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Jim Baird, Chris Ewing, Nicki Souter

Joined-Up Public Communication and Provision of Public Services in Minimising Waste to Landfill – a Case Study. Jim Baird, Chris Ewing, Nicki Souter. Fife Council Zero Waste Strategy and The Drivers for Change. Population = 360,000, Households = 167,000

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Jim Baird, Chris Ewing, Nicki Souter

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  1. 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

  2. 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 2020. • Landfill Allowance Scheme, Landfill Tax Escalator, Scottish Government Zero Waste targets. What Works In Behaviour Change ? 28th June 2010

  3. 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

  4. What Works In Behaviour Change ? 28th June 2010

  5. 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 CO2 emissions • Meet public requirements What Works In Behaviour Change ? 28th June 2010

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

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

  8. Behavioural Change

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

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

  11. 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

  12. 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 Messages Encourage/Enable/Provide Recycle more/more often Facts about food/carbon/impact Financial penalties What Works In Behaviour Change ? 28th June 2010

  13. Intervention • Engagement methods Local briefings Recycling Advisors Waste Aware Fife Team Waste Aware Fife Road show Collection crews What Works In Behaviour Change ? 28th June 2010

  14. Monitor and Evaluate • Establish baseline Pre-trial attitudinal questionnaire Pre-trial waste analysis Pre-trial audit of households • Evaluate impacts During 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

  15. Infrastructure • Increase consumer choice Extend range of materials collected Food waste, plastics, cans. • Service provision 3 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

  16. Behavioural Change

  17. Trial Outcomes to March 2010 What Works In Behaviour Change ? 28th June 2010

  18. 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

  19. Thank You E-mail: nicki@nickisouterassociates.co.uk What Works In Behaviour Change ? 28th June 2010

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