Barcelona, 10th of June of 2011

PROJECT LIFE 08 INF/E/000187

Meeting

SUMMARYABOUT USTHE PROJECT

1. INTRODUCTION2.TOOLS3.ACTIONS

• C2-C3• C4• C1

ABOUT US

WHERE ARE WE?

The Metropolitan Authority of Hydraulic Services and Waste Treatment (EMSHTR) also known as Environmental Authority (EMA) of the Barcelona Metropolitan Area, is the Local and Public Authority created by the Catalan law 7/1987. It is competent in the management and the treatment of municipal waste of the 33 municipalities of the Metropolitan Barcelona Area. It is also competent in the water cycle.

WHO ARE WE?

Area: 560 km2

Population: 3,2 MAverage density of 5,701 population/km2

Budget: 238,6M€

Second Metropolitan Program of Municipal Waste Management (PMGRM) 2009-2016

– Reduce 10% of the generation with prevention policies.– Treatment of 100% of the waste.– Recycle 50% of the waste.– Energy recovery from the non recyclable waste.– Minimize the waste for the landfill.– Obtain the economical sustainability of the whole system (TMTR)

Sustainability and measurable policies to waste management

SUSTAINABILITY, TECHNOLOGY, COMMITMENT

Selective collection

5 fractions (organic, paper, glass, packaging and refuse)

• Collections of bulky waste• Storage depots

• Metropolitan treatment facilities

Esquema del model general de tractament dels residusa l’Àrea metropolitana de Barcelona

Triatge

Materials recuperats

Envasos Lleugers/FIRM

Mecànic biològic (compostatge)

RESTA

Mecànic biològic (compostatge o

digestió)

FORM

D.C. Cendres Volants Estabilitzat de RESTA

Valorització energètica

VoluminososTriatge / trituració

Paper i cartró

Vidre

Compost FORM

Electricitat i district heating

Valoritzacióescòries

Deposició controlada

Restauració de pedreres en bales

Restauració de pedreres en bales

Treatment model

Map of treatment facilities

• We need the citizen's involvement to reach the goals of the European Directive and the Recycling Society objectives. Environmental data

Waste Generations (2010)Amount 1.577.203 tonnes/yearPer capita 1,35 kg/population and day

Selection of waste collections %2007 31,36 %2010 37,22 % 2012 40% (expectative)

THE PROJECT

1. INTRODUCTION

1.1. PROJECTYear 2010: the European LIFE 08/NF/E 000187 Project begins. Also known as Life COR Project (acronym for Waste Objective Campaign)

COR is the principal communication instrument to obtain the objectives of the Metropolitan Programme for Municipal Waste Management (PMGRM) 2009/2016

1.2. PROBLEMCitizens are not aware of waste as a major environmental problem (cleanliness, civility)

There is no awareness of the volume (weight) of waste generated

The destination and the subsequent treatment of waste are unknown

This ignorance and the urban legends involving the credibility of the system limits the separation of household waste

To share the Directive Marc and its goal: EUROPEAN RECYCLING SOCIETY, and therefore the objectives of the 2009/2016 PMGRM

To improve the understanding of resources - products –waste

Awareness raising on the need for a sustainable management system that enables the material and energy evaluation of materials and contributes to mitigating climatic change

1.3. OBJECTIVES

To demonstrate that citizens’ action is essential for achieving the objectives of the DM and the PMGRM

To encourage citizens to change their habits and include correct domestic waste management (separation and selective collection of the different fractions) in their daily routine, shared by all members of the family unit

To achieve the rates approved in PMGRM for the 2012:

- 40% of selected collection

- 90% of waste treated before the final disposition

1.4 DURATION36 months1st of January of 2010

10th of June of 2011

31st of December of 2012

438.525,97 € spent (27’2%) 31st of December of 2012

31st of March of 2011

1.612.428 €

1.5. BUDGET

2. TOOLS

2.1. TEAMCreation of a transversal management team for the project, integrated by technical and administrative staff that meet every 15 days.

