Hraee 2012
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The document discusses a public awareness campaign by the Curbside Value Partnership to increase recycling participation and volume in Norfolk, Virginia. The campaign aimed to increase awareness of what and when items could be recycled through bus advertisements, billboards, mailers, and social media. While the goals of growing participation rates and recycling volumes were not fully achieved due to various challenges, the campaign established ongoing public relations support and a consistent messaging strategy to promote sustainable recycling in the community.
Hraee 2012
- 1. Talking Trash: Affecting Behavior Change Through Public Awareness Campaign
- 2. Curbside Value Partnership (CVP) CVP is a 501(c)(3) formed to help communities grow and sustain their curbside recycling program. Partnership of public relations professionals, Keep America Beautiful, and other resource associations.
- 3. Why? Cost savings - $145/ton tipping fee Tonnage dropped by 500 tons Participation dropped by 6% We are not professionals PR people
- 4. Basics What to I recycle? When’s my collection? How do I request a cart?
- 5. Goals Increase awareness Reach for “low-hanging fruit” Grow participation to 60% Increase volume by 5%
- 7. Bus sides and billboards
- 8. Bill inserts
- 9. Postcards – new residents
- 10. Booth banners
- 11. Cart messages
- 12. Pie pans hangers
- 14. Did it work? Recycling participation and tonnage dropped SPSA to City of Norfolk changeover November Nor’easter December snowstorms Collector death in February Counting system
- 15. Benefits $40k in marketing and public relations support Better aligned message A sustainable campaign
- 16. Coming up