Joined-Up Public Communication and Provision of Public Services in Minimising Waste to Landfill – a Case Study Jim Baird, Chris Ewing, Nicki Souter What Works In Behaviour Change ? 28th June 2010

Fife Council Zero Waste Strategy and The Drivers for Change Population = 360,000, Households = 167,000 Fife Council manages 246,136 tonnes of waste each year Progressively increasing recycling performance – 2% in 2000/01 – 45.3% in 2009/10 Fife Council still landfills 134,636 tonnes of waste each year Fife has signed up to Zero Waste to landfill by Landfill Allowance Scheme, Landfill Tax Escalator, Scottish Government Zero Waste targets. What Works In Behaviour Change ? 28th June 2010

Fife Council Zero Waste Strategy and The Drivers for Change Kerbside Recycling to over 145,000 households: 3 bin system operating a fortnightly collection system for the following materials: – Waste paper, card and cardboard – Garden waste – Landfill waste Kerbside Recycling Points (360) Food and drinks cans Plastic bottles Textiles Glass Recycling Centres – 11 strategic locations What Works In Behaviour Change ? 28th June 2010

Fife Council Zero Waste Strategy and The Drivers for Change Further development of recycling infrastructure to: – Maximise recovery of food waste for treatment and energy recovery – Improve capture rates for paper, plastics, glass, cans and other recyclates – Minimise risk of Landfill Allowance Scheme penalty – Reduce CO 2 emissions – Meet public requirements What Works In Behaviour Change ? 28th June 2010

Fife Pilot Sept 2009 – March 2010 What Works In Behaviour Change ? 28th June 2010 Option 1Trial AreasNumber of Households 1Guardbridge and Leuchars782 2Markinch1250 3Culross, Valleyfield and Torryburn 1418

Fife Pilot Sept 2009 – March 2010 What Works In Behaviour Change ? 28th June 2010

Campaign plan Communication materials Engagement methods Establish baseline Evaluate impacts and processes Feedback and inform Political Regulation Economic Suasive Increase consumer choice Service Provision InfrastructureInstruments Intervention Monitor and Evaluate Behavioural Change Develop prototype Pilot Review and refine Deliver

Instruments What Works In Behaviour Change ? 28th June 2010 Political Leading Green Council Environment, Enterprise and Transportation Committee (established cross party Waste Management Member Officer Group) PolicyZero Waste Fife Strategy Zero Waste Scotland Fife Council Carbon Emission Reduction Plan Scotland’s Climate Change Declaration

Instruments Regulation Scottish Government Zero Waste targets EU Waste Framework and Landfill Directives Reduction in carbon emissions EconomicLandfill Allowance Scheme Penalties Landfill Tax SuasiveResponding to consumer demands to recycle more materials, food, cans and plastics Bin amnesty What Works In Behaviour Change ? 28th June 2010

Intervention Campaign Plan 3 phase campaign (Teaser, Main, Feedback ) Target groups - Fife residents, Councilors, Community Councils, Community groups, Schools, Local media. Campaign outcomes - Fife residents informed, understand and engage with the new services. Campaign goals - Increase in recycling, increase in participation, smooth transition, community links. What Works In Behaviour Change ? 28th June 2010

Intervention Communication materials Teaser information leaflet, bin decals, recycling guide (3 variants), collection calendars (3 variants), feedback bin tags, countdown bin tags, posters, trailer panels, press ads, local radio, feedback newsletter, utilising established brand and approach. Key MessagesEncourage/Enable/Provide Recycle more/more often Facts about food/carbon/impact Financial penalties What Works In Behaviour Change ? 28th June 2010

Engagement methodsLocal briefings Recycling Advisors Waste Aware Fife Team Waste Aware Fife Road show Collection crews What Works In Behaviour Change ? 28th June 2010 Intervention

Monitor and Evaluate Establish baselinePre-trial attitudinal questionnaire Pre-trial waste analysis Pre-trial audit of households Evaluate impactsDuring and post trial waste analysis During and post attitudinal questionnaire Media monitoring Participation rates Contamination rates Kg/household /week Feedback and inform What Works In Behaviour Change ? 28th June 2010

Infrastructure Increase consumer choiceExtend range of materials collected Food waste, plastics, cans. Service provision3 Systems to be piloted Caddies and Bio bags Contaminated and incorrect bins emptied during amnesty period Operational plan What Works In Behaviour Change ? 28th June 2010

Campaign plan Communication materials Engagement methods Establish baseline Evaluate impacts and processes Feedback and inform Political Regulation Economic Suasive Increase consumer choice Service Provision InfrastructureInstruments Intervention Monitor and Evaluate Behavioural Change Develop prototype Pilot Review and refine Deliver

Trial Outcomes to March 2010 Waste TypeOption 1 EastOption 2 Central Option3 WestControl Food Waste N/A Garden Waste Paper and Card Cans and Plastics N/A0.70.9N/A Landfill Total Recycling Rate40.4%67.5%48.2%39.1% What Works In Behaviour Change ? 28th June 2010

Potential Outcomes 2012/2013 Option 2 Most successful scheme Garden/Food Waste/ Fortnightly/240 litre Plastic and Cans/4 weekly/240 litre Paper and cardboard/4 weekly/240 litre Landfill bin/Fortnightly/140 litre Projected increase in recycling rates by 2012/2013 assuming Markinch results replicated Fife wide 53.99%. A further 6.99% increase. What Works In Behaviour Change ? 28th June 2010

Thank You What Works In Behaviour Change ? 28th June 2010