PARADIGM 150 Local 4m doors Authoritie knocked s Half of UK - - PowerPoint PPT Presentation

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PARADIGM 150 Local 4m doors Authoritie knocked s Half of UK - - PowerPoint PPT Presentation

Sep 26, 2022 252 likes •831 views

DISRUPTING THE RECYCLING COMMUNICATION PARADIGM 150 Local 4m doors Authoritie knocked s Half of UK homes engaged Projects in 21 Countries 2000 - 2012 0% 30% Awareness Motivational Encouragement BEHAVIOURAL 5.50 phh 2000 -

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DISRUPTING THE RECYCLING COMMUNICATION

PARADIGM

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150 Local Authoritie s 4m doors knocked Half of UK homes engaged Projects in 21 Countries

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2000 - 2012

0% 30%

Awareness Motivational Encouragement BEHAVIOURAL £5.50 phh

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2000 - 2012 2013 - 2019

0% 30% 40%

Awareness Motivational Encouragement BEHAVIOURAL £5.50 phh Information Remedial £1.80phh

0%

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2000 - 2012 2013 - 2019

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2000 - 2012 2013 - 2019

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2000 - 2012 2013 - 2019

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2000 - 2012 2013 - 2019

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2000 - 2012 2013 - 2019

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2000 - 2010 2011 - 2019 2020………

0% 30% 40%

Awareness Motivational Encouragement BEHAVIOURAL £5.50 phh Information Remedial £1.80phh

70%

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40% 70%

“But…we have no budget!”

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40% 70%

Annual waste ph 1 Tonne Average disposal cost £150pt Amount that is recycled 400kgs Non-recyclable material 300kgs Lost recycling 300kg Disposal cost for lost recycling £45 ph Unnecessary disposal costs for a County of 700,000 homes £31.5m

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RE-BRAND

RECYCLING

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Brand IDENTITY

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Brand VISION Brand MISSION Brand CHARACTER Brand IDENTITY Brand MANAGEMENT

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Brand VISION Brand MISSION Brand CHARACTER Brand IDENTITY Brand MANAGEMENT

The defining, singular description of purpose.

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Brand VISION Brand MISSION Brand CHARACTER Brand IDENTITY Brand MANAGEMENT

The means by which the vision is achieved.

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Where can I recycle my rubbish? I recycle most of my waste! Does my waste really get recycled? It’s bin day – put the recycling out!

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Where can I recycle my rubbish? I recycle most of my waste! Does my waste really get recycled? It’s bin day – put the recycling out!

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WASTE

Material that has reached the natural end of its useful and economic life

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WASTE

Material that has reached the natural end of its useful and economic life

RECYCLING

Commodity.

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WASTE

Material that has reached the natural end of its useful and economic life

RECYCLING

Commodity. The process of placing a material back into the supply chain.

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WASTE

Material that has reached the natural end of its useful and economic life

RECYCLING

Commodity. The process of placing a material back into the supply chain.

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EXPLAIN

Recycling isn’t waste, it’s a resource with value and usefulness Recycling is a material – not rubbish Recycling has value

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COGNITIVE

Never mention ‘waste’ in the same space as ‘recycling’ Resource Management – not Waste Management

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PHYSICAL

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Remove

  • ption

Make the desired behaviour the cheapest Make the desired behaviour the easiest Make the required behaviour the most desirable Just ask people Do nothing and hope for the best

Most effective Least effective Least communications

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PHYSICAL

Optional Collection and often Chargeable

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PHYSICAL

Optional Collection Chargeable or Communal

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Brand VISION Brand MISSION Brand CHARACTER Brand IDENTITY Brand MANAGEMENT

The personality that shapes the emotions people have of the brand.

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Brand VISION Brand MISSION Brand CHARACTER Brand IDENTITY Brand MANAGEMENT RECYCLING: The new ‘normal’

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Brand VISION Brand MISSION Brand CHARACTER Brand IDENTITY Brand MANAGEMENT WASTE: The new ‘abnormal’

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Re-target

SEGMENTATION

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NEW DYNAMIC

CHANNELS

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Brand VISION Brand MISSION Brand CHARACTER Brand IDENTITY Brand MANAGEMENT

  • Don’t be ‘government’- be human
  • Don’t be ‘corporate’
  • Don’t be afraid of the things you say
  • Be disruptive
  • Never be bland
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Brand VISION Brand MISSION Brand CHARACTER Brand IDENTITY Brand MANAGEMENT

  • Don’t be ‘government’- be human
  • Don’t be ‘corporate’
  • Don’t be afraid of the things you say
  • Be disruptive
  • Never be bland
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REDEFINE RECYCLING..

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DON’T DO THE SAME THINGS..

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DISRUPT THE STATUS QUO…

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YOU’RE THE CHANGE AGENT..SO CHANGE THINGS

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envirocomms.com @thewastecommunicator 07970 717041 stephenb@envirocomms.com