies from related
areas such as community development, mainstream and alternative media, social
marketing, and social movement/advocacy. Our literature review helped to inform the
overall design and direction of the study, as well as our public communication plan
presented former in this report. The plan is our way of positioning media within the
broader media landscape, as well as organizing our findings on potential versus
observed media and message impacts. The plan was also informed by our second
category of data—primary data.

We gathered the input and expertise of various stakeholders in the media field
about measuring media’s impact on Chulalongkorn audiences and channels of
distribution.

Specific primary data sources included the following:

Observation
During June to Septermber 2008, we study the actual behavior of students and staffs
in naturalistic settings in order to get the closest information to the reality. We aimed
at observing media behaviors of people in Chulalongkorn University; how they pay
attention to different media, how many people exposed to the media, what message
can capture their interests the most, how they responds to certain media and messages.

Interviews
In August and September 2004, we held in-depth interviews with 18 media
practitioners, intermediaries, and researchers. Respondents were asked about: targeted
levels of impact of available media in the campus; challenges and strategies in
different media; suggestions and ideas for most effective communication plan in the
campus; and important impact studies and/or measurement tools they could

recommend. We aimed to secure input from Chulalongkorn community directly
involved group of media organizations.
Online survey. Deciding not to create paper waste ourselves, in August 2004, we
launched an online survey of Chulalongkorn campus media and message. Our broad
aim was to conceive and measure impact of each media available in the campus and
potential effective messages on identified target audiences and channels of
distribution. The survey gathered descriptive information from each respondent, such
as media type, reach, frequency of exposure, and impact focus so that we can tailor
our campaign to best match with the audiences. The survey used a range of question
types, including multiple responses and open-ended responses. We emailed the online
link to the survey to 224 students and staff, a portion of which were provided by
Management Offices of faculties, demonstration school, and dormitory, as part of
their effort to contribute to CU Recycle program. We also utilized a snowballing
technique, in that the original recipients of the survey were asked to pass the survey
on to their colleagues in the focus area in recycle sector. We ultimately received 58
responses, representing an overall response rate of 26 percent. In order to ensure that
all recipients met our working definition of media and message, we included in the
survey an upfront question designed to weed out those respondents who did not meet
this definition.

2.3 Strong Points/Strategies

Integrated Marketing Communication
Integrated Marketing Communication, or what the Advertising Age called it
the single most important influence on strategic decision-making today, is applied to
Why Waste’s public communication plan. The principal benefit derived from the
integration of marketing communication is the synergy. Synergy has been described
as the 2+2=5 phenomenon. By bringing together the various facets of marketing
communications in a mutually supportive and enhancing way then the resulting
'whole' is more then the simple sum of its parts." (Pickton and Broderick 2001). Each
element enhances and supports the other.

Why Waste? recognizes the need to plan and build-up all relevant marketing
communications so that they can work together in harmony to greatest efficiency. Our
communication plan is designed to bring out the most competitive advantages of each
medium available in Chulalongkorn University to establish meaningful dialogue with
audiences and deliver ‘the right message to the right person at the right time.’ The
campaign also maintains relationship with audiences by constantly reminding them
with recycle practice and CU Recycle Center. This can be seen when looking at our
television advertisement and the images and messages carried through it. Even though
messages are delivered through various media, with the use of IMC, they remain
consistency. Consistency is a significant key for the program achieve its goal because
audiences will not get confused with scattered messages and they will remember and
recall the messages easier.

Psychological approach
In order to achieve the most effective outcome, when choosing messages to
deliver, we not only carefully assess our target audiences but also study the best
approach to get the messages to their minds. We studied many significant researches
and studies in psychology field and come up with the most practical plan in three
critical phases; create awareness phase, educate phase and feel good phase.

The first phase, create awareness phase, stems from the theory that familiarity
breeds liking and positive attitude, which can lead to desired actions. In this stage, we
will launch our IMC plan through various media so that people in Chulalongkorn
University will be exposed to our messages as frequent as possible.

The second phase, educate phase, conforms to the evidence that people are
more open to and seeks information that is in accord with their attitudes or preference.
Positive attitudes towards the campaign, CU Recycle Center and recycle practice that
we have built during the first phase will help the audiences to be more receptive and
responsive to the more informative information in this stage, while remaining
consistency in the message.

The last phase, feel good phase, lies on the techniques of post-marketing
communication widely used in global market, which mainly relies on two studies;
(1) One will seek information to reduce one’s cognitive dissonance. People sometimes
think that they could have made a better choice, same as recycling people. Some of
them may feel what they received whether they are emotionally or financially are not
worth their efforts. Our campaign will focus on reminding good feeling that they may
gain from the project. (2) If one associates good feeling with an action, one will keep

doing it. Therefore, during this phase, we will promote benefits participants received
after joining the program such as pride and self-respect of helping the campus green.
Our main goal at the end of communication plan is to keep community members to
continue separate trash and recycle even if there will be no promotion in the future.

