Environment Protection Authority

Transcription

1 Environment Protection Authority Consultancy report: Community Education and Awareness Strategy for Waste Management This report has been prepared by consultants for the Environment Protection Authority (EPA) and the views expressed do not necessarily reflect those of the EPA. The EPA cannot guarantee the accuracy of the report, and does not accept liability for any loss or damage incurred as a result of relying on its accuracy.

2 FINAL REPORT Community Education and Awareness Strategy for Waste Management Prepared for Environment Protection Authority 77 Grenfell Street ADELAIDE SA July

3 Project Manager: Project Director:.. Bronte Nixon Senior Environmental Planner.. Ruan Perera Principal URS Australia Pty Ltd 25 North Terrace, Hackney South Australia 5069 Australia Tel: Fax: Author:.. Bronte Nixon Senior Environmental Planner Date: Reference: Status: 3 July FINAL

4 Contents Executive Summary ES-1 1 Introduction Introduction Strategy Development Process Working Towards a Zero Waste SA Recent Waste Reforms in SA The Opportunity for a Zero Waste SA The Waste Education and Awareness Strategy The Waste Education and Awareness Strategy Integration with the State Waste Strategy Roles and Responsibilities Activities and Tools The Promotional Theme/Brand A State Residential Waste Profile Marketing and Promotion of Products made from Recycled Materials List of Popular Products that can be Recycled Implementing a Community Volunteer Program Using Well Known Personalities for Promotion Television Awareness Campaign Radio Awareness Campaign Website Local Government Waste Awareness Resource Kit Awareness Raising Outdoor Signage/Advertising Sponsored Promotional Events and Displays at Major Events Public Place Recycling Facilities Educational Displays Newspaper Lift-Out Free-call Line A Responsible Shopping Guide Household Information and Awareness Booklet Promotion of Composting Partnerships with Interstate Agencies for National Awareness Activities for Community Sectors Implementation Plans Funding and Resource Plan The Gold Program Funding and Resource Plan The Silver Program Funding and Resource Plan The Bronze Program Funding and Resource Plan Assessing Performance Evaluation Key Performance Indicators Systems to Measure 3-42 i

5 Contents 4 Existing Programmes in SA Survey Technique Key Survey Findings Council Kerbside Recycling Facilities Detailed Analysis of Survey Responses Survey Responses from Metropolitan Councils Survey Responses from Rural and Regional Councils Northern Adelaide Waste Management Authority (NAWMA) Solo Waste Local Government Association (LGA) Southern Region Waste Resource Authority Wingfield Waste Management Centre Waste Education Centre KESAB Peter Schulz Waste Education Consultant South East Local Government Association Cleanaway SITA Recyclers of SA Best Practice Key Findings Interstate Information The Business of EcoRecycle & Waste Wise The Waste Wise Programs International Information The National Waste Initiative of the UK The Rubbish Revolution The Slim Your Bin Campaign Doing Your Bit United Kingdom Waste Education Internet sites Changing Community Behaviour Key findings A Culture of Convenience Community Attitudes to Waste Recycling in South Australia How to Change Behaviour Behavioural Outcomes Required Community Sectors in South Australia The Different Groups Available Information on Participation Targeting Information to Specific Groups Key Target Sectors Communication and Information Material Promotional Theme/Brand Key Messages 8-2 ii

6 Contents Key Awareness Raising Messages Broad State-Wide Education Messages Community Sectors and Key Messages Campaigning and Message Delivery Key findings Media Options A Media Campaign Frequency Other Delivery Options Source of Information Community Networks Face-to-Face Communication Conclusions iii

7 Executive Summary URS Australia Pty Limited (URS) was commissioned by the South Australian Environment Protection Authority (EPA) and the Waste to Resources Committee (WRC) in October 2002 to prepare a community education and awareness strategy for waste management in SA to assist the State Government in formulating the State Waste Strategy. Background A 2002 audit of kerbside waste in South Australia, conducted for the EPA, found that much of what is being sent to landfill is unrecovered recyclables such as paper, cardboard and plastics, or compostable materials (22). Based on Waste Audit 2002 information (22), a reduction of kerbside waste going to landfills of at least 74% could readily be achieved by changing our behaviour. Changing our attitudes to avoid consumables will also help further reduce the balance of 26% of other wastes going to landfill. A state-driven strategy is necessary to increase community confidence in waste management in South Australia and to try and increase and maintain community enthusiasm in working towards a Zero Waste target. Funds raised by the increased Waste Depot Levy will be made available to support waste initiatives that focus on waste avoidance, reduction, recycling, reuse, and recovery. A state role is required to help raise the community awareness of why and 'how' to manage waste (avoid, reduce, reuse, recycle and recover) and to educate the community on issues that are common across the whole of South Australia, regardless of available waste services and facilities or council area. The community education and awareness strategy has been designed by URS Australia to help support the State Waste Strategy work towards a vision of zero waste. The desired outcomes of implementing the Strategy include: Increased participation in kerbside recycling. Reduced contamination in recyclables. A reduction in the quantity of garbage placed out for collection. Increased participation in green organics recycling and composting. A greater understanding of why recycling is important and what the benefits are The Waste Education and Awareness Strategy generally consists of the following key components: Development of a Branding/Promotional Theme that will be applied to each education and awareness program/activity and will link individual activities back to the over-arching campaign. The Zero Waste Education Program that aims to increase the community s knowledge and improve attitudes and practices through building upon existing programs. ES-1