– Project manager: Anna González– Supervisor: Emili Mas– Project officer: Sandra Canadà– Financial control: Segi Abella, Elena Mustarós and Maria Helena Alamán– Administrative support: Beatriz García – International relations support: Elena Argelich– Computer programme support (acció F1) and communication support: Eduardo

Gómez i Xavier Sabaté– Image and action F2 support: Ursula Solans– Actions C2 and C3 support: Teresa López, Eva Palomino, Carme Huertas– Environmental management and action E2 support: Ana Romero i Elena Lacort

1. Workshop for all the staff that is involved one way or another with the project. Programme: The LIFE programme and its management (Common dispositions) and the communication campaigns in the digital era.

Training

Duration: 3 hoursWhen: 10th of February of

2010

Participants: 23 people

Training2. Kick off Life 08 Madrid. Participation next to all the leaders of the LIFE 08 projects from Spain and Portugal at the Kick off organized the 2nd of March in Madrid, by the general management of Environmental of the CE.

The persons that assisted to the encounter were Sergi Abella, Elena Argelich and Anna González.

2.2. STAKEHOLDERSStakeholders

Agència de Residus de Catalunya: Government of Catalonia

Municipalities: the 33 metropolitan municipalities in the area of action of EMSHTR

Municipal and metropolitan waste treatment and management companies and service concessions

Individual meetings with the metropolitan city halls:Barcelona, Cornellà, Esplugues, Gavà, Molins de Rei, Sant Adrià, Sant Boi, Sant Cugat, Sant Just, Sant Boi i Tiana.The main metropolitan areas of the Spain state and the metropolitan area of Porto and Lisbon (Portugal)

CONFAVC (Catalonian Neighborhood Associations Confederation)Universities (Vic, URL i UB)

STAKEHOLDERSStakeholders

Training centres for adults

Consumer associationsNeighbours’ associations

Unió de Consumidors de Catalunya (UCC)NEW INCORPORATIONS

FICMA (International Film Festival for the Environment)

XAL (Local Broadcasting Network)

EMAS ClubFundació Esplai

IMET (Institut Metropolità de Taxi)

Project web available from July 2010 in three laguages CAT, SPA, ENGDesigned to work with all types of emacorlife formats.

2.3. F1. WEB & BLOG Life COR

Under construction

Creation of a specific brand for the project

Creation of a brand manual for its correct application

2.4. Life COR Branding

2.5. F2. INFORMATION BOARDSA board has been designed with the basic information of the project and it is respectful with the environment.

2.6. E2. Metropolitan Environmental Data • Expected anual publication• Expected budget: 93.250 €• Indicators of progress

- 2009 publishedBook+Summary+ Pendrive+Factsheet +Online version http://www.dadesambientals.catLanguages: Catalan, Spanish, English and French.Cost: 56.320 €

- 2010 will be published soon

ACTIONS

C2-C3 ENVIRONMENTAL EDUCATION

Start date: March 1st of 2010, as planed (C2 & C3)

C2. Visits to the waste treatment plants as tools for training and communication

• Collective visits to the plants for treating and revaluating waste. The visits are for citizens to see the life cycle of their waste, the consequences of its generation and management and the operation of the treatment plants.

•• The visits to the metropolitan facilities are a very useful

instrument for informing that there is an afterwards for the waste placed by citizens in containers, and to increase the credibility of the waste management system.

• The visits to the facilities are for students and adults and will be led by environmental educators experts in waste.

C3. Talks and meetings on waste• Talks and meetings on waste: waste management;

waste treatment; composting, etc. the talks and meetings aimed at collectives are leaded by environmental educators experts in waste.

• This actions offers the following activities:- School activities- Themed talks- Workshops- Workshops for events- Participative workshops

• Target: school students, adults and families.

C2 Expected results: 15visits/month x 20 people = 10.800 people

C2. Indicator progress: 430 visits with a participation of 7.685people = 33 visits/month

C3. Indicator progress: 284 talks with a participation of 6979 people.

RESULTS:Results until March 31st.

