Recycling - New change of service communications

With the ever present need to reach tough recycling targets many local authorities are now looking to further expand, or even take a different approach to how they collect and dispose of their waste.

Either way, the ultimate consequence is a change in service to the end users (residents). The importance of communication around service changes should not be understated. To ensure public buy-in and correct use of a new service (which is an expensive investment) a well thought through communications campaign is essential.

Calderdale Council

Calderdale rolled out a new service where resident’s were changing from a weekly collection of paper and glass, to fortnightly collections of residual waste, paper, plastic, glass, cans and food waste. This drastic change called for a comprehensive communications strategy to ensure that the public were made aware of the new changes that were to happen so that they were ready and willing to use their new service.

The Campaign

A&P ran a series of communications that included 48 sheet poster sites, press, bus back advertising, radio, direct mail, and online to ensure that all household were aware of what they had to do to start using the new service.

The switch to food waste and fortnightly collections were a key part of the campaign.

An upbeat approach was taken with the create to generate hype and a positive attitude to the change. The slogan ‘Your new improved recycling service’ was used to reinforce this.

The Results

Although it is still early to tell, and with the usual element of resident complaint, the outcome appears very positive with an estimated 95% take up rate. A considerable improvement on the past performance of the area.