8 Executive Summary The Zero Waste Awareness Program, which aims to increase the level of community awareness about waste issues in general. Performance Assessment, which is integral to ensuring that the strategy is successful. The Process In order to achieve the desired outcomes for this study, URS interviewed metropolitan and regional/rural councils and existing waste organisations and industries to establish exactly what was already being done in South Australia in terms of waste education and awareness and to determine their thoughts and ideas about a role for the EPA in education and awareness. From these interviews it was determined that councils and existing waste management organisations focus mainly on educating about how to recycle within their specific areas or regions as opposed to why. It was also suggested that a potential role for the EPA lay in awareness-raising across the state and supporting existing education programs. A role for the EPA in waste education and awareness was then determined, which incorporated leaving the detailed waste education to councils and waste management organisations and focusing on waste awareness as well as broader state-wide education issues. There is also a definite opportunity for the EPA to form linkages and partnerships with various organisations, especially in relation to funding of education programs and awareness campaigns and implementation of joint initiatives. An important aspect in designing any environmental education strategy is reviewing the behavioural changes required to achieve the desired outcomes. The key outcome of this section of the report was that recycling behaviour is linked to the availability of services and facilities and the level of understanding about why its is important to avoid, reduce and recycle waste. Other important findings were that recycling is a fundamentally different behaviour to avoiding, reducing and reusing and that to change a particular behaviour the person must perceive the particular activity as beneficial and in accordance with their own values. The activity must also be easy to understand and adopt. Importantly, it was found that in order to achieve the behavioural changes required it is important to inform the community about what happens to waste locally and increase awareness and understanding of relevant waste issues. Key target community sectors were then identified in order to prioritise groups that could perhaps be targeted with a new waste education and awareness campaign (however it is important to note that the strategy s main target group is actually the entire population). Key target groups for South Australia were identified as flat and unit dwellers, new residents to areas, ethnic communities (particularly Italian, Greek and Vietnamese), renters/tenants (especially Housing Trust tenants), rural and regional communities, fulltime workers, holidaymakers, youth (age 13 19), senior citizens (over the age of 60), and households that currently do not recycle. After determining the behavioural changes required to increase participation in waste management and identifying the key community sectors for potentially targeting waste campaigns it was important to look at the kind of material that would need to be produced to raise awareness across the state and educate on some of the broader issues. Besides recommending the use of a promotional theme or brand for ES-2

9 Executive Summary recognition and linking different initiatives, the strategy recommends a set of key awareness raising messages, as well as a set of broad state-wide education messages. These are messages that relate to issues that apply across the state, regardless of council area or location. Overall, it is essential to emphasise why waste avoidance, reduction, reuse and recycling are so important. Avenues of information were then explored in the strategy. These are the ways that information can be disseminated to the community. The key avenues investigated and recommended including the use of media (television, radio, website and newspapers) and interestingly the use of ethnic radio stations in the past have proved to be successful in educating about recycling in Greek and Italian areas. Other delivery options included the use of councils and organisations that already have a role in waste education, the use of community networks and the potential use of face-to-face communication. From here, potential education and awareness tools and activities were explored and recommended. Potential tools for promoting awareness and education included using the promotional theme/brand, a state residential waste profile, marketing and promotion of products made from recycled materials, lists of popular products that can be recycled, implementation of a community volunteer program, and using well known South Australian personalities for promotion of waste issues. Potential activities to raise education and awareness about waste issues include a television awareness campaign, radio awareness campaign, website, newspaper lift-out, local government waste awareness resource kit, outdoor signage, sponsored promotional displays at major events, public place recycling facilities, educational displays, a free-call line for information, a responsible shopping guide, a household information and awareness booklet, promotion of composting, and looking into potential partnerships with interstate agencies for national awareness. These tools and activities are all described in section 3 of the strategy and associated timeframes, costs, potential audiences, issues to be addressed, key community sectors and other considerations are outlined in two tables with the aim of contributing to the final recommended programs. URS also considered how to evaluate and measure success. This is a very important concept in terms of measuring the success of the strategy, but also in measuring the success of the individual activities, which make up the overall education and awareness program. Outcomes of waste audits, council surveys, community attitude surveys and market research were found to be the most useful tools for measuring the success of any strategy. Outcomes Three program/strategy options have been recommended that bring together all facets of the report. They include a gold, silver and bronze option and include various tools for education and awareness and a range of the different activities outlined above. All the recommended programs would be linked by the promotional theme. Recommendations have also been made for the duration of implementation over a five year period, as well as recommendations on aims, information dissemination and delivery options, whether education or awareness material would be used, particular community sectors targeted, funding opportunities, ways to measure success and approximate indicative costs and resourcing arrangements. ES-3

