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 - 2012 2013 - 2019 0% 40% 0% 30% Awareness Information Motivational Remedial Encouragement BEHAVIOURAL £5.50 phh £1.80phh
2000 - 2012 2013 - 2019
2000 - 2012 2013 - 2019
2000 - 2012 2013 - 2019
2000 - 2012 2013 - 2019
2000 - 2012 2013 - 2019
2000 - 2010 2011 - 2019 2020 ……… 0% 40% 70% 30% Awareness Information Motivational Remedial Encouragement BEHAVIOURAL £5.50 phh £1.80phh
“But… we 40% 70% have no budget!”
Annual waste ph 1 Tonne 40% 70% 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 £31.5m County of 700,000 homes
RE-BRAND RECYCLING
Brand IDENTITY
Brand VISION Brand MISSION Brand CHARACTER Brand IDENTITY Brand MANAGEMENT
Brand VISION Brand MISSION The defining, singular description of purpose. Brand CHARACTER Brand IDENTITY Brand MANAGEMENT
Brand VISION Brand MISSION Brand CHARACTER The means by which the vision is achieved. Brand IDENTITY Brand MANAGEMENT
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!
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!
WASTE Material that has reached the natural end of its useful and economic life
WASTE RECYCLING Material that Commodity. has reached the natural end of its useful and economic life
WASTE RECYCLING Material that Commodity. has reached the The process of natural end of placing a material its useful and back into the economic life supply chain.
WASTE RECYCLING Material that Commodity. has reached the The process of natural end of placing a material its useful and back into the economic life supply chain.
EXPLAIN Recycling isn’t waste , it’s a resource with value and usefulness Recycling is a material – not rubbish Recycling has value
COGNITIVE Never mention ‘ waste ’ in the same space as ‘ recycling ’ Resource Management – not Waste Management
PHYSICAL
Most effective Least communications Remove option 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 Least effective
PHYSICAL Optional Collection and often Chargeable
PHYSICAL Optional Collection Chargeable or Communal
Brand VISION Brand MISSION Brand CHARACTER Brand IDENTITY The personality that shapes the emotions Brand MANAGEMENT people have of the brand.
Brand VISION Brand MISSION Brand CHARACTER Brand IDENTITY RECYCLING: Brand MANAGEMENT The new ‘normal’
Brand VISION Brand MISSION Brand CHARACTER Brand IDENTITY WASTE: Brand MANAGEMENT The new ‘abnormal’
Re-target SEGMENTATION
NEW DYNAMIC CHANNELS
• Don’t be ‘government’ - be human Brand VISION • Don’t be ‘corporate’ Brand MISSION • Don’t be afraid of the things you say • Be disruptive Brand CHARACTER • Never be bland Brand IDENTITY Brand MANAGEMENT
• Don’t be ‘government’ - be human Brand VISION • Don’t be ‘corporate’ Brand MISSION • Don’t be afraid of the things you say • Be disruptive Brand CHARACTER • Never be bland Brand IDENTITY Brand MANAGEMENT
REDEFINE RECYCLING..
DON’T DO THE SAME THINGS..
DISRUPT THE STATUS QUO …
YOU’RE THE CHANGE AGENT ..SO CHANGE THINGS
envirocomms.com @thewastecommunicator 07970 717041 stephenb@envirocomms.com
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