Creative use of communication tools
Because of today’s media clutter within Chulalongkorn campus; for example,
walls are full with different posters each fighting for attention, community members
hardly notice or pay attention to any of them. Therefore, we come up with creative
uses of media to get out of the clutter and deliver desired message directly to desired
target audience. Promoting with the famous and well-respected Chulalongkorn
University Cheer Leader or providing car tag are ones of them. Club activities not
only help reduce the cost of hiring staff but also, more importantly, encourage a
sustainable recycle practice among members of Chulalongkorn University. More
detailed is elaborated in Work Plan section.

Environmental friendliness
We practice what we preach. We promote recycle practice so we aimed not to
create waste and harm the environment ourselves during research and campaign. For
example, we used e-mail and recycled/reused papers rather than new ones for our
surveys in recycling study and communication study. Furthermore, we tried to
minimize the number of papers used in the communication plan and emphasized on
other media such as reusable cutouts, TVC, radio spot or events which do not require
as much natural resources.

Work Plan
1.1 Tasks

This communication plan will be placed in 5 different locations; Faculty of Laws,
Faculty of Communication Arts, Faculty of Education, Chulalongkorn dormitory, and
Chulalongkorn University Demonstration School.

Our campaign will be divided into three different phases. These phases will have
different objective and purposes that will work together as a whole to achieve our
main goal, which is to get people separating their trashes more. We believe that by
changing the campaign, we will generate interests among the target audience and
therefore lead to our desired result more effectively than if we were to use one
campaign for the whole year.

Phrase one
In this stage, the campaign will focus on creating awareness among the target
audience about the Chulalongkorn recycling centre as well as promoting the habit of
separating trashes. Cutouts and print ads are used to promote the recycle centre to
encourage more people to participate in the trash-selling program on Wednesdays at
Faculty of Education. Moreover, new modernly designed recycle rubbish bins,
together with cutouts, will be placed in 5 significant locations in the scope of work to
persuade people to separate their trashes more. A Television Commercial (TVC) will
also be aired in the Chulalongkorn TV network, U-network, to reinforce the
importance of recycling and separating garbage. In addition, as our campaign will
start in January, the same month as the annual Thammasat-Chula football match,
we’ve come to realize the impact that CU Cheerleaders have on our target audience in
this period of time. Therefore, we will also be using CU cheerleaders as the campaign
presenters to promote and gain publicity for the campaign. The campaign’s print ad
will also be featured in the university’s famous magazine, BAKA.

Phrase two
In this stage, the campaign will focus on educating people about the alternative ways
of making contribution to save the environment. By using cutouts and events that will
go around the scope of work, the four R’s, recycle, reduce, reuse, and reject, will be
put into play. Also, as this is the time where new freshmen are coming into the
university, this is therefore a great opportunity to induce the newcomers to make
contributions and make them feel that recycling is part of being a Chula student. A
booth will be put up in the day of the CU first date which will feature many fun
activities and games about recycling and separating trashes. Not only this will
promote the campaign to the students, but also by using activities and games, this will
help to get the message get through to the young teens. TVC will continue to be aired
on the U-network and the campaign’s song will be launch as a radio spot on the CU
radio to, again, get through to the audience.

Phrase three
In this stage, the campaign will focus on reinforcing and encouraging the target
audience to continue to pursue the habit of recycling and separating their trashes. The
objective of this post communication stage is to make the participants feel good about
themselves and that their participations are appreciated. By making they feel good
about what they’ve done; this will help participants to be more likely to continue the

habit of recycling and separating their trashes as their contributions are seen and
significant. Again, cutouts will be used to get the message across. Moreover, a print
ad will be placed in different faculty’s magazines and TVC will continue to be aired
in the U-network. Moreover, the ‘I can recycle’ car tags will be produced and given
out to the participants as a way of showing their pride of knowing how to recycle and
separate their trashes to other people.

We come up with many communication tools; Print ad, cut-outs, television
commercials on U-Network, car tags, club, song, events, campaign ambassador, CU
radio channel, website, stand signs, and booth. These communication tools aim to
advertise our campaign to our target group which is Chulalongkorn students and
staffs, Chulalongkorn Demonstration School students and other people in the scope
area.

The mascot, named “Trasha”, also plays a main role in
our recycled campaign. Trasha acts like a symbol
which appears in every kind of our communication
tools used in this program in order to create consistency
and recognition.

Print Ad
The print ad will be placed in many places; walls
around the university, Chula magazines, Faculty
magazines, and stickers in order to advertise the campaign. And the design of the print
ad will adjust in accord with the main focus of each phrase.

It is easy to introduce the campaign in university magazine; since it can help the
company reaches the target audiences. This strategy is very cost-effective, as our
printed ad will be exposed directly to our target group after the company gives those
magazines sponsorship. The company can easily build awareness, provides
information of the campaign, persuades the students and staffs to act, reminds and
reinforces the students and staffs to take the actions. However, the print ad in the
magazine must be creative and well-planned in order to catch the attention from the
readers, and stimulate them to take the actions in accord with the campaign.

Our printed ad comes with 2 sizes; the poster size (60x30 cm.) and the sticker size
(18x10 cm.). For the poster size, we will break up into 3 designs; ขยะ=เงิน, 4Rs, and
Thank You. 20 posters of each design will be placed around the scope area. And for
the sticker size, which will be on the tables around the scope area, comes in short and
brief words about the recycle center on another CU Wednesday design.