10 Executive Summary The following is a summary of each program/strategy option: Gold The Gold program targets a high level of participation from a broad cross-section of the community. It is envisaged that this program could cost up to $2.6 million over five years and incorporates activities including a television and radio awareness campaign, website, outdoor signage, newspaper lift-out, household information and awareness booklet, a road-show and educational displays, local government resource kit, sponsored events and displays at major SA events, public place recycling programs and finally, composting displays. This program would require an approximate staffing level of 7.1 FTE over five years with 2.1 FTE for the first year. Silver The Silver program targets moderate levels of participation from a broad cross section of the community and could cost approximately $885,000 over five years. Activities here would include a radio awareness campaign, website, outdoor signage, newspaper lift-out, household information and awareness booklet, educational displays, sponsored events and a public place recycling initiative. This program would require an approximate staffing level of 5.1 FTE over five years with 1.25 FTE in the first year. Bronze The Bronze program targets moderate levels of participation from defined community target sectors. It is envisaged that the program could cost up to $320,000 over five years and it incorporates a radio awareness campaign for selected stations, website, newspaper lift-out, educational displays and composting displays. This program would require a staffing level of 3.9 FTE over five years with 0.9 FTE in the first year. These three options allow the EPA to select an education and awareness programme to suit their budget and staffing levels. The Gold program is obviously the favoured option due to its comprehensive coverage, however URS has costed individual activities in this report making it possible for the EPA to pick and choose activities (outside of the scope of the recommended program options) to suit budgetary and other requirements. ES-4

11 1 Introduction Introduction SECTION Introduction URS Australia Pty Limited (URS) was commissioned by the Environment Protection Authority (EPA) and the Waste to Resources Committee (WRC) in October 2002 to prepare a community education and awareness strategy for waste management in SA to assist the State Government in formulating the State Waste Strategy. The scope of works required that the Strategy be based upon research into: The directions of the State s Waste Strategy Current community education and awareness programs which deal with waste management that are being implemented in SA Benchmarking Interstate and International best practice Analysing of behavioural changes required to make Zero Waste a reality Identifying methods to raise the community's awareness and understanding of, as well as their access to information on waste management The key outcome required by the State Government is to have South Australians participate in its Zero Waste strategy. This strategy relates to the management of waste by avoidance, reduction, reuse, recycling and recovery, as outlined below. To this end, the Waste to Resources Committee has indicated that a community education and awareness strategy, focusing on households, is a priority to help increase participation rates in the most preferred methods of waste management. Avoid Reduce Reuse Recycle Recover Treat Disposal The focus is on influencing South Australian consumer purchasing decisions so that they avoid wastegenerating consumables and encouraging South Australians to reduce their generation of waste by initially utilising, reusing items more than once, and recycling materials to produce other new products. A strategy of this nature needs to have linkages with existing activities being undertaken by local government and specific waste education organisations so that there is co-ordination and co-operation towards the overall Zero Waste vision. 1-1

12 Introduction SECTION Strategy Development Process The specific aim of the Strategy is to facilitate and support a greater awareness and appreciation of waste avoidance, reduction, reuse, recycling, and recovery by identifying: The different community sectors that should be targeted The most useful forms of media to relay messages to the community The core messages Criteria for measuring success of the program An estimated timeframe for implementation In order to achieve these broad aims, there are several stages that URS carried out in order to produce a useful and realistic strategy. First, URS looked at exactly what is already being done in terms of community education and awareness by various Councils and organisations in order to determine potential overlaps, potential conflict, opportunities for integration and to simply acquire useful information and recommendations. A review of key interstate and international programs followed, the results of which are presented in Sections 4 and 5. URS then considered the behavioural changes required to change the waste culture in South Australia to recycling being a useful, positive and regular part of the household regime. Identifying community sectors and key community target groups followed on from this phase of the strategy. These are reported in Sections 6 and 7. Key awareness raising and educational material were then recommended through determining key messages that can be communicated across the whole of South Australia, regardless of council boundaries and waste management facilities, followed by targeted educational material. Forms of media were also investigated as well as sources of information and delivery options. Sections 8 and 9 detail these findings. Finally, URS designed a strategy that makes recommendations for awareness raising and education activities, recommendations for implementation, timelines and methods for measuring the success of the strategy implementation. The strategy is presented in Section

