A seamless change: expanding recycling capabilities in Tewkesbury

Tewkesbury Borough is set in the county of Gloucestershire and has a population of over 79,000. We have worked with Tewkesbury Borough Council (TBC) for many years on the promotion of their waste and recycling activities. TBC were one of the original partners in the Gloucestershire Waste Campaign which we ran for a number of years using landfill tax credit funding. 

The Brief

Recyclables had been collected for many years using green boxes with sorting at the kerbside. The materials collected were limited to glass, cans and paper. This was supported by a popular optional garden waste collection scheme that was paid for through subscription.

Although the recycling collections were largely successful, TBC had to achieve higher recycling rates to meet their targets. When the sorting facilities became available locally, TBC decided that the change to a wheeled bin collection of comingled recyclables was a worthwhile investment.  This would increase the types of recyclables that could be collected and increase the dry recycling rate, reduce the amount of waste sent to landfill and make it easier for householders to recycle. The new services would also include a separate food waste collection with each household receiving an exterior food bin and interior food caddy.

We were asked to help introduce the new collections in a manner that would create an effortless transition from the old to new services. Householders had to:

  • Be well informed of the new services
  • Understand the reasons why the new services were being introduced
  • Be aware of the effect it would have on their collections
  • Know the benefits locally and to the broader environment
  • Understand how to use the new services
  • Know where to get more information

The aim was for the new collections to work perfectly from day one.

Introductory pop up display and Adshel advertising

The Solution

As with all promotional campaigns for a major service change a communication plan was produced in collaboration with the Borough Council, which integrated fully with the operational aspects of the introduction of the new services.

It was important that householders had sufficient and timely warning of the impending changes and how it would be introduced.  To facilitate this an introductory campaign was developed which included:

  • Initial information as press releases and in the Council Newspaper
  • Holding page on the Council website with brief information
  • Displays around the Borough
  • Introductory leaflet mailed to all households
  • Posters
  • Press and outdoor advertising
  • Detailed website with questions and answers

4 page introductory leaflet

The website contained extensive FAQ's and a guide to the new service

Sufficient information was provided at every stage to limit the number of calls to the Council.  Internal communications were not neglected and all staff and councillors were made aware at all stages of the progress of the campaign and roll out of the services.

Instructional pop up display

All material was branded in a consistent way to help householders recognise the promotions.  A look and feel was developed prior to any material being produced – this included Recycle Now branding incorporating the TBC logo. All material had the Council contact information, including: web address, email and telephone number to make it easy for householders to find out more information.

Following the initial introduction further promotions were undertaken including:

  • Roadshows around the Borough
  • Un-manned displays in a number of locations
  • Vehicle Livery

After the initial introductory campaign the bins were delivered. These were supplied to householders with detailed instructional leaflets and collection calendars.  These were attached to the blue recycling bins in sealed 'document enclosed' envelopes. The instructions on how to use the new services were simple and clear, making use of illustrations where possible.

On the commencement of the service, collection crews were given contamination stickers to attach to recycling bins which had been contaminated with the wrong materials. This allowed for quick and cost effective corrective measures to be taken to reduce the chance of further contamination.

Pages from the instruction leaflet

Various hangers were supplied including these hangers that illustrated further extensions to the collected materials

Shortly after the introduction of the new scheme the Council were able to take a wider range of material in the recycling collection.  Bin hangers were produced to inform householders that they could recycle even more materials in their blue bin - these were distribute by the collection crews as they completed the rounds.

Conclusion

By carefully planning the communications and integrating them with the operational aspects of service change, ensured an easy transition between old and new services.  The scheme has proved to be a great success and the residents of Tewkesbury Borough are recycling more than ever and helping to prevent waste from going to landfill.  Three months after the introduction the recycling rate had risen to over 60%.

Key facts

  • Clear planning of communications and integration with the operational roll out plan
  • Consistent messages and visual identity across a wide range of media prepared the residents for the change of service
  • Making information available to householders and TBC staff in a number of easily accessible forms