CalRecycle's Education and Outreach Campaign - Presented to the Statewide Commission on Recycling Markets and Curbside Recycling | October 13 ...
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CalRecycle's Education and Outreach Campaign Presented to the Statewide Commission on Recycling Markets and Curbside Recycling | October 13, 2020 CalRecycle's Office of Public Affairs Communications Director Maria West Information Officer Christina Files
(c) The commission shall provide
regular feedback to the department
on public messaging designed to
AB 1583 encourage proper recycling and to
minimize contamination in curbside
recycling programs.
u Including the MRFs in the research is a
helpful insight
u Your feedback is the first step in our
OPA Thanks the process
Committee for Your u We will next take it back to CalRecycle
Research to be addressed by our subject matter
experts.
and Recommendations
u It will also inform the initial research
portion of advertising campaign.
u CalRecycle's Public Affairs Office is the mouthpiece of
the organization. We amplify policies that reflect
legislation and administration direction.
u Our messaging must
u Forward the mission of the department
u Be approved by:
How CalRecycle o 1. CalRecycle subject matter experts
Determines General o 2. Leadership of:
Messaging • CalRecycle and
• The California Environmental Protection
Agency
Ø CalRecycle's Office of Public Affairs will give
this committee updates on the contractor's
research and recommendations as
appropriate.
What Will Ø CalRecycle will also consider all feedback
from the Committee along with our analysis
CalRecycle Do of feedback from other stakeholders in
internal discussions with our subject matter
with the experts and leadership that determine our
input to the statewide messaging campaign
Committee's contractor.
Feedback? Ø As a result of the Committee's feedback on
the MRF survey of what recyclable materials
they can sell, CalRecycle plans to expand
the stakeholder portion of our research to
include not just jurisdictions, but also:
Ø Waste haulers
Ø MRFs
Ø Manufacturers that use recycled materials in
their packagingCalRecycle's Packaging and Organics Recycling Education and Outreach Campaign To develop a cohesive, comprehensive, focused, and innovative California Packaging and Organics Recycling Campaign (Campaign) to: Ø Educate and inform Californians about the importance of waste reduction, recycling, and composting. Ø Promote positive behavior change among Californians to increase their waste reduction, recycling, and composting efforts. Ø Achieve measurable improvements in waste reduction, recycling, composting and the participation rate in the state’s sustainability efforts. Ø - From the Request for Proposals and the Contract
Information and Awareness Campaigns
Alone Do Not Change Behavior
u Raising awareness about recycling isn't enough.
u It takes informed, targeted messaging to get
behavior to change.
u We don't want people to just know about what to
recycle. We want them to take specific actions.
u Previous, more traditional information and
awareness campaigns did not change the waste
stream
u Many other information-only campaigns have failed
u 5 a Day Campaign
u Energy Efficiency
u Anti-Drug Campaign - $1 billion campaign -
awareness of the campaign correlated with increased
drug useCampaign Task Schedule
Dates
Prepare for Research and Work Plan
Conduct Research and Findings October 12 to April 12, 2021
--Survey Experts-Jurisdictions, Haulers, Mrfs October 12 to January 2021
--Focus Groups January 2021 to February 2021
--Statewide Surveys February 2021 to April 2021
Develop and Revise Work Plan April 12, 2021 to June 6, 2021
Develop Creative/ Campaign Strategy/ Media Plan June 6, 2021 to July 17, 2021
Revise Creative/ Campaign Strategy/ Media Plan July 12, 2021 to August 21, 2021
Production August 21, 2021 to September 28, 2021
Implement Campaign Strategy September 28, 2021 to April 24, 2022
Provide Marketing, Media Placement Support September 28 to January 31, 2023
and Training
Mid-Campaign Research and Review April 6, 2022 to June 20
June 20, 2022 to July 30
Adjust Campaign as Needed
Implement Revised Campaign August 20 to January 15
Ongoing Reporting and Final Report October 1, 2021 to February 20236 Months of Research – Methodically Identifying
Specific Behaviors for Maximum Impact
Step 1. Identify Specific Behaviors to Target
• Analyze data on contamination, recycling behaviors, attitudes and beliefs
• 15 industry expert interviews on top contaminants: jurisdictions, haulers,
MRFs, and recycling manufacturers
• What specific behaviors are we asking for? How hard are they to do? What
barriers exist? How do they vary?
Step 2. Prioritize Behaviors to Address
• Identify which behaviors will have the biggest impact on our goals of reducing
contamination and increasing traditional and organics recycling
Step 3. Focus Groups
• Identify barriers to behavior change by segments of population
• Different Curbside Collection programs
• Single-Family vs. Multi-Family
• Cultures and Languages
Step 4. Statewide Surveys
• Address-based surveys are more accurate than phone-number based surveys
• Examine attitudes around recyclingIdentifying Barriers to
u Different behaviors and barriers exist for different materials.
Adopting Specific u CalRecycle's list of high-level behaviors to target:
Recycling Behaviors 1. Reduce contamination including cleaning and drying recyclables.
2. Only putting truly recyclable materials in the bin:
• Explore options to communicate what is recyclable locally.
• Make it easier for people to find out what they can recycle.
• An app, customizable stickers for outside bins, magnets
3. Reduce food waste and recycle all organic waste.
• Separate lawn and garden trimmings and food
scraps into organics curbside bins.A Statewide Strategy with Local
Customization
u We will first address universal barriers in statewide
messages, then identify demographic or geographic barriers
for targeted messages.
u The Campaign will use community-based social
marketing research to identify behaviors to target, then
create
u 1. A few very universal statewide messages
u 2. Customizable toolkits for jurisdictions
u Messaging Mediums will likely include:
u Educational materials
u Earned media
u Radio spots
u Social media messaging
u Banner and bill stuffer ads
u Customizable stickers for bins
u An app for looking up what is recyclable by addressu Share research, observations, and survey questions with us.
Ways to u Provide feedback as we update you on research.
Contribute u We request that the commission submit their collective
feedback in writing to the CalRecycle staff supporting the
Commission.You can also read