13 2 Working Towards a Zero Waste SA Working Towards a Zero Waste SA SECTION Recent Waste Reforms in SA The State ALP s 2002 election promise was to deliver a new legislative framework under which the Government could work with the private sector and local governments to drive waste reduction in SA. The proposed reforms included: Establishing a local government waste management group to improve co-ordination of services and economies of scale Establishing new transparent financial arrangements and increase the waste disposal levy to fund reforms Implementing additional legislative changes Developing and implementing a State Waste Strategy The EPA and the WRC are currently responsible for policy development and research at State level regarding waste minimisation, recycling and waste management in South Australia. On the 22nd January 2003, the State Government announced the formation of a new waste management body - Zero Waste SA. The aim of this body is to work with the community, local government, and the recycling and waste disposal industries to develop an integrated waste reduction strategy for South Australia. The SA Local Government Association (LGA) is advocating the voluntary formation of regional waste groups by councils and for these groups to prepare regional waste management plans to implement the State Waste Strategy within a regional context. The LGA has also officially established a new committee on Waste Future Policy Directions. This new body will provide a mechanism for local government in South Australia to deal with waste issues in a coordinated and unified manner. The future of these reforms provide a platform for creating the organisational frameworks, partnerships with regional and local council, and funding platforms to deliver a quality community education and awareness strategy in SA. 2.2 The Opportunity for a Zero Waste SA Statistics regarding the amount of kerbside waste sent to landfill in Australia are well publicised, as are the analogies. Australians are the second highest producers (behind the United States) of waste, per person, in the world with each of us sending almost 690 kilograms of waste to landfill each year (12). Environmentally and socially acceptable locations for landfill facilities in South Australia are limited and their development is considered inappropriate in metropolitan areas because of their negative environmental effects, such as odour, dust, rubbish and vermin, but also due to widely publicised campaigns against the siting of facilities in the vicinity of residential areas or towns. These issues become even more important adjacent to waterways, the coast, and areas of native vegetation. 2-1

14 Working Towards a Zero Waste SA SECTION 2 A 2002 audit of kerbside waste in SA, conducted for the EPA, found that much of the material being sent to landfill consists of unrecovered recyclables such as paper, cardboard and plastics, or compostable materials, as demonstrated in the figure below (22). This figure indicates the significant opportunity that is available to work towards a Zero Waste strategy in SA. Figure 1: Outcomes of the Kerbside Waste Audit Waste Audit 2002 Compostable Organics 52% Recyclable Paper/ Cardboard 14% Other Waste 27% Recyclable CDL 3% Recyclable Glass 4% The current level of waste disposal may not be sustainable in the medium to long-term and solutions are needed not only to implement more sustainable waste treatment and disposal facilities, but also to change the general consumer culture in Australia through community education and awareness. The best way to do this is by creating an understanding and a desire for the community to think about their actions and then change their behaviour. The waste hierarchy is used throughout Australia to outline the preferred order of waste management practices from most preferred (avoidance, reduction, reuse, recycle and recover) to least preferred (treatment and disposal). Waste avoidance, reduction, reuse and recycling are important in Australia to ensure the preservation of our eco-systems, social fabric, economy and land. It is no longer acceptable for society to believe that treatment and disposal of waste are acceptable if we are to achieve a sustainable way of life. 2-2

15 Working Towards a Zero Waste SA SECTION 2 Based on Kerbside Waste Audit 2002 information (22), a reduction of waste going to landfills of at least 74% could readily be achieved by changing our behaviour patterns. This would put SA well on track to a Zero Waste outcome. Changing our attitudes to avoid consumables will help further reduce the balance of 27% of other wastes going to landfill. Figure 2: Components of Zero Waste SA Avoidance Reduction Reuse Recycle Recovery ZZeerroo Waassttee SSA Many local councils are implementing and improving recycling facilities and educating their communities about their recycling services and facilities available. Regional Waste Management Authorities and industry have also integrated education services into their normal waste and recyclables collection and treatment services. The regional and local initiatives provide a positive platform from which the State can progress towards the Zero Waste vision. There have been some negative perceptions and publicity about some parts of the waste industry in recent years, where issues have arisen because of inadequate facilities and funding to deliver on the initiatives. A state-lead strategy is necessary to rebuild community confidence in waste management in SA and to try and increase and maintain community enthusiasm in working towards a Zero Waste target. Funds raised by the increased Waste Depot Levy will be made available to support waste initiatives that focus on waste avoidance, reduction, recycling, reuse, and recovery. A state role is required to help raise the community awareness of why and 'how' to manage waste (avoid, reduce, reuse, recycle and recover) and to educate the community on issues that are common across the whole of South Australia, regardless of available waste services and facilities or council area. 2-3