1. =
We came up with this print ad, since when people think of recycling, people do not
always think of making money. This idea is contrast to the common knowledge of
people, so it gets people interested.

Most people think about recycling in terms of reducing trash or helping the
environment. While these things are true, it is also true that students can easily make
money by recycling. This print ad is used to promote the recycle center to encourage
more people to participate in the trash-selling program on Wednesdays at faculty of

education. It creates awareness to community that trash can be changed to be money.
It encourages people to recycle by bringing paper, can, bottle, plastic or other
recyclable waste to sell at faculty of education every Wednesday. 50 Sa-tang for one
bottler for example, can turn to be a hundreds Baths.

Recycling will definitely reduce the amount of trash you generate each week. Bring
you recycle trash to recycle can really save them some money. This is a great
opportunities to make money by recycling.

2. 4R
A number of waste prevention techniques are available, and they are commonly
summarized as the so-called 4Rs: reduce, reuse, recycle and reject. We focus on this
four in resolving waste management problems.

Waste disposal is one of many major issues for the university and our community.
This print ad will encourages students to minimize waste by rejecting and reducing
waste, and re-using and recycling, as a result we will be able to cut waste by up to 50
percent.

Rejecting waste by looking for ways of producing and using goods that stop waste
being generated. The most effective way is to reduce your waste before it becomes
rubbish. The student should choose products that can be used productively, recycled
in your area, and have minimal packaging.

Reuse containers, packaging or waste products and recycle waste material into
useable products. Recycled goods have already saved resources and raw materials and
helped reduce the overall quantity of waste. Many products are identified as recycled
or partially recycled on the label or on the product itself. Recycle waste included all
glass jars and bottles, aluminums and steel cans, PET plastic soft drink bottles and
HDPE plastic milk and detergent bottles. It may also be possible to include paper,
light cardboard, newspapers and 'junk' mail, and milk and fruit juice cartons.

We use the green background to give the feeling of green environment with the
concept of crossword connected 4R together. It represents that 4R is interconnected
and help the environment becomes beautiful.

3. Thank you
This print ad will launch in the last phrase in order to thank you for the cooperation
and also stimulate the future actions.

The print ad portraits the map and show how far we reach in this campaign, however,
we still need to keep doing it in order to reach our major goals.

4. CU Wednesday (sticker size)

Advantages:
A printed ad is a great way to advertise especially when it is fixed on to a wall which
is situated in a popular public place. Also, it is a great thing to use and will certainly
promote our campaign. It helps the company to deliver advertising messages directly
and precisely to the target audience with high frequency.

Also a poster is only needed a few which can be rather cheap compared to things like
flyers and brochures that are needed to mainly produce over 100 of them.

Disadvantages:
Although using a print ad is effective, it must be carefully planned and organized. The
company must choose the right place and time to put the print ad. Since now the
advertising is much cluttered, it requires creativity to grab the attention from the
publicity as well as inspires them to take actions.

Cut-out
The cut-out comes into 2 approaches; regular cut-out and cut-out with the rubbish bin.
Each of the two will be positioned in the 5 different places in the scope area.

1. Regular cut-out
The design of the regular cut-out will similar to the design of the print ad but comes it
the bigger size. Like print ad, the cut-out comes in 3 design; ขยะ=เงิน, 4R, and CU
Wednesday. And it will adjust in accord with the main focus of each phrase.

2. Cut-out with the rubbish bin
The company will make cut-outs in accord with the new rubbish bins, since the
existing ones are not effective enough to encourage people to separate the trashes into
the right rubbish bins. Some of them have overlapped types of waste, so students and
staffs who want to separate the rubbish will get confused. The new rubbish bin will be
divided into only two main waste in the campus, paper and plastic and cans. It is a
transparent plastic without the lid in order to solve the problems of people not
separating the trash because they do not want to touch the dirty lid of the rubbish bin
moreover the transparent will provide more safety as it allows to see what is inside the
bin. Easiness to understand and act and cleanliness are two keywords for the new bin.

The cut-out placed right behind the new bins will be made in each period of the
campaign. The first cut-out will feature the small tree which will grow into the larger
one in the second and the third period. This is to show that by separating the trashes
people are improving the environment and the world becomes a better place. This cut-
out with the new rubbish bin will separate paper and plastic and cans from the regular
waste effectively and will attract people to separate the trashes.

Small tree:

Medium tree:

Big tree:

Advantages:
A cut-out is a mutually trusted intermediary or channel of communication that
facilitates the exchange of information. Cut-out is big and easy to notice. It can easily
catch the attention from the publicity. Moreover, it is a reusable advertising medium.
Therefore, using cutout not only reduces the cost of the campaign but also prevents
the campaign to create waste itself.

Disadvantages:
A cut-out is quite expensive and difficult to produce. It requires time and resources to
create. Also the company must carefully choose the right place and time to place the
cut-out in order to be the most effective.

