Tewkesbury Borough Council
Budget
£25,000 in total (£15,000 from council and £10,000 from WRAP)
Launched
April 2005
Sections
Background
Tewkesbury Borough Council covers an area of 160 square miles between the Cotswolds and the Malvern Hills. It includes the medieval town of Tewkesbury as well as large areas of countryside, covering parts of the Cotswolds and Severn Vale. It has a population of 76,248. The green box kerbside scheme collects paper, cans and glass
Aims and Objectives
To raise awareness of the kerbside scheme and recycling in general and to improve the recycling rate.
Management
The campaign was managed and run by Tewkesbury Borough Council with design of campaign materials and organisation of the roadshows by an external agency.
Approach
A variety of communications methods were used in the campaign:
- Leaflets were sent out to every household to raise awareness of the scheme and remind residents of what materials can be accepted.
- Roadshows were held at local supermarkets. These provided information on recycling services, answered questions and took requests for boxes and subsidised compost bins.
- Advertising was placed in local papers and posters were put up in parish notice boards.
- Articles on recycling were written for the council’s biannual newsletter.
- Doorstep canvassing was carried out, covering 30,000 households.
- Quarterly advertising campaigns using outdoor media (billboards, adshels and bus sideliners), press advertising (local newspapers and magazines) and Radio (action desk and advertising)
- A website was developed to provide comprehensive information on local recycling services: www.recycleforgloucestershire.com
- HRC (CA site) improvements - new “above bin” signage was erected to encourage greater segregation and recycling. On-site billboards advertised available facilities and provided feedback to site users. Press ads advertised site locations, opening hours and recycling opportunities.
- A forum of waste based social enterprises was established and a website built to promote their activities: www.gcwp.org.uk.
Using RecycleNow
Recycle Now branding was used to build on the awareness raised by the national campaign and the television advertising in particular.
Monitoring
A brand recognition survey was carried out by telephone. Participation monitoring was conducted pre-, mid- and post-campaign. Tonnages of recyclate and refuse collected are compiled by the council each month.
Achievements
Participation in kerbside recycling is up by 7.5% countywide.
In Tewkesbury the recycling rate for dry recyclables increased by 2%, with no changes to the service. The countywide recycling rate (which includes green waste) increased by 9% to 30% in 05/06.
Householders are recycling more often - set-out rates were measured on 3 consecutive collection days at the beginning, middle and end of the campaign. There was a 10% increase over time in the number of households participating on 3 consecutive collections.
Awareness of recycling promotions went up by 15% according to the results of a pre and post campaign telephone survey. In addition, 86% of residents surveyed are satisfied with the kerbside recycling schemes. Satisfaction levels increased over the campaign period.
70% of people recall seeing or hearing a recycling promotion in the last six months according to an on-street attitude and awareness survey conducted in March 2006.
For more information, please contact Chris Bosley on 01684 272181 or Fridey Cordingley at WRAP, Fridey.Cordingley@wrap.org.uk.