16 3 The Waste Education and Awareness Strategy The Waste Education and Awareness Strategy SECTION The Waste Education and Awareness Strategy The Waste Education and Awareness Strategy is a community education and awareness strategy designed by URS to help support the State Waste Strategy in its commitment to work towards a vision of zero waste. The desired outcomes of implementing the Strategy are: Increased participation in kerbside recycling Reduced contamination in recyclables A reduction in the quantity of garbage placed out for collection Increased participation in green organics and composting 3.2 Integration with the State Waste Strategy Figure 3 indicates the integration required between the State Waste Strategy and a community education and awareness strategy. Fundamental to the Strategy is the need for it to be given purpose. The State Waste Strategy (SWS) when finalised will set the overall objectives and provide the necessary programs that are required to achieve the zero waste vision against which specific action plans can be designed and developed. The Community Education and Awareness Strategy should become a program within the overall State Waste Strategy. At this stage we have assumed the key programs will relate to household reduction of waste, market development for recycled products, commercial, industry and government reductions in waste, resource recovery and waste management, organics recovery and public place and events recycling. From programs such as these we could expect action plans to be developed that consider issues such as: Kerbside recycling campaigns Home composting campaigns Media training for regional and local based officers (for EPA and Council) Grants for community initiatives Provision of public place recycling equipment Mobile education On-line education 3-1

17 The Waste Education and Awareness Strategy SECTION 3 Figure 3: The Waste Education and Awareness Strategy Wheel The exact nature of the action plans need to be tailored to the overall State Waste Strategy and as such, at this stage, URS has taken a generic view of what could eventually be achieved. The Waste Education and Awareness Strategy consists of the following key components: Branding/Promotional Theme Zero Waste Education Program Zero Waste Awareness Program Performance Management A Branding and promotional theme for The Community Awareness and Education Strategy needs to be created. The brand needs to be applied to each program to give similar but distinctive images eg: Buy Recycled could be a branding applied to market development programs designed to target increased purchasing of recycled products. Branding is an important mechanism by which the community can recognise how their decisions are effecting change. As part of the Branding investigations, key messages need to be developed that are simple, clear and personalised. Key messages should relate waste management to environmental issues, confirm that local 3-2

18 The Waste Education and Awareness Strategy SECTION 3 action can make a difference, confirm the do and don ts of waste management, and keep exposing issues and messages. More than anything, key messages must deliver action and not words, and as such they must be backed up by real things making a real difference. Key messages and the branding program will need to consider the target audience. Sectors of particular interest include the female head of the family who has most influence in recycling and buying recycled, school-aged children, who can teach other members of the family sustainable waste management practice (including their parents), the under 55 age group; the majority of whom do not compost, and youth, who require some form of role model to influence their behaviour. Zero Waste Education Programs aim to increase the community s knowledge, and improve attitudes and practices towards zero waste through avoidance, reduction, reuse and recycling. Zero Waste Education needs to be provided through an integrated system of state, regional, and council waste education strategies. The State Strategy is seeking to build and improve existing community awareness and education investments already made by local government, and regional and private sectors so as to compliment and integrate them. The State is well suited to build the best practice model for Zero Waste Education and to then support its implementation at the regional and local level through funding assistance and assistance with local strategy development. Zero Waste Awareness Programs need to be linked to the overall State Waste Strategy programs with the aim being to increase general community awareness of waste issues. Awareness initiatives will provide support through campaigns, production and distribution of information, and via advertising and media promotions and activities. The Strategy has designed activities that are very much about engaging the community to work towards a Zero Waste SA, creating a wide array of information and resources to help the community, and facilitating access to these across the State including more remote areas and to people with non-english speaking backgrounds. Assessing Performance is integral to ensuring that the Strategy is successful and that returns for funding can be measured. The establishment of key performance indicators for the State s Waste Strategy, individual programs and the Waste Education and Awareness Strategy need to be measured. The opportunity to use existing waste audits, kerbside audits and community attitude surveys, annually, represent significant tools for monitoring progress and measuring performance. 3.3 Roles and Responsibilities This strategy takes into account the appropriate role of State, regional waste bodies, individual councils, and industry in education and awareness and potential opportunities under future waste and resource management legislation reforms. There is also opportunity to integrate with future Commonwealth initiatives (comparative examples include the successful Clean up Australia campaign and the Keep Australia Beautiful campaign, although these were both focused on litter control). Councils in South Australia currently offer varying levels of kerbside and general recycling services. As a result of this it is not beneficial for the EPA to attempt to recreate what is currently being undertaken by existing waste education centres (reinforcing the importance of trying to achieve consistency of services 3-3