Television Commercials on U-Network
In Television Commercials on U-Network for our campaign, the song and motion
picture are added together in a scene that would be multi-colored and appealing to an
audience. Lyric as subtitle will be added to the commercial to avoid hearing and
muted televisions problem so that the audience can understand the song better, and
they will enjoy watching the advertising. Besides, TV advertising is considered as a
large communication tool that can reach a large number of audiences.

This communication plan will on air on the U-Network. U-Network is the television
program which broadcasts news and information through televisions in the
universities and the POP bus. POP bus is a daily transportation for Chulalongkorn
students and staffs, therefore is an effective medium to reach directly to our target
audiences.

Our television commercial will use our mascot campaign, Trasha playing as a main
character along with the song that music experts composed exclusively for this
campaign. Trasha will be a symbol of a bin who wants people to separate their trashes
before throwing away into the bin. The mascot will be a significant promoter used to
gain attention and remind from students, especially students at CU Demonstration
School, and staffs in activities in the campaign plan. The hidden message in this TV
advertising is that the bin also has feeling like human. They will be happy if people
know what kind of trashes they want such as paper, plastic, or even hazardous waste.
All we have to do is separating our trashes into the suitable bin and everything will be
better as a result of the effective waste management.

Story Board:

Advantages:
U-Network is very useful to use as the media channel to communicate with the
University students. Additionally, in almost every canteens of Chulalongkorn
University, there are televisions that available for the programs from U-Network only
all day long from Monday to Saturday. Also U-Network is broadcasted in POP bus
that Chulalongkorn students use as a daily transportation.

U-Network is free of charge for the university activity broadcasting, thus it is a very
good way to reduce the cost of our campaign. The company does not have to go
through the complicated process of getting the on air permission for the video that the
company made to promote the campaign.

Disadvantages:
Due to existing regulations, the company cannot control over time and frequency of
the ads. Furthermore, there are a lot of distractions that interfere the message of
getting to the viewers. This result in the people paying little attention and thus the
message is not fully received.

Car tags
The car tags will be distributed in the last phrase of the campaign for those who
participate in our campaign activity; the students, the staffs and other outside
participants. Moreover, we give the car tags as souvenirs to thank them for their
cooperation. Besides, this car tags can help us attracting more people to join in our
campaign.

The car tags will come in 3 patterns; แยกขยะเป็นครับ, แยกขยะเป็นค่ะ, แยกขยะเป็นโว้ย, and
แยกขยะเป็นย่ะ. Since using Thai words can get into more people than using English
words, we choose simple but strong statements which we assume that it will catch
more attention from the people in the scope area.

The car tags will be distributed for 300 pieces and they will be able to choose which
pattern they want to attach in their cars.

Advantages:
Car tag is a new creative kind of advertising medium that the company uses to
stimulate the actions of people, since now vehicle advertising becomes more and
more important to promote the messages. Tags on either parked or driven cars will be
seen by a huge amount of people. Using the vehicle can reach the number of people
not only inside but also outside the university.

Disadvantages:
Car tag is quite small and the message must explicitly short but strong which must be
well-designed in order to become more effective. Also it is difficult for the audiences
to perceive the messages.

Club
The company will establish the club for separating the trashes in order to look for the
volunteers to help managing the events in the scope area as well as being the role
model of separating the trashes. Establishing the club can build the future power for
Chulalongkorn students to keep on doing our campaign, although our company
contract is expired. Club can also encourage participation of publics moreover it can
trigger the moral and the positive attitudes for the campaign.

Advantages:
The company opens the club for the students to join in order to have the volunteer
students. Club can create the long-term relationship among the participants and also
create the foundation of recycle habits for each member. Furthermore, unlike mass
media, club activities will generate active participation among participants. Word-of-
mouth from friends will have more power than what advertising says.

Disadvantages:
Since being member of the club must dedicate time and interest, it is hard to find the
people who are willing to sacrifice. Thus, it requires good strategic planning to
achieve the short term and long term goals of the club.

Song
The song is a good choice to gain people’s attention since a rhythm and song’s lyric
are catchy and easy to retain in one’s mind. A message can be perfectly sent to a large
number of people through the music, and people will accept the message more easily
than giving information in an ordinary simple way. Thus, the song will be used
frequently through the campaign such as in TVC, radio spot and events.

Tone and manner of this song is creative and fun with the lyric that can encourages
people to separate trash and to realize the importance of waste separation. Nowadays,
human are more likely to produce lots of waste than in the past as a result of high
technology and cultural change. For example, as in the old days, people never used
plastic bag or foam material that can cause a severe pollution problem. And now
plastic, glass and foam packaging have become one of the most serious problems for
environment since they are not degradable and produce lots of chemical
contamination that will pass on to living things, including human who invented.

The song identifies the problem directly and shows an easy solution for everyone. The
solution is that we, as the world citizen, should care more about our world and also
the environment situation that could be worse if we do not help. First of all, people
should realize that the trashes are not destroyed naturally. On the other hand, it can be
really harmful to the environment if we keep throwing it away without thinking. Some
wastes are reusable if they are separated correctly. Therefore, the waste separation can
definitely be considered as the most important step in managing waste.

