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Effectiveness of Recycling Promotion and Education Initiatives
among First-Generation Ethnic Minorities in Ontario, Canada
http://www.mdpi.com/2076-0760/5/2/23
By: Dr. Calvin Lakhan
http://wastewiki.info.yorku.ca/
lakhanc@yorku.ca
Overview
• Study examines how first generation ethnic minorities
respond to different types of recycling P&E campaigns
(P&E)
• 8 focus group sessions conducted over an 8 week period
• Participants asked to comment on message
“recognition”, “clarity”, “ability to increase recycling
awareness” and “ability to affect changes in recycling
behavior”
Methods
• Three geographic regions in Southern Ontario
• Conducted over 8 week period
• Target groups include: South Asian, Asian, Filipino, Black,
Middle Easter, Other
• 77 Study Participants
• Combination of survey and open ended interview questions
• Focus group participants shown P&E in newspapers, signs,
conventional media (TV and radio) and online
Results
• First generation ethnic minorities do not respond to either print and online
promotion and education materials
• Newsprint and signage the least effective mediums
• Significant confusion regarding intent and purpose of the message
• Some respondents felt “insulted” that materials were not translated
correctly, or not at all
Conclusions
• Municipalities need to rethink existing P&E materials,
and potentially explore alternative methods of
engagement when targeting first generation ethnic
minorities
• What works at a programs onset, does not necessarily
work as the program matures, and the city’s
demography changes
• P&E is still important, but municipalities need to be able
to consider engaging 3rd
parties (i.e. churches,
community organizations) to help deliver P&E materials
Conclusions
• Municipalities need to rethink existing P&E materials,
and potentially explore alternative methods of
engagement when targeting first generation ethnic
minorities
• What works at a programs onset, does not necessarily
work as the program matures, and the city’s
demography changes
• P&E is still important, but municipalities need to be able
to consider engaging 3rd
parties (i.e. churches,
community organizations) to help deliver P&E materials

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Effectiveness of Recycling Promotion and Education Initiatives among Ethnic Minorities

  • 1. Effectiveness of Recycling Promotion and Education Initiatives among First-Generation Ethnic Minorities in Ontario, Canada http://www.mdpi.com/2076-0760/5/2/23 By: Dr. Calvin Lakhan http://wastewiki.info.yorku.ca/ lakhanc@yorku.ca
  • 2. Overview • Study examines how first generation ethnic minorities respond to different types of recycling P&E campaigns (P&E) • 8 focus group sessions conducted over an 8 week period • Participants asked to comment on message “recognition”, “clarity”, “ability to increase recycling awareness” and “ability to affect changes in recycling behavior”
  • 3. Methods • Three geographic regions in Southern Ontario • Conducted over 8 week period • Target groups include: South Asian, Asian, Filipino, Black, Middle Easter, Other • 77 Study Participants • Combination of survey and open ended interview questions • Focus group participants shown P&E in newspapers, signs, conventional media (TV and radio) and online
  • 4. Results • First generation ethnic minorities do not respond to either print and online promotion and education materials • Newsprint and signage the least effective mediums • Significant confusion regarding intent and purpose of the message • Some respondents felt “insulted” that materials were not translated correctly, or not at all
  • 5. Conclusions • Municipalities need to rethink existing P&E materials, and potentially explore alternative methods of engagement when targeting first generation ethnic minorities • What works at a programs onset, does not necessarily work as the program matures, and the city’s demography changes • P&E is still important, but municipalities need to be able to consider engaging 3rd parties (i.e. churches, community organizations) to help deliver P&E materials
  • 6. Conclusions • Municipalities need to rethink existing P&E materials, and potentially explore alternative methods of engagement when targeting first generation ethnic minorities • What works at a programs onset, does not necessarily work as the program matures, and the city’s demography changes • P&E is still important, but municipalities need to be able to consider engaging 3rd parties (i.e. churches, community organizations) to help deliver P&E materials