19 The Waste Education and Awareness Strategy SECTION 3 across South Australia). There is certainly scope for the EPA to implement a broad awareness strategy that focuses on educating the community about why recycling is so important and communicating some of the broader waste and recycling issues that are relevant throughout the state (for example, composting, recyclable contamination, issues associated with plastic bags etc). These broad awareness and education messages can then be followed-up on the ground by more detailed site-specific information produced by councils and existing waste education organisations. There is also a role for the EPA to support the local development of educational strategies and it can do this by benchmarking practices and bringing together best practice education models and by funding the development of local strategies and initiatives. There is also a role the EPA could play in the education of industry participants to improve the integrity of waste management in SA as perceived by households, for example quality composting. There could be an additional role for the EPA to provide educational tools for rural and remote areas that may not have easy access to other educational initiatives. The use of publicised online interactive education (such as Recycle City ( City/) used by the USA EPA) would be useful here. The level of commitment and knowledge of the various organisations that have an existing role in education and awareness, such as Solo, NAWMA and KESAB, is significant and should be complemented. These organisations, as well as councils and other waste management organisations are already implementing a range of education programs and initiatives that are relevant in the particular areas that they service (with the exception of KESAB, which has a broader state-wide focus). Rather than reinventing the wheel, it would be advantageous for the EPA to leave the detailed waste education to these groups and organisations and to focus on broader education and awareness issues. There is, however, a definite opportunity for the EPA to form linkages and partnerships with various organisations, including industry (the recycling and waste management industry), especially in relation to funding of education programs and awareness campaigns and implementation of joint initiatives. The key goal of waste minimisation education in relation to kerbside collections is generally to minimise the amount of garbage being sent to landfill. This means undertaking education and awareness to achieve a range of outcomes including: Reduced contamination of recyclables Lower quantities of both garbage and recyclables because of increased reducing and reusing Increased composting, worm farming and mulching for dealing with food and garden waste materials on-site Increased diversion of materials from the garbage stream to resource recovery and drop-off centres These desired outcomes are well within the scope of an awareness and broad education strategy for the EPA. They are outcomes that are relevant throughout the state, and messages and activities associated with promoting these outcomes can occur state-wide without inciting confusion and cross-boundary issues. 3-4

20 The Waste Education and Awareness Strategy SECTION Activities and Tools The Strategy consists of a number of feasible Activities (as outlined in the following table) based on information collected during interviews, research into other state, interstate and overseas strategies, consideration of desired behavioural changes, information on community groups and key messages, and recommendations on media and delivery options. The EPA will need to further develop and implement these activities over time and consider issues such as funding arrangements, staffing levels and consultation with existing organisations. Some of these activities will be more viable and cost-effective than others and URS has given some guidance in these in Section 3.6 and 3.7. Activities will become most effective when they are designed to suit the context and location by targeting certain community sectors with relevant messages at appropriate venues. For example, key messages regarding green organics contamination, composting and worm farms could be promoted at gardening shows, nurseries and garden shops. Messages regarding plastic bags could be targeted to shoppers at supermarkets and shopping centres. Timeframes are an important consideration in the planning and implementation of the activity options. One option is to fit all options within one campaign timeframe, say six months to one year, to fit in with a television advertising campaign option. However, many of the activity options can be carried out within varied timeframes determined by the EPA, or as once-off activities. It should be noted that the first six options listed in the following table are essentially tools to support activities, rather than activities in themselves. The following table is a summary of all the recommended education and awareness activity options (which are further described later in this Section). The activity priority column indicates the importance of the particular activity if the EPA wished to implement individual activities only (in other words, not part of a holistic program). Priorities are ranked in descending order, with 1 = a high priority activity. 3-5