The main idea of the song is to promote waste separation and to urge people to think
about separating waste that everyone can do so easily. After people are given
information about how to separate the waste, this song would be a reminder to the
people that they will remember. The music is easy to remember and recall even
though they do not consciously receive it. The song can be an effective tool to
persuade and motivate people’s behavior since the song is already in people’s mind.
Comparing with simple written message, the music is much more interesting and
attractive as it nonverbally communicates with people. Moreover, the song can be
opened several times without getting bored.

Title:
Let’s separate our trashes

*

**

(*)
(**)

(**)

Advantages:
Since singing is fun and entertaining, song is an easy way to make people recognize.
Song can retain in people’s memory and easier to recall. It can simply catch audience
attentions and interests and at the same time can pass the message through the lyrics
of the song that people can subconsciously perceive.

Disadvantages:
It needs repetitions and takes time for the people to familiar. However, singing and
remembering the lyrics of the song might not lead into actions. Also, it is difficult to
compose the song that can win the audience’s mind.

Events

1. Handmade Events
The event is called ‘the handicraft project’. The aim of this event is to sell handmade
products from recycled materials, which are provided by environmental club of

Chulalongkorn University, involving all staff member and students. The example of
recycled product includes lamps, stationery, accessories and etc.

The reason of running the handicraft project is to convince students to bring recycled
materials and remake it as useful products as possible. This event will go around to
each area of university one week per one area.

Moreover, this specific event will have a special booth [apart from selling booth] such
as information on recycle, games, competitions as well as education in order to give
knowledge on recycle within Chulalongkorn University. Also the event will
encourage students and staff to collaborate and communicate within the university.

In order to sell products in this event, people must register to be a member of the CU
Recycle Club. All members will not be charged for the booth; however they will have
to pay 50 baht for the membership fee.

The advantage of arranging this event is, firstly solid waste such as bottles, glasses,
cardboards and paper will be reduced around university, and therefore the surrounded
environment around Chulalongkorn would be more attractive. Secondly, while
students enjoy selling recycled products, they would build up a good cooperate among
CU students. Lastly, people who join at the event will earn more knowledge about
recycle as well as receiving a good quality recycled product with low price.

2. Recycle competition (Furniture)
“Why waste” Recycle competition with a solid waste was an innovative competition
aimed to promote recycling and waste reduction to every student and staff in the
Chulalongkorn University. The competition will be promoted by putting up posters
around the university and through the u-network.

Objectives:
The aim of the competition is to promote the re-use of waste timber, plastic that is
currently going to landfill. The competition focuses particularly on post-industrial
timber and plastic packaging waste

We hope that this event with a solid Competition helps make student aware of the
potential that this waste material has for being re-used and recycled. Our group would
like to change students’ attitudes towards solid waste so that students begin to
consider this waste more as a resource that can be reused, rather than as refuse to be
discarded. The competition provides the incentive for students from the timbers and
plastic available from these engine pallets and plastic packaging waste.

Reasons:
For many years, items of packaging such as these pallets and plastic have ended up in
landfill sites. Over 500,000 tons of timber and plastic waste are disposed of each year.
However, much of this timber and plastic has the potential to be recycled into new
and value added products.

Rule of competition:
Each group will be given ONE crate which was used to design and create an object of
their choosing and a pack of used plastic.

Students who want to participate will require to sign up their names in a group 3-5 at
the environment club (which is established).

Categories/sections Judges awarded by these three categories:
o Best of Show
o Most Innovative use of plastic and solid waste
o Best use of an entire plastic and solid waste

Exhibition and Award Presentations:
o Contestants had 10 days to collect and dry a pallet and then design,
manufacture and finish an object.
o All creation will be displayed at the exhibition hall of Chamchuri Square
where viewers will vote for the winner. The exhibition will be held for four
week days.
o The announcement of the winner will be held in the last day of the “why
waste” activity week, the winner will be rewarded a 20,000 cash and all of the
furniture would be donated to insufficient people in rural areas later on.

3. Architecture Competition
Every student is encouraged to participate in this competition. The competition will
be promoted by putting up posters around the university and through the u-network.
Students who want to participate will require to sign up their names in a group 3-5 at
the environment club (which is established).

This competition requires the participants to design and create architecture. The
architecture must be made from recycle materials provided by the environment club
of Chulalongkorn University.

All creation will be displayed at the exhibition hall of Chamchuri Square (Same place
as display the furniture) where viewers will vote for the winner who will win a 20,000
baht prize. The exhibition will be held for four week days.

The winner’s artwork will continue to be displayed at Chamchuri Square for two
weeks. The rest of the works will be sold to the public in an auction event held at
Chamchuri Square.

4. Recycle paper box
Hard-cardboard box will be placed in different faculty within Chulalongkorn
University, two boxes for each faculty. The box will be outstanding and are placed in
an eye-catching spot of each faculty so all students and staffs can see, e.g. the
cafeteria, and at the elevator. The two boxes for each faculty include a box for papers
that are used for only just one side whereas the other box is for any kind of used
paper.

The members from the environment club will come and collect these recycle paper
once a week. Papers that are used for one side will be given to photocopy stores
within the university. To encourage students and staff to collaborate, free photocopies
on used paper will be provided at photocopy stores.

