GOOD PRACTICE TALLINN: WASTE AWARENESS EDUCATIONAL CAMPAIGNS FOR CHILDREN AND ADULTS June 2014

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1 GOOD PRACTICE TALLINN: WASTE AWARENESS EDUCATIONAL CAMPAIGNS FOR CHILDREN AND ADULTS June 2014

2 Content table 1. General information on the good practice (GP) General information Context Short description Objective Method used to identify the good practice External factors Implementation Preparation phase Technical implementation Communicative implementation Organisations Key success factors Resources Results Monitoring of the progress of the GP Other results Lessons learned Negative effects Challenges Pictures and other documentation Further information Other regions with similar good practices GOOD PRACTICES 2

3 1. GENERAL INFORMATION ON THE GOOD PRACTICE (GP) 1.1 General information Region Country Short name of the good practice Geographical level of implementation (country, region, municipality ) Target group Tallinn Estonia Date of implementation/duration 2003 Waste stream (and subcategory) Legal framework Main local instruments involved Scale (pilot/partially roll out /roll out) Initiator/coordinator Demography Waste awareness educational campaigns for children Municipality of Tallinn Students from kindergartens, primary and secondary schools, gymnasiums, teachers and staff of educational establishments All waste streams Directive 2008/98/EC on waste (European Waste Framework Directive) Games on the site, educational leaflets and teaching books, lessons in classes and in open air on the spot, activities with mascot Prügihunt (Waste Wolf), information trailer with learning materials, website in local languages, video clips, media campaigns. Roll out Tallinn Environment Department Population as of Number of households Area (km²) 159,33 Population density (number of inhabitants/km²) 2 707,2 GOOD PRACTICES 3

4 General waste data (Not necessarily related to the GP but to give some background information. Data about the GP should be included under 3.1) Year of the following waste data 2012 Sum of all waste streams excl. residual & bulky waste (kg/inhabitant/year) (Use indicator 1 or 2 from the R4R Online Tool) Residual waste (including sorting residues) (kg/inhabitant/year) (Use indicator 8 or 9 from the R4R Online Tool) 280,27 235,14 Total waste (add up the previous two) 515,41 Sum of all waste streams excl. residual & bulky waste to DREC (kg/inhabitant/year) (Use indicator 3 of the R4R Online Tool) 256, Context Since Estonia has initiated the process of accession to EU the raise of environmental awareness of different groups of population became one of its priorities. The number of hours dedicated to environmental issues in school and kindergarten curriculum was expanded. There is a big demand for programs and campaigns to raise the environmental awareness of residents of all ages. In order to meet those needs local municipalities in cooperation with the Ministry of Environment designed special programs and campaigns including waste awareness educational campaigns. After accession to EU the Environmental Investment Centre responsible for distribution of EU funds encourages municipalities to create such campaigns for children and provides grants to do so. 1.3 Short description Waste Wolf (in Estonian Prügihunt) is the City of Tallinn s waste awareness campaign, which was organized since The waste awareness mascot also bears the same name. The goal of the campaign is to make the behaviour of the residents of Tallinn more environmentally friendly. Public events, competitions, information seminars and public surveys are carried out within the framework of the waste awareness campaign, and excursions to landfills and waste stations are organized. Waste Wolf teaches children how to discard waste in a manner that is not harmful to the environment. Waste Wolf also shares knowledge concerning the sorting and recycling of waste. One GOOD PRACTICES 4

5 of the tools of this campaign is Sustainable Consumption and Waste Information Trailer, which was designed as a mobile learning class and can be transported to the site where activities are taking place. Waste Wolf and Information Trailer can be used simultaneously or separately depending on the context and content of activity. 1.4 Objective Waste Wolf outreach action aims to draw attention of all residents of Tallinn and especially chidren to the necessity and possibilities of sorting waste. Waste Wolf tries to reach all segments of residents in order to increase their environmental awareness using different communication tools. Therefore all activities are taking place close to city dwellers, on public events, in schools and kindergartens. The general objectives of the campaign are: - to rise environmental awareness of children and their families and particularly about waste management and importance of waste sorting; - to educate how to reduce waste in households ; - to instill environmental friendly skills and behaviour; Waste Wolf campaign has been planned for every school year. The campaign is financing by the city budget and in a big extend by the European funds through the Estonian Environmental Investment Centre. 1.5 Method used to identify the good practice The identification of this good practice was provided by methods of benchmarking and expert judgement. The Waste Wolf campaign was identified as a good practice by benchmarking on the national level as a good example of environmental campaign for children. The campaign started in Tallinn, but now is spread in rural municipalities of the capital region. The number of schools and kindergarten applied for participation in the campaign exceeds the capacity. The campaign has its own website designed as an educational tool, which includes practical information, videos, games, recommendations, etc. Since 2010 the campaign has had its own Facebook page Every year different pedagogical materials are produced, fully conceived and printed by the Tallinn Environment Department. In 2014 there were educational play cards and exercise books. The best example of experts evaluation of campaign can be considered receiving of national awards for the best environmental campaign in the last 5 years, last one in The jury of national award consists of recognized experts in environmental education. The permanent financing by EU funds during last 10 years is a good recognition of the sustainability of Waste Wolf campaign. GOOD PRACTICES 5