21 The Waste Education and Awareness Strategy SECTION 3 Table 1: Summary of Recommended Education and Awareness Activities Activity Time- Estimated Target Issues Points to Consider EPA Further Activity frame / Costs Audience Addressed Implementation Consideration Priority Duration Recommended Recommended before Implementation Promotional Ongoing Low (25K) for State-wide A promotion To be used for N/A Theme advertising component of familiarity and company to develop and other activities linking programs and initiatives.! promote theme State Ongoing N/A State-wide A promotion To be used for N/A Residential Waste Profile component of other marketing and promotion of! activities waste issues. Marketing Ongoing Low (10K) for State-wide A promotion To be used to N/A and development component of demonstrate that Promotion of of marketing other recycling does Products made from plan (would need to link activities work and to provide examples! Recycled in to broader of tangible Materials advertising outcomes. campaign) List of Ongoing In-house State-wide A promotion To be used to N/A Popular Products that cost as part of program component of other reinforce what products and! can be activities materials can be Recycled recycled. Community Ongoing Costs State-wide A promotion To be used to get N/A Volunteer depend on but component of people to think Programs management targeted at other about waste time households that do not activities reduction and to show them how! currently easy it is to participate participate in in recycling recycling. 3-6

22 The Waste Education and Awareness Strategy SECTION 3 Activity Time- Estimated Target Issues Points to Consider EPA Further Activity frame / Costs Audience Addressed Implementation Consideration Priority Duration Recommended Recommended before Implementation Using Well- On an As Low (10K to Based on A promotion Help to N/A Known Needs 30K) + costs the component of communicate key Personalities basis with of other particular other messages. for Promotion other activities activities activity activities To be seen doing the right thing.! To promote and invoke recognition. Television Awareness Three month High (300K to 500K) State-wide coverage Broad awareness Would need to be followed up with 3 Campaign period issues with detailed links to information to promotional make it theme worthwhile. Very expensive. Ads need to be! constantly updated to remain interesting. Would need to be part of a broader campaign. Radio Awareness 12 month package Low to Medium cost State-wide including Broad awareness Wide coverage of different 1 Campaign with daily (10K to 60K) many issues and audiences air-time target state-wide including ethnic groups educational groups via ethnic messages community radio stations.! Potential to run competitions. Relatively inexpensive. 3-7

23 The Waste Education and Awareness Strategy SECTION 3 Activity Time- Estimated Target Issues Points to Consider EPA Further Activity frame / Costs Audience Addressed Implementation Consideration Priority Duration Recommended Recommended before Implementation Website Ongoing Low (10K to 25K) State-wide but Broad awareness Central website linked to the 1 excluding issues and promotional people who state-wide theme with links do not have educational messages. to industry, service providers! access to a computer Statistics and data. Links to other and waste education organisations sites. Local Government Ongoing Low to medium (10K State-wide via council Broad awareness A resource kit to help councils 3 Waste to 60K) and state- implement their Awareness wide own programs. Resource Kit messages. Integrated through Detailed education via linkages to promotional! council. theme. Could include Includes a range a New of materials and Residents information. Information Kit. Awareness Raising Outdoor Signage Fit in with initial timeframe of campaign Medium (30K to 60K) State-wide including many target groups Broad awareness issues with links to promotional theme Wide coverage. Can also target specific areas and community sectors.! 2 Promotional Displays at Ongoing Low to medium (10K Various audiences Broad awareness Needs to be supported by 2 Major Events to 60K depending issues and public place depending on major state-wide recycling. on promotional material) event. Could include educational messages. Good opportunity to raise awareness of different! many groups. target groups. 3-8

24 The Waste Education and Awareness Strategy SECTION 3 Activity Time- Estimated Target Issues Points to Consider EPA Further Activity frame / Costs Audience Addressed Implementation Consideration Priority Duration Recommended Recommended before Implementation Public Place Recycling Ongoing / long term Initial expenditure State-wide General awareness of Enforces recycling as an activity that 2 then linking recycling occurs into existing everywhere. waste management services Highly visible. Stickers or posters can link bins to! the promotional theme. Could target key community sectors by placing bins in certain locations. Educational Displays Ongoing Low to medium (10K Community members Broad awareness Manned displays at shopping 2 to 60K at various and state- centres and at depending locations wide Rundle Mall using! on education various visual promotional issues. techniques to material) raise awareness Newspaper- Lift-out Once-off Low to Medium (20K State-wide (all readers Broad awareness Opportunities for sponsorship by 1 to 50K) of the issues and industry. Advertiser) state-wide educational messages. Good awareness raising opportunity.! Statistics and data as necessary. Wide coverage. Link to promotional theme and overall campaign. 3-9