A box with all kinds of used papers will be processed in a recycle process of the
university later on.

5. Mascot “Trasha” campaign
‘Trasha’ is a name of this campaign’s mascot. On the week days we will have a
person dressed up to be Trasha and go around to each faculty during lunchtime of
after school time to promote recycle. This will raises people’s awareness and
effectively get their attention.

The song for this campaign will also be played while Trasha visits each place.

Advantages:
People will earn more knowledge about recycle and events also build good cooperate
among CU students. Moreover, it helps catch people’s interest and motivate people to
care more about recycle. It can also reduce solid waste around Chulalongkorn
University. Lastly, the furniture from the Recycle Competition will be useful for the
rural area.

Project Ambassador: Chulalongkorn Cheerleader

A brand ambassador is a well-connected person or a celebrity who is used to promote
and advertise a product or service. We choose Chulalongkorn cheerleader for many
reasons. A project can achieve some clear-cut goals by using a brand ambassador. It
works out in building loyalty, as the students may have interest on cheerleader. So

when he or she would see that cheerleader on an advertisement, then that person could
get motivated to do that activities or service, as a respected person is involved.

It is a good way to launch the campaign in university with the people from the
university. Chulalongkorn Cheerleaders have a lot of influence over the students in
our university. They engaged many events every year not only to support about their
performance but also represent the Chulalongkorn student as a whole and volunteer
for many event. Each year, 11-13 high potential students will be qualified as
Chulalongkorn Cheerleader.

We can see that this year they have the theme of the cheer about “love the earth” and
publish a magazine called “Baka” to show their concerned about global warming.
Each of cheerleader are having fashion photo with each issue such as using cloth bag
instead of plastic bag, planting tree, using bicycle, etc. The magazine has been
distributed to many students’ hand all over
Chula and Siam Square along with their 7 days events around the campus in 12
faculties and Siam Paragon.

They have the experiences to be a presenter. They have been visited many TV
programs, magazines, newspaper, events and radio networks to advertise the
traditional football. They Also they volunteer of many events such as encourage and
inform people to come out for the Bangkok governor election in January.

In conclusion, Chulalongkorn Cheerleader can be our perfect Brand Ambassadors as
we trust in their ability to answer questions, engage the audience, and increase project
awareness.

Advantages:
Chulalongkorn Cheerleaders do university activities for free. They are the presenter
for Traditional football which is held every January and broadcasting live on the free
TV channel. These cheerleaders are being respected by many communities in the
society for their potential, talent and team work which they had learned during the
practice.
This group of presenters is presenting that the young people has a power to make our
world to be green again.

Disadvantages:
Chulalongkorn cheerleader may not as well known and have persuasive power as
celebrities, however they need no payment. Plus, those cheerleaders don’t available
all year for the project and they have already a hard practice to do. There will be a
new team every year. Still, we can use them during their cheer season which is
November to January and during new cheerleader trial which are August and
September.

CU Radio Channel
The radio spot of our campaign will on air on the CU radio channel in the second
phrase of our campaign.

Duration: 30 seconds
Voice: male voice
Music: “Yake-ka-ya” (Four-mod) edited version

Frequency: every 30 minutes from 8 am to 10 pm.
Radio Broadcasting Station: 101.5 MH.Z
Target audience: Students of Chulalongkorn University
Purpose of Broadcasting: to inform and persuade students to join the shopping festival
of “Why waste” and encourage students to recycle in their daily life

Script
When was the last time you bought something for others?
When was the last time you contributed to your community?
And when was the last time you did something to save our world?
………
If you can’t remember one

Now, it’s your chance to make a better change for others, community and our world.
On 5th to 12th of May 2009, “Why waste” invites you to join our shopping festival of
recycling furniture and many decorations at Faculty of Communication arts, Faculty
of Education and Faculty of law.

Advantages:
The very first advantage of the radio spot is that it is easy and fast to produce: rates
are very affordable and is suitable for a low budget IMC campaign. It’s also easy to
target your audience by connecting at the frequency station. Moreover, most people
listen to the radio while driving; therefore, it gets more opportunity to generate the
publicity awareness.

Disadvantages:
However, the potential audience that can be reached by radio is limited only by the
strength of the signal for example FM the frequency can not receive countrywide,
only for restricted area. As a sound-broadcasting device audiences can not create an
image or hardly create it. It’s easy to be distracted by noise. The feedback is hard to
tract. It’s impossible to know exactly how many people are tuning in at any given
time. Moreover, by its nature, the lack of visuals keeps radio from "sticking" with
people.

Website
Nowadays, Internet is the biggest and the best information source for the people. You
can find everything you want while surfing the web. It is easy to make your own
website and use it to spread a message you think is important. The company will have
the website www.whywaste.com. The website contains of five categories about waste
pollution which are:

1. Programs and Services - The website is organized to helping us adapt to our
environment; reducing the impact of waste pollution; conserving biological
diversity; and, supporting sustainable development.
2. Learning - Find the definitions and resources to help you bring the
environment into your classroom or into the activities of your scout, naturalist
or youth group.