6 1.6 External factors None of the R4R External Factors are directly linked to this good practice. 2. IMPLEMENTATION 2.1 Preparation phase Not applicable. 2.2 Technical implementation The campaign has been planned annually regarding demands of target groups, evaluation of lessons learned and gained experiences from previous years and received funds. Since 2006 Waste Information Trailer of Wolf Waste campaign organized its activities in two periods of the year - in the spring (April-May) and fall (September-October). Waste Information Trailers presentations are designed for children in kindergarten and elementary school (1st-2nd grade). Presentations are provided either using trailer or as a performance with educational games and workshops. Within the framework of the project Sustainable Consumption and Waste Information Trailers Presentations in Harju County, Waste Wolf visited Harju County nursery schools and schools, to teach children, through the use of games and interviews, how to sort waste, consume and behave in an environmentally friendly manner. The activities of the project were primarily directed towards children, since children are more receptive to new information and quite avid in sharing knowledge with their parents. In addition to Tallinn, the largest rural municipalities in Harju County were also included in the project: Viimsi, Rae and Harku rural municipalities. In addition to schools and nursery schools, waste information trailer presentations took place at public events, including the opening of Spring-Cleaning Month, Midsummer Day at Stroomi Beach, and the Family Festival at Mustamäe City District. Waste Wolf cuts out wolf and rabbit masks with children, and sticks and glues together paper baseball caps. Appearing together with Waste Wolf at public events was the ERO mascot, who spoke about the sorting, collecting and recycling of packaging. One of the examples of campaign for adults is waste awareness competition Friends Recycling Cycle organized by Tallinn Environment Department. The participant visiting one of Tallinn s waste stations should register his visit under the name of future team. His task is to encourage as many members to his team as possible. Members of team have to visit waste stations and also try to increase a number of members. This will establish the network of waste stations visitors. The game increased the number of visits to waste stations. The winner was a team of 27 members. GOOD PRACTICES 6

7 The Sustainable Consumption and Waste Information Trailer is a former large sea container, which is equipped with a variety of informational materials designed for carrying out Waste Wolf educational program. Children are taught through games and chats environmental friendly behaviour. For example, children are taught about the garbage sorting, explaining which products are environmentally friendly and which are not. There are plenty of examples showing new uses for old things. The programme is designed to be conducted either outdoors or indoors. The duration of the event is 4 hours (four 45-minute lessons). 2.3 Communicative implementation The Waste Wolf campaigns activities are provided in schools and kindergartens, in outdoor public events or in tent, in Waste Information Trailer. This good practice is disseminated through the video clips shown on TV and through Internet (some of them are sketches with their own story), educational materials (leaflets, banners, games, etc). The mascot Waste Wolf became a well recognized image of the campaign. Videos are available in the website and some examples of educational leaflets can be seen in the website Photos of activities are presented at the end of this factsheet. The Campaign has also its own Facebook page. 2.4 Organisations The Tallinn City Environment Department is the coordinator of the all involved stakeholders, which are: All kindergartens and schools in the City of Tallinn and Harju County involved in environmental educational network; Tallinn City Government divisions and City District authorities support campaign in communication with residents and media. MTÜ Eesti Taaskasutusorganisatsioon (ERO) is the first accredited recovery organization in Estonia that established packaging undertakings. Estonian PackCycling (EPC)/Eesti Pakendiringlus is a non-profit organization. EPC's mission is to support the raise of environmental awareness and sustainable development in Estonia. Kesto OÜ is collecting hazardous waste from Tallinn citizens. In cooperation with Tallinn Environmental Department the company has developed a waste collection network, which is based on Tallinn s waste collection points. Kesto mission is to help the preservation of our nature and a cleaner environment. To do so, the company reuses and recycles most of the waste. The Estonian foundation Environmental Investment Centre was founded as an instrumentto channel the proceeds from the exploitation of the environment into environmental projects, to perform as the agency of the European Regional Development Fund, the European Social Fund and the Cohesion Fund for funding eligible environmental projects within Estonia and GOOD PRACTICES 7

8 to lend money for the implementation of environmental projects. Since 2010 Environmental Investment Centre has also been acting as the implementing agency for the Green Investment Scheme (selling the excess CO 2 quota and supervising the investments). 2.5 Key success factors Key success factors are: - Fruitful cooperation between Tallinn Environment Department and responsible teachers for environmental education in schools and kindergartens. - Good quality of the preparation and implementation of the campaign, based on previous studies and taking into account lessons learned and recommendations from stakeholders and target groups. - Campaign continuity and well developed materials. - Campaign recognition on national level. 2.6 Resources The campaign is financed mostly through project applying for grant from Environmental Investment Centre. The city budget covers the self-financing part of the project (5-10%) and activities settled by Tallinn Environment Department. The project is supervised by the Waste Management Division within Tallinn Environment Department. Most of the services related to the campaign are been purchased on the base of public procurement after receiving grant from Environmental Investment Centre. The costs of campaign increased from in 2007 to in RESULTS 3.1 Monitoring of the progress of the GP The monitoring of GP consists in two approaches. The first one is the evaluation of activities based on feedback. The second one is the indirect assessments of activities. During the last 5 years there were no any negative feedback indicated, which shows a very high level of satisfaction in target groups. Suggestions and improvements proposed from target groups and stakeholders are taken into account during planning of further campaigns. The popularity of the campaign is increasing, but it is difficult to compare them between one another due to the different types of activities. For example, in 2009 the central activity was waste awareness competition, the Friends Recycling Cycle organized by Tallinn Environment Department. 11 teams took part; the largest team had 27 members, the smallest 3 people. GOOD PRACTICES 8

