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King County Recycle More. It’s Easy To Do.. Goal and Objectives Program goal: Increase single-family residential recycling as measured by waste diversion.

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Presentation on theme: "King County Recycle More. It’s Easy To Do.. Goal and Objectives Program goal: Increase single-family residential recycling as measured by waste diversion."— Presentation transcript:

1 King County Recycle More. It’s Easy To Do.

2 Goal and Objectives Program goal: Increase single-family residential recycling as measured by waste diversion rates (by weight) Communication objectives:  Motivate target audiences to recycle more/better  Help overcome in-home convenience barriers  Create and provide a consistent “how-to” recycling message that can be used County-wide

3 King County: Recycle More, It’s Easy to Do. Research showed that 94% of people said they recycled everything they could, yet 50% of what is in garbage cans is recyclable. In-home interviews > Conducted day before garbage day > Interviewer and “sorter” visited families > Sorter took garbage and recycling into back yard > Brought recyclable items into home and interviewer asked about why they ended up in the garbage Key findings > People know what can and can’t be recycled > Items generated outside the kitchen were more likely to end up in the garbage (convenient location of recycle bins is key) > Items with the “ick” factor (e.g. peanut butter jar, cat food can) often ended up in garbage > Families with a recycling champion did a better job of recycling Research

4 Approach Prompts: Use a combination of social marketing outreach and broad-based education tactics to educate and remind Change the Norm: Encourage the residential population base that believes they already recycle well to do it better Incentives: Use a grassroots social marketing approach to provide one-on-one education and behavior-change incentives to residents Measure: Measure changes pre and post campaign by looking at recycled tonnage

5 Campaign Theme Recycle More. It’s Easy to Do.

6 Campaign Elements Media Outreach Media events and ongoing pitching (prompts and norms) Outreach Project Driveway (outreach) Advertising Print, radio, TV & transit station trucks (prompts & norms) Retail Partnerships Discount convenience tools (incentives)

7 Media Outreach Challenge: How to make the old news of recycling exciting and worthy of media coverage? > Factoid: Did you know that more than half of what goes to our landfill is recyclable? Have a neighborhood compete to see who can decrease their garbage weight > Tracked garbage for six weeks > Media events for initial weigh-in and end to announce winner > Created profiles of each family and what they did Results > 3.8 million impressions: Three-part series in The Seattle Times, six television stories that ran 17 times, and five radio stories. 7

8 Outreach “Project Driveway” > Recruited 24 organizations to decorate 96 gallon toters > Toters on display traveled to 5 malls, the zoo and a children's’ festival (2 weeks rotations) > During busy times, staffed with recycling education volunteers Community Events > Focus on cities with low recycling rates (>35%) > In-person education at events with incentives (e.g. spatula) > Visual to draw people in: Cube of Food 8

9 Advertising TV: Three ads targeting specific barriers Print: In community papers Radio: Focused on creating a social norm: “I am a total recycler” Transfer station trucks: Prompt

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11 Retail Partnerships Bartell Drugs > Provided discount on and promotion of recycling containers > Included free recycling labels for containers Papa Murphy’s Pizza > Information on pizza boxes encouraging people to recycling in their yard waste cart QFC > Compostable bags and food waste containers to help overcome food waste recycling barriers > In-store tabling with in-person education

12 2009 Activities: Grassroots Outreach Pilot Cities Outreach > Targeting Federal Way, Kent, and Snoqualmie > Meetings held to develop specific local outreach > Focused on opportunities for broadest impact – HOAs, bill insert, school newsletters, local events Cube of Food Community Events > Visual representation of family food waste > KUBE Summer Jam, Snoqualmie Railroad Days, Issaquah Salmon Days Farmers’ Markets > Food scrap recycling and composting education at 8 farmers’ markets

13 Outcomes: Methodology Garbage and recycling waste sorts pre and post campaign: > Looked at: Total lbs of recyclables disposed in garbage Total lbs of recyclables recycled Capture rates for selected recyclable materials (total % of that material that is recycled)

14 Outcomes: Recycling Quantities > Households recycled 2.8 lbs per month more in April-August 2007 than in the same period in > 3% decrease per household – 6 million lb increase total

15 Outcomes: Garbage Quantities > Households disposed 3.6 lbs per month less in April-August 2007 than in the same period in 2006 > 25% decrease per household

16 Outcomes: Recycling Capture Rates > Preliminary capture rates increased for all materials in 2007


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