3. Events - A number of events have been arranged to increase knowledge and
understanding of environmental subjects and encourage positive action on the
environment.
4. The effects - How do I affect waste pollution? How does waste pollution
affect me? How does waste pollution affect the environment?
5. What You Can Do - You can make a difference! There are many simple
actions that you or your organization can do at home, at work, at school, on
the road to reduce waste pollution.

Advantages:
The information is available to be accessed by anyone, anywhere, anytime.
The information within a site can be quickly accessed. There is no need to sift through
several pages. The website may provide links to other sites on the same topic and it
can be updated to always provide the latest information. You can look at more than
one page or source at the one time by having numerous windows. Information is easy
to gather and print selectively. Moreover, the website creator/author doesn’t need to
be present when someone is retrieving information.

Disadvantages:
It may be difficult for researchers to locate, especially if there are many similar sites.
Because it is not “published” or authorized by a reputable source, the site may be
disregarded as inaccurate. The information on the site may not be reliable.
Information may be interpreted incorrectly or used inappropriately. A connection to
the web is needed to access the information, which will be impossible if a computer
and connection is not available. It may be difficult to reach your target audience.

Stand Sign
We design a stand to mimic the traffic sign; the same size and color. Since the stand
sign says “แยกหน้า แยกขยะ”, our 10 stand signs will be placed near the rubbish bin in the
canteens and all around the scope area. This stand sign will be advertised the
campaign all year round in order to trigger the immediate actions of people in the
area.

Advantages:
The stand sign will completely catch the attention of the people who pass by, since its
big size and yellow color is similar to the real traffic sign. Also, as the short and clear

words “แยกหน้าแยกขยะ”, it can encourage people to separate the trashes instantaneously
just before they litter them.

Disadvantages:
The stand sign costs highly, since it requires metal which is an expensive material and
it has to come in the real size and color of the traffic sign. Also, it has to make from
the quality materials, since it will have to stand throughout the year of the campaign.

Booth
Booth is the great communication tool, since it can provide lots of information for
people who are interested in our campaign. We will arrange our booth in the
important exhibitions of Chulalongkorn University such as CU 1st Date which there
will be lots of the target of our campaign; the current students and the new-coming
students.

There will be lots of activities in the booth. Our volunteers will provide lots of useful
information, games, snacks, and souvenirs for the people who participate in the boot.

The participants will be educated about how to separate the trashes, causes and effects
of the environmental problems, Chulalongkorn recycle center, CU Wednesday and
other important issues. Our volunteers will be available to discuss in every
environmental issues in Chulalongkorn community all day long from 8.00 am. –
17.00 pm. on the CU 1st Date.

Advantages:
Booth can provide lots of information for people who are interested in our campaign.
It can attract the maximum number of the target audience to meet our goals moreover
maximize our participant interactions.

Disadvantages:
Booth requires lots of time, money, and energy. The company also has to depend on
the volunteers to manage and cope with the problems themselves. Booth has to be
very well-organized in order to be cost-effective and practical.

Regal/Institutional Study
Thailand

BHUMIBOL ADULYADEJ, REX.
Given on the 29th Day of March B.E. 2535 (1992),
Being the 47th Year of the Present Reign

His Majesty King Bhumibol Adulyadej is graciously pleased to proclaim that:
Whereas it is deemed expedient to reform and improve the law on enhancement and
conservation of national environmental quality.
Be it, therefore, enacted by the King, by and with the advice and consent of the
National Legislative Assembly, acting as the National Assembly, as follows:

Section 1
This Act shall be called "The Enhancement and Conservation of National
Environmental Quality Act, B.E. 2535"

Section 2
This Act shall come into effect after the elapse of a period of sixty days from the date
following its publication in the Government Gazette.

Section 3
The following Acts shall be repealed:
(1) The Enhancement and Conservation of National Environmental Quality Act, B.E.
2518;
(2) The Enhancement and Conservation of National Environmental Quality Act (No.
2), B.E. 2521;
(3) The Enhancement and Conservation of National Environmental Quality Act (No.
3), B.E. 2522.

Section 4
In this Act,
"Environment" means natural things, which form the physical and biological
conditions surrounding man and man-made things.
"Environment Quality" means the balance of nature, being composed of animals,
plants, natural resources and man-made objects which is for the benefit of subsistence
of mankind and the sustenance of human-being and nature.
"Environment Quality Standards" means the parameters of quality standards for
water, air, noise and other conditions of the environment, which are determined as the
general criteria for enhancement and conservation of environmental quality.
"Fund" means the Environmental Fund.
"Pollutant" means wastes, hazardous substances and other polluting substances as
well as residues, sediments or the remainder of such matters, which are discharged
from point sources of pollution or naturally occur in the environment, that have or are
likely to have impacts on environmental quality or to cause conditions poisonous or
harmful to the health and hygiene of the public, and shall mean to include radiation,
heat, light, noise, odor, vibration or other nuisances emanated or discharged from

