Joined-Up Public Communication and Provision of Public Services in Minimising Waste to Landfill – a Case Study Jim Baird, Chris Ewing, Nicki Souter What Works In Behaviour Change ? 28th June 2010
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Joined-Up Public Communication and Provision of Public Services in Minimising Waste to Landfill – a
Case Study
Jim Baird, Chris Ewing, Nicki Souter
What Works In Behaviour Change ? 28th June 2010
Fife Council Zero Waste Strategy and The Drivers for Change
• Population = 360,000, Households = 167,000• Fife Council manages 246,136 tonnes of waste each year• Progressively increasing recycling performance
– 2% in 2000/01– 45.3% in 2009/10
• Fife Council still landfills 134,636 tonnes of waste each year• Fife has signed up to Zero Waste to landfill by 2020. • Landfill Allowance Scheme, Landfill Tax Escalator, Scottish
Government Zero Waste targets.What Works In Behaviour Change ? 28th
June 2010
Fife Council Zero Waste Strategy and The Drivers for Change
Kerbside Recycling to over 145,000 households: 3 bin system operating a fortnightly collection system for the following materials:
– Waste paper, card and cardboard– Garden waste– Landfill waste
Kerbside Recycling Points (360)• Food and drinks cans• Plastic bottles• Textiles • Glass
Recycling Centres – 11 strategic locationsWhat Works In Behaviour Change ? 28th
June 2010
What Works In Behaviour Change ? 28th June 2010
Recycling and Composting Perfromance 2001/02 to 2009/10
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
2001/02 2002/03 2003/04 2004/05 2005/06 2006/07 2007/08 2008/09 2009/10
Fife Council Zero Waste Strategy and The Drivers for Change
Further development of recycling infrastructure to:– Maximise recovery of food waste for treatment and energy
recovery– Improve capture rates for paper, plastics, glass, cans and other
recyclates– Minimise risk of Landfill Allowance Scheme penalty – Reduce CO2 emissions
– Meet public requirements
What Works In Behaviour Change ? 28th June 2010
Fife Pilot Sept 2009 – March 2010
What Works In Behaviour Change ? 28th June 2010
Option 1 Trial Areas Number of Households
1 Guardbridge and Leuchars 782
2 Markinch 1250
3 Culross, Valleyfield and Torryburn
1418
Fife Pilot Sept 2009 – March 2010
What Works In Behaviour Change ? 28th June 2010
Option 1
Option 3
Option 2
Garden & Food WasteRecycling
Paper & CardboardRecycling
All Cans & PlasticsRecycling
Landfill Waste
Size: 240L
Size: 240L
Size: 240L
Size: 140L
Size: 240L
Size: 140L
Size: 240L
Size: 240L
Size: 240L Size: 140L
Size: 240L
2 weeks 2 weeks 2 weeks
2 weeks 2 weeks
2 weeks
4 weeks
4 weeks2 weeks
4 Weeks
2 weeks
Behavioural Change
Instruments
What Works In Behaviour Change ? 28th June 2010
Instruments
What Works In Behaviour Change ? 28th June 2010
Intervention
• Campaign Plan 3 phase campaign (Teaser, Main, Feedback )
Target groups - Fife residents, Councilors, Community Councils, Community groups, Schools, Local media.
Campaign outcomes - Fife residents informed, understand and engage with the new services.
Campaign goals - Increase in recycling, increase in participation, smooth transition, community links.What Works In Behaviour Change ? 28th
June 2010
Intervention
What Works In Behaviour Change ? 28th June 2010
• Engagement methods Local briefings
Recycling Advisors
Waste Aware Fife Team
Waste Aware Fife Road show
Collection crews
What Works In Behaviour Change ? 28th June 2010
Intervention
Monitor and Evaluate
• Establish baseline Pre-trial attitudinal questionnairePre-trial waste analysisPre-trial audit of households
• Evaluate impacts During and post trial waste analysisDuring and post attitudinal questionnaire
Media monitoringParticipation ratesContamination ratesKg/household /week
• Feedback and inform What Works In Behaviour Change ? 28th June 2010
Infrastructure
What Works In Behaviour Change ? 28th June 2010
Behavioural Change
Trial Outcomes to March 2010Waste Type Option 1 East Option 2
CentralOption3 West Control
Food Waste 1.5 2.0 0.9 N/A
Garden Waste 2.0 2.6 2.75 2.9
Paper and Card 2.34 2.6 2.45 2.1
Cans and Plastics N/A 0.7 0.9 N/A
Landfill 8.6 3.9 7.3 7.8
Total 14.44 12.0 14.1 12.8
Recycling Rate 40.4% 67.5% 48.2% 39.1%
What Works In Behaviour Change ? 28th June 2010
Potential Outcomes 2012/2013Option 2 Most successful scheme
Garden/Food Waste/ Fortnightly/240 litre Plastic and Cans/4 weekly/240 litre Paper and cardboard/4 weekly/240 litre Landfill bin/Fortnightly/140 litre
Projected increase in recycling rates by 2012/2013 assuming Markinch results replicated Fife wide 53.99%.
A further 6.99% increase.
What Works In Behaviour Change ? 28th June 2010
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