9 In 2011 the campaign focused on separate collection of hazardous waste and problematic products, notifying people of the possibility to transfer such waste free of charge. The campaign began in September alongside the car-free day on Freedom Square, where participants were able to learn and ask questions about sorting and recycling waste. The campaign is largely directed at students, who were able to take part in the interesting Waste Police game. The waste policemen had the task of taking pictures of incorrectly sorted waste or other instances where waste had been mishandled. Seven teams submitted their work. It was pleasing to note that the students were able to identify not only incorrectly sorted waste, but also contaminated sites and green areas. A total of 101 children took part in the game. A contest for making bookmarks out of recycled materials was held in cooperation with Tallinn Central Library. Waste Wolf received bookmarks from 20 schools. We were once again pleasantly surprised by the fact that the campaign was known outside of Tallinn, as bookmarks were also sent in from Tartu. All of the bookmarks were handed out to visitors to the library. In 2012 more than 4500 children participated in the campaign. In comparison with previous years, more presentations took place than ever before a total of 264 presentations in just 66 days. In 2013 campaign was carried out in 320 presentations, of which 160 in Tallinn, in Rae, Viimsi, and Harku rural municipalities 32 in each, in the city of Saue, in Saue, Kiili and Saku rural municipalities 16 presentations in each children participated in the campaign. 3.2 Other results Waste Wolf became a constant participant of public environmental events in the city, such as Cleaning-up Action in April, Environmental Family Days on the beaches awarded with Blue Flag, Car Free Days in September. 4. LESSONS LEARNED 4.1 Negative effects The only one negative effect is the dependence from external financing. No others negative effects have been defined. GOOD PRACTICES 9

10 4.2 Challenges The financing of this campaign need to be more stable and shouldnot depend on external funds. Unfortunately, city budget funds are limited due to the economic situation and applying for additional money from other sources is necessary in order to continue with the campaign. The positive feedback from target group feeds enthusiasm to the team and inspires them to continue with new ideas. 5. PICTURES AND OTHER DOCUMENTATION Sustainable Consumption and Waste Information Trailer and Waste Wolf GOOD PRACTICES 10

11 GOOD PRACTICES 11

12 GOOD PRACTICES 12

13 GOOD PRACTICES 13

14 Waste Wolf on public event GOOD PRACTICES 14

15 GOOD PRACTICES 15

16 GOOD PRACTICES 16

17 Educational materials GOOD PRACTICES 17

18 Examples of video clips FURTHER INFORMATION Organisation Tallinn Environment Department Address Hraju 13, Tallinn Contact person Gennadi Gramberg Phone address Website GOOD PRACTICES 18

19 7. OTHER REGIONS WITH SIMILAR GOOD PRACTICES The following partners of the R4R-project have a good practice similar to the good practice described in this factsheet: Organisation Address Region Country Contact person: Municipality of Lisbon Rua da Boavista, nº 9, Lisbon PORTUGAL Lisbon Portugal Carla Tamagnini Phone address Website Others Short description of the main differences. carla.tamagnini@cm-lisboa.pt Lisbon City Council has two specialized teams dedicated to children from different age target groups and a third one dedicated to adults. Lisbon has already done awareness campaigns on TV and has also participated in some public events. Since 2003 the main strategy of the municipality has been communicating with the population and economic activities using a door-to-door approach. Organisation Address Region Country Contact person: Southern Regional Waste Management Office Limerick City & County Council, Lissanalta House, Dooradoyle, County Limerick IRELAND Limerick/Clare/Kerry Region (now part of the larger Southern Region) Ireland Philippa King/Carol Sweetnam Phone / GOOD PRACTICES 19

20 address Website Others Short description of the main differences. Green-Schools in Ireland (known internationally as Eco- Schools) is operated and co-ordinated by the Environmental Education Unit of An Taisce (Foundation for Environmental Education member for Ireland), in partnership with Local Authorities throughout the country. Over 3,700 primary, secondary and special schools in Ireland (>92% of all Irish schools) are currently participating in the programme and over 2,785 schools have been awarded the Green Flag. One of the main factors in the success of the Irish Green-Schools programme is the partnership between An Taisce and Local Authorities i.e. the financial and time contribution of the Local Authorities to the programme. Most of the Local Authorities have an Environmental Education Officer who provides onsite support to schools undertaking the programme. In addition to work with the Green Schools, the Environmental Education Officers also run information campaigns at public events, workshops with community groups, run environmental competitions which address all areas of waste prevention and management. GOOD PRACTICES 20

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