point sources pollution.
"Pollution" means the state of the environment that has been affected, changed or
contaminated by pollutants, resulting in deterioration of environmental quality, such
as water pollution, air pollution, and soil pollution.
"Point Source of Pollution" means any community, factory, building, structure,
vehicle, place of business, activity, or any other thing from which pollution is
generated.
"Waste" means refuse, garbage, filth, dirt, wastewater, polluted air, polluting
substances or any other hazardous substances which are discharged or originate from
point sources of pollution, including residues, sediments, or the remainders of such
matters, either in the state of solid, liquid or gas.
"Wastewater" means waste in a liquid state, including polluting or contaminating
substances contained in such liquid.
"Polluted Air" means waste in a gaseous state in the form of vapor, steam, exhaust,
fume, odor, smoke, gas, dust, soot, ash or other polluting substances in the form of
particulate matters that can be suspended in the atmospheric air.
"Hazardous Substance" means explosive substances, inflammable substances,
oxidizing and peroxiding substances, toxic substances, pathogenic substances,
radioactive substances, genetic transforming substances, corrosive substances,
irritating substances, or other substances, whether chemical or not, which may cause
danger to human-being, animal, plant, property, or the environment.
"Nuisance" means nuisance according to the law on public health.
"Factory" means factories according to the law on industrial plants.
"Building" means buildings according to the laws on building control.
"Vehicle" means automobiles or motorcycles according to the law on automobiles,
vessels according to the law on Thai vessels, and aircraft according to the laws on
aviation.
"Monitoring Control Operator" means a person licensed to monitor, control, assess,
operate and maintain a wastewater treatment or waste disposal facility, or equipment,
instruments, tools, appliances for control, treatment or disposal of any other pollution,
which the owner or possessor of a point source of pollution manages to constructs and
brings into operation by his own investment and expense for the treatment of
wastewater or disposal of wastes or any other pollutants.
"Service Contractor" means the person licensed to render for hire the services of
wastewater treatment or waste disposal or monitoring of environmental quality.
"Conservation Area" means the areas designated as national parks, wildlife reserves,
tourism preserve and other protected areas pursuant to the governing laws related
thereto.
"Local Official" means:
(1) President of the Municipal Council within a municipality;
(2) President of the Sanitary District Board within a sanitary district;
(3) Provincial (Changwat) Governor within a local administration organization;
(4) Governor of the Bangkok Metropolitan Administration within Bangkok
Metropolis;
(5) Permanent Secretary of Pattaya City Administration within the City of Pattaya;
(6) Head of a local administration in the administration of the local administration
organization other than (1) to (5) above, established under the specific law governing
thereof, within such local administration organization.
"Pollution Control Official" means the person appointed by the Minister to perform
functions concerning pollution control under this Act.
"Competent Official" means the person appointed by the Minister to have the power
and duty to take action under this Act.

"Minister" means the Minister of Science, Technology and Environment.

Section 5
In case any provision under this Act refer to Province (Changwat) or mandates the
power and duty of the Provincial Governor, such reference or mandate shall denote
the inclusion of Bangkok Metropolitan Administration or the powers and duties of the
Governors of the Bangkok Metropolitan Administration, as may be the case.

Section 6
For the purpose of public participation in the enhancement and conservation of
national environmental quality, the following rights and duties may be accorded to
individual persons as provided by this Act or governing laws related thereto:
(1) To be informed and obtain information and data from the government service in
matters concerning the enhancement and conservation of environmental quality,
except information or data that are officially classified as secret intelligence
pertaining to national security, or secrets pertaining to the right to privacy, property
rights, or the rights in trade or business of any person which are duly protected by
law;
(2) To be remedied or compensated by the State in case damage or injury is sustained
as a consequence of dangers arising from contamination by pollutants or spread of
pollution, and such incident is caused by any activity or project initiated, supported, or
undertaken by a government agency or state enterprise;
(3) To petition or lodge a complaint against the offender in case of being a witness to
any act committed in violation or infringement of the laws relating to pollution
control or conservation of natural resources;
(4) To co-operate and assist government officials in the performance of duties relating
to the enhancement and conservation of environmental quality;
(5) To strictly observe the provisions of this Act or other laws concerning the
enhancement and conservation of environmental quality.

Section 7
In order to encourage public participation in the promotion and conservation of
environmental quality, non-governmental organizations (NGOs) having the status of a
juristic person under Thai or foreign law which are directly engaged in activities
concerning environmental protection or conservation of natural resources without any
objective to be involved in politics or to make profits from engagement in such
activities, shall be entitled to register with the Ministry of Science, Technology and
Environment as an NGOs for environmental protection and conservation of natural
resource in accordance with the rules, procedures, and conditions prescribed by
ministerial regulations.

Section 8
The NGOs that have been registered pursuant to Section 7 may request government
assistance or support in the following matters:
(1) The organization of volunteers to assist in the performance of duties of
government officials under this Act or other laws concerning the enhancement and
conservation of environmental quality;
(2) Public relations campaigns and dissemination of information or data to promote
public awareness and proper understanding and knowledge of environmental
protection and conservation of nature and natural resources;
(3) Providing assistance to people in certain areas of the country to initiate projects or
activities for environmental protection and conservation of natural resources in such

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