REGIONAL CAMPAIGN LAUNCH OVERVIEW

2021 Microfibres Reduction CampaignREGIONAL CAMPAIGN LAUNCH OVERVIEW

Larina LopezDivision Manager, Corporate Communications, ERL

Liquid Waste Committee, September 9, 202147526427

Shellee Ritzman Policy Coordinator, Corporate Communications, ERL

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OVERVIEW

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• New campaign• Targets microfibres in laundry• Sept 13 – Oct 31

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Source Control CAMPAIGN ALLOCATIONS

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• Third campaign

• Shift in tactics for existing campaigns

• All campaigns within same overall budget

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WHAT ARE MICROFIBRES?

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• 5mm or less• Shed during laundry• One of the largest sources of

microplastics in the ocean• Can be harmful to aquatic

life

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Focus Groups and SurveysRESEARCH

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Residents:• Accept microplastics – unaware of microfibres• Are influenced by “food contamination”• Feel microfibres are important but not urgent• Are already doing some of the desired behaviours, but for other

reasons• Open to helping if asked to do something that fits into existing

routines

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STRATEGY

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Objective Reduce the amount of microfibres from laundry that end up in the ocean

Audience Metro Vancouver parents of children under 18• Tend to do most loads of laundry per week (min 3-4 loads)• May already be washing in cold for other reasons• Have a vested interest in taking care of the environment for

future generations

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ApproachSTRATEGY

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• Introduce microfibres and their impact

• Empower residents to reducemicrofibres by doing something small(switching to cold water)

• Reinforce cold water use for thosealready washing in cold

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CONCEPT : THE OCEAN THANKS YOU

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Rationale:• Doing laundry is a thankless job.

• Despite the many unavoidable steps it involves, our audience doesn’tget much credit for their efforts.

• If they switch to cold, this small change will not only be appreciated,but will make a positive impact on the environment.

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CAMPAIGN CREATIVE

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Digital billboards

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CAMPAIGN CREATIVE

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Digital billboards

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CAMPAIGN CREATIVE:30 PSA

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CAMPAIGN CREATIVE:10 video

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CAMPAIGN CREATIVE

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Social media - images

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MEDIA TACTICS

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• Digital billboards• PSA/videos • Facebook/Instagram• Display ads• Google AdWords

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SWITCHTOCOLD.CA

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PARTNERS

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• Ocean Wise• Microfibers Partnership /

Annacis Research Centre• Video feature

• Informing other potentialpartners

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Thank you!17 of 37

2021 Regional Unflushables Campaign Results

Carol NicollsCommunications Specialist, Corporate Communications

Liquid Waste Committee, September 9, 2021 47549628

5.2

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OVERVIEW

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• April 26 – June 20

• 7 priority items

• Extra focus on medications and wipes

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CAMPAIGN ELEMENTS

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• Facebook, Instagram• YouTube• PSA• Banner ads• Google Search• Digital screens (medical

offices, hair salons & elevators)

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New for 2022 CAMPAIGN ELEMENTS

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• Radio and Spotify• Grocery stores• Tik Tok• SnapChat

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VIDEO 1

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RESULTS

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• 430,000 reached by Spotify/radio• 732,000 video views• 361,500 reached social media• 433 social media engagements• 7,425 website visits

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% WHO SAY IT’S OK TO FLUSH CAMPAIGN ITEMS

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WHAT DO WE OCCASIONALLY STILL FLUSH?

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Deragging events SYSTEM IMPACTS - PUMP STATIONS

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• 2017 = 121 events• 2021= 16 (projected)

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PLANS FOR 2022

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• Continue Unflushablescampaign

• Extra focus on certain items• Partnerships• Develop new materials

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Questions? 29 of 37

Continuous Improvement – Innovations Portfolio Management

Paul Kadota, MASc, MPA, PEngActing Director, Policy Planning & Analysis, Liquid Waste Services

Liquid Waste Committee, September 9, 202146835714

Risk

Ret

urn

(Ben

efits

)

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Board Strategic PlanEMBRACING INNOVATION

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Word cloud generated during visioning exercise completed at

Feb. 2019 Board Strategic Planning Workshop

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SUSTAINABILITY INNOVATION FUNDS

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• Reserve set up to fund projects “based on the principles of sustainability”

• Meet strategic objectives and pilot innovative ideas

• Review process underway

Circular Economy / Resource Recovery

Emissions Reduction

Environmental Protection

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Alternative to traditional business plan

DescriptionKey Partners

DescriptionKey Resources

DescriptionKey Activities

DescriptionValue Proposition

DescriptionChannels

DescriptionCustomer Relations

DescriptionCustomer Segments

DescriptionCost Structure

DescriptionRevenue Streams

Info Video

Business Model Canvas

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p.1PROJECTS FUNDED BY LW-SIF

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Project HighlightHigh Efficiency Aeration save electricityGenomics Approach to Digestion renewable energyIntelligent Water Systems smart operationsHydrothermal Processing solids eliminationComposite Concrete Coating extend asset life

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p.2PROJECTS FUNDED BY LW-SIF

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Project HighlightPump Station Optimization save electricityAdvanced Resource Recovery low carbon productsWastewater Microbial DNA Monitor prevent upsetsMicrowave Advanced Oxidation reduce biosolidsContaminant Capture biosolids option

Conserves $565,000 inSIF Funds

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SummaryINNOVATION PORTFOLIO MANAGEMENT

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• Ideation process requires flexibility• Innovation outcomes uncertain, subject to change• Business Model Canvas – fast reassessment tool

Two projects with poor value propositions Decision to terminate, conserve SIF funds

• Adding discipline to innovation process

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Thank you

“The Canvas becomes a tool for facilitating the idea dialogue – for individuals sketching out their ideas and for groups developing ideas together.”

Alex Osterwalder

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