25 The Waste Education and Awareness Strategy SECTION 3 Activity Time- Estimated Target Issues Points to Consider EPA Further Activity frame / Costs Audience Addressed Implementation Consideration Priority Duration Recommended Recommended before Implementation Free-call Line Ongoing / Long term Low to medium (10K State-wide General and detailed Number would need to be 3 to 60K) information marketed and about waste promoted and reduction, could be printed reuse and on all awareness recycling, taking into and education material.! account location and council area Manning issues would need to be clarified and cooperation would be required from all councils. Responsible Shopping Ongoing (would Medium (30K to 60K) Shoppers A guide to shopping, Would require research into 3 Guide require providing various updating) advice on supermarket avoidance of brands and overpackaged goods and the purchase of recyclable goods or packaging. practices. Would need to ensure that there is enough product choice available in shops.! Household Information Once-off Medium to high (50K to State-wide households Broad awareness Would need to contain simple and 2 and 200K) issues and positive messages Awareness depending state-wide with graphics and Booklet on content educational promotion of the and type messages website and any including other relevant! shopping tips activities. and other relevant household information. Would be linked to the promotional theme and overarching campaign. 3-10

26 The Waste Education and Awareness Strategy SECTION 3 Activity Time- Estimated Target Issues Points to Consider EPA Further Activity frame / Costs Audience Addressed Implementation Consideration Priority Duration Recommended Recommended before Implementation Promotion of Composting Fit in with initial Low (under 10K) State-wide Promote composting Composting and worm-farm 2 timeframe as an easy displays could be of campaign household activity with implemented at locations such as! many out the front of advantages the hardware and garden centres National Awareness Ongoing Medium to high (50K to Nationally National awareness Lengthy and detailed 3 250K) raising related to organisation. May not be practicable! waste issues at the current time. 3-11

27 The Waste Education and Awareness Strategy SECTION The Promotional Theme/Brand As outlined previously, a general waste minimisation promotional theme can be used as a tool to link different programs and initiatives. A promotional theme can appear on all promotional material (such as posters, banners, stickers, advertising etc) and if used widely can help to: Raise the profile of waste reduction and recycling as activities that occur everywhere Reinforce waste minimisation actions across the range of sectors and activities Provide a level of awareness that links various programs and activities Aim to make it socially desirable to participate in waste minimisation and socially unacceptable not to The promotional theme can be used through local media, on prepared awareness raising and education materials and information and in association with all local waste minimisation programs and activities, as discussed in the options below. Examples would include using the theme on stickers for wheelie bins and recycling bins and crates, on shopping bags and hats where incentive giveaways are used and to give local events a theme A State Residential Waste Profile As a starting point it could be useful for the EPA to consider a number of ways to help promote waste issues in South Australia. Initially, a residential waste profile could be developed which would demonstrate approximately how much garbage each household in the state produces (results of the 2002 kerbside audit would contribute to this). EcoRecycle s Waste Wise program recommends doing this for council initiatives but this can also be applied to the state context. This would help people understand the type and amounts of waste they are generating and disposing of. A typical waste profile for South Australia could show how much waste is: Food waste Garden waste Potentially recyclable material General household waste The annual waste audit should be able to provide this type of information for council areas and an average could then be determined to produce a state profile. It could then be displayed as a colourful pie-chart as displayed in Section

28 The Waste Education and Awareness Strategy SECTION Marketing and Promotion of Products made from Recycled Materials The major message that was common to all interviews with waste education organisations (summarised in Section 4.4) is that recycling does actually work. The community needs to be made aware of products, which are constructed, from recycled materials. It is possible that an advertisement could show examples of such products followed by the recycled materials that were used to construct it. This would demonstrate the positive issues behind recycling. Items developed from recycled materials could also be distributed at major events and at education displays as discussed in the options below List of Popular Products that can be Recycled The EPA could put together a list of products that can be recycled but that currently aren t often recycled for example pizza boxes, which could be used in the activities recommended below Implementing a Community Volunteer Program As discussed in Section 9.3.3, this program (which is a tool to support the delivery of initiatives and activities) would involve members of the community undertaking training and then initiating waste minimisation activities and face-to-face communication and awareness raising within their local communities. Examples of community members who may be interested in helping implement this activity could be: Boy Scouts and Girl Guides Community Service Clubs High School Students Community volunteers who are interested in environmental issues and have some time to spare Local environment groups Volunteers could visit households that do not participate fully in recycling and talk to them (in a friendly manner) about the advantages of waste reduction and recycling and demonstrate how easy it is to participate Using Well Known Personalities for Promotion One example of a type of promotional activity is to engage the support and services of a community leader or well-known identity to help communicate key messages and to be seen doing the right thing. As an example, Landcare Australia recently involved Louise Sauvage (Australian Paralympian) for one of their campaigns. A Landcare Australia media release had Louise Sauvage calling on the Australian community to rethink the amount of rubbish they dump in landfill and quoting: 3-13