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Evaluating the Impact of WRAP’s Campaign

Evaluating the Impact of WRAP’s Campaign. Barbara Leach Evaluation Manager. General approach. Our campaign aims to raise awareness and change behaviour thereby reducing the amount of food waste produced Our targets are quantitative so evaluation has to report tonnages reduced.

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Evaluating the Impact of WRAP’s Campaign

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  1. Evaluating the Impact of WRAP’s Campaign Barbara Leach Evaluation Manager

  2. General approach Our campaign aims to raise awareness and change behaviour thereby reducing the amount of food waste produced Our targets are quantitative so evaluation has to report tonnages reduced

  3. Background assumptions Our campaign will convert people who had no interest in reducing food waste into ‘committed food waste reducers’ If we know how much less food waste is thrown away by ‘committed food waste reducers’ and we can quantify the proportion of the population that are committed food waste reducers, we can estimate the quantity of waste reduced.

  4. Committed food waste reducers

  5. Developing a metric • Work to develop metrics on ‘committed food waste reducers’ • Combination of three questions trialled

  6. Final decision • Two question metric • How bothered = ‘great deal’ AND • Degree of effort = ‘great deal’ • ‘Amount’ thought to be unstable and unpredictable once campaign starts • Awareness will also be monitored but not included in the metric • Other questions (including ‘amount’) will be asked in parallel and further analysis carried out

  7. Gathering data for the metric • Nationally representative survey of main food shoppers • Face to face • Quotas based on key variables (to be determined) • Baseline data already gathered • Further survey in August 2007 • ‘After’ survey in March 2007 with more detailed analysis of the metrics – final decision on metric • On-going tracking after that for as long as the campaign runs

  8. How much food waste is thrown away?

  9. A national composition study • More than 1,700 households • Informed consent • Linked to survey (including metric questions and socio-demographics) • 9 local authority areas in England • Newcastle-upon-Tyne, North Shropshire, Reading, Ealing, Bradford, Norwich, Mendip, Manchester, Northampton • Representative sample

  10. What it will tell us • How much of what type of waste is thrown away • Meat, bread, fish, dairy, etc • How much food of each type is thrown away by stage in the ‘consumption chain’ • Whole unopened, opened and partly consumed, post-preparation, inedible by-products • What types of household throw away the least and most food, by type and stage • Quantities by origin (e.g. take away, home cooked) where possible to distinguish

  11. And crucially … • Kg per household per week thrown away by: • Committed food waste reducers • Households that aren’t committed

  12. BEFORE CAMPAIGN 13% committed = 3.9 million hholds 260kg/yr NCFWR 150kg/yr CFWR AFTER CAMPAIGN 25% committed = 7.5 million hholds= 3.6 million additional 260kg/yr NCFWR - 150kg/yr CFWR = 110kg/yr saved when NCFWR becomes CFWR 3.6 million x 110kg = 396,000 tonnes saved Example

  13. Issues with this approach • Assumes that all behaviour change will be from non-committed to committed – says nothing about those who become more committed • Assumes that new CFWRs will behave just like the pre-campaign ones – no evidence for this • Any more?

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