1. Christian Mayer Communications Director Keszthely, 17 March 2006 Public Private Partnership in Consumer Communication

2. 2 Mayer_Keszthely_March 2006.ppt Austria: Facts & Figures Capital:Vienna Area:84,000 km² Population:8.1 mio. GNP 2004 1) :235.1 billion € Household waste (MSW):3.1 mio. tons25 mio. m³ Packaging waste:1.1 mio. tons15 mio. m³ 1) per March 2005; WIFO by order of Statistics Austria

3. 3 Mayer_Keszthely_March 2006.ppt All data per 31.12.2004 ARA 2004 at a glance Number of licensees:13,557 New license agreements:923 Revenues: € 151.2 m License volume: 806,543 tons Collection volume:743,758 tons Recovery volume:687,493 tons Collection bins:1,135,497 + households serviced by door-to-door-collection:1,286,611

4. 4 Mayer_Keszthely_March 2006.ppt Goals: –Compliance with the obligations from the Packaging Ordinance –Fulfill the predetermined collection and recycling quota Consumers need to to accept the extra work of collecting separately and shall collect correctly. ­Establishment and maintenance of collection motivation ­Instructions for correct collection Why is consumer-oriented communication important for the ARA System? ! Fulfillment of the predermined collection and recycling quota at lowest possible costs!

5. 5 Mayer_Keszthely_March 2006.ppt Targets for consumer-oriented communication Motivation - WHY to collect –Information on recycling; benefits for the environment; cost savings etc. Instruction - HOW to collect –clean; separate; space-saving; no packaging outside the containers; only packaging Education- take up environmental responsibility - environmentally conscious shopping

6. 6 Mayer_Keszthely_March 2006.ppt Strategy of consumer-oriented communication MinistryIndustry ARA System Local authority/ communit y O N E M E S S A G E C o n s u m e r Source: Addressee:

7. 7 Mayer_Keszthely_March 2006.ppt Means of consumer-oriented communication Country wide campaigns –Print media –TV, radio Public Relations –Press Work (Conferences, Releases, Cooperations) Regional communication –Cooperation with local authorities –Regional media

8. 8 Mayer_Keszthely_March 2006.ppt Ad 1997

9. 9 Mayer_Keszthely_March 2006.ppt Ad 1998

10. 10 Mayer_Keszthely_March 2006.ppt Ad 2001

11. 11 Mayer_Keszthely_March 2006.ppt TV 2002-2004

12. 12 Mayer_Keszthely_March 2006.ppt TV 2005

13. 13 Mayer_Keszthely_March 2006.ppt Which information source on waste separation is the most important/the most reliable? Karmasin-Poll (June 2001)

14. 14 Mayer_Keszthely_March 2006.ppt Co-operation ARA System - Communities Collection of residual waste and other tasks of communal waste management have always been the responsibility of communities. The communities are the „entrusted contact persons“ for the consumers in waste matters. For the ARA System and its communication activities it was imperative to make use of this trust through co-operation with these communities.

15. 15 Mayer_Keszthely_March 2006.ppt Successful regional communication through public private partnership Ensure consistent message content Use “most credible” information channel Utilise multiplier effect Regional differences of collection schemes require regionally different consumer information  Work through public “waste consultants”

16. 16 Mayer_Keszthely_March 2006.ppt Austrian Waste Consultants - on duty since 1986 –Initiated by “ARGE Müllvermeidung” 1984 ­first course in 1986 –Employees of local authorities –Focussed on PR in all waste matters –About 300 Waste Consultants all over Austria, of which 220 receive contributions from the ARA System Luise Scherngell, AWV Judenburg Waste Consultant since 1986

17. 17 Mayer_Keszthely_March 2006.ppt Training of Waste Consultants –Demands ­Communicative and organisational skills ­Positive attitude towards ecology and sustainabillity –Contents ­Laws ­Basics of waste management ­Public Relations

18. 18 Mayer_Keszthely_March 2006.ppt Regional communication cooperation with communities & municipalities Contribution to local authorities for the employment of waste consultants Sponsoring of various materials, give-aways, posters, brochures etc. Annual organising and financing of workshops Sponsoring the prize “Waste Consultant of the Year“ for outstanding PR and information/motivation projects

19. 19 Mayer_Keszthely_March 2006.ppt Regional communication co-operation with communities & municipalities - quality control Maintenance of high qualification standards of waste consultants Basic annual planning (forecast of planned activities) Quarterly reports (Summary of accomplished activities) On-location visits through ARA officials Compulsory attendance at annual workshops

20. 20 Mayer_Keszthely_March 2006.ppt Regional communication - aims for waste consultants Consumer Information on separate collection to –increase the quality (reduce impurities) –avoid container overflow –avoid pollution of the collection sites

21. 21 Mayer_Keszthely_March 2006.ppt Regional communication - waste consultants´ „Daily Business“ Direct Information (at collection sites, door-to door visits) School Programs Information phone Office hours Exhibitions

22. 22 Mayer_Keszthely_March 2006.ppt Does it take extra time to collect packaging material in your household separately? Karmasin Umfrage (February/March 2005) figures in % Basis: n (1998, 2001, 2005) = 1000

23. 23 Mayer_Keszthely_March 2006.ppt figures in % Basis: n (1998, 2001, 2005) = 1000 Do you collect the packaging materials in your household separately? Karmasin Poll (February/March 2005)