C2 ADULTS SCHOLARS TOTAL

From 01.03.2010

Visits 112 176 288Participants 1561 3394 4955

2011 (first quarter) Visits 151

Participants 2730

2010 and 2011 Visits 439Participants 7685

C3 ADULTS SCHOLARS FAMILIES TOTALFrom 01.03.2010

Activities 27 103 25 155Participants 456 2999 622 4077

2011 (first quarter) Activities 129

Participants 2902

2010 And 2011 Activities 284Participants 6979

Expected budget: 78.000 € (C2 + C3)

Total amount of the bills payed (until March 31st): 47.503,52 € (C2+C3)

BROCHURESSupporting material for dissemination purposes

Expected factsheets

11 waste treatment facilities (1 for each facility)11 general information publications

Expected budget: 80.000€(50.000 € x 75.000 units + 30.000 x 20.000 units)

Edited products until December 31st of 2010: 26.200 units Cost: 26.431,54 €

C4. NEIGHBOURHOOD ACTIONS

Programme to encourage the involvement of NGO’s in the reduction and correct management of waste, mainly adressed to neighbourhoods associations.

Objective:They should join the programme and become active agents in the process and giving power to responsible citizens.

C4. NEIGHBOURHOOD ACTIONS For legal and administrative reasons they couldn’t start on the expected date. (Summer 2010).

Solution:• Change the type of contract form the approved public agreement to call for tenders.

1)Contracted Know how, creativity and the management of the action2)Contract of the neighbours association.

• Modify punctually the project changing the budget breakdown categories.From other cost to external assistance.• The objectives do not modify.• The budget does not modify.• The activity is concentrated in 12 months.

C1. COMMUNICATION CAMPAIGN

1. THE CAMPAIGN1.1. Microsite1.2. Viral Marketing Campaign1.3. Other Communication Actions1.4. Street Marketing1.5. Press and Media

2. KICK OFF EVENT2.1. Street Event2.2. Institutional Event2.3. Workshop with the main metropolitan areas of Spain

and Portugal

THE CAMPAIGN• The campaign began January 30th of 2011 with a street

MK action. It coincided with the Half Marathon of Barcelona. (+ than 8000 participants)

• It is a long campaign (of almost 2 years), a 2.0 campaign, designed and monitored from the beginning with social networks, using viral MK tools and generating very little waste and emissions.

• Public Tender: • - Contracted November 22nd of 2010 to Quin Team

S.L. (What’s On)

Target group

Young-adults. Internet and new technologies usersFOCUS 

GROUP

POST AMPLIFIER

REST OF POPULATION

Online and offline mediaOpinion LeadersTrend setters

Activism as the heart of communicationSocial networks and Street MKProvocative and entertaining communicationOpinion LeadersInvolvement of the local councilsConventional media to support

“Organic” CommunicationDynamic Update

Communication StrategyCitizen implication

Change ofBehaviour

Inform of the “after”

Creative axis

Activism

The 3 “R”

Philosophy 2,0

Manifest

1.1. Microsite: www.moviment-r.cat

• Informative and participatory contents

• Tools to share and to encourage the participation

• Social networks

• Regular updating of the following sections:o Newso Accessionso Actions

Microsite: News editorial

Microsite: R Celebrities joining for support

Microsite: R Actions

The R Command is presented and recruits citizens

1.2 Viral Marketing Campaign1.2.1. Digital Video Campaign

Broadcasting:

• Social Networks• Local Mass Media:

o Televisiono Underground Channelo Screens in shopping mallso Citizen Attention Offices

Recording and shaking of other videos corresponding to:• Our own events • Support to the R Movement• Other events

Our own events

The BCN Half MarathonUploaded videos: 5Total views: 1.024

Our own events

La Candelera of MolinsTotal views: 185

La Carxofada of Sant BoiTotal views: 142

R Celebrities joining for support

Total views: 1.508

R Celebrities joining for support

Other events and videos of the EMA

Ludoteca of Sant Boi I Fòrum of Xesc Ecoparc

Total views: 421

Another Digital Video Campaign:“3R and Action”.

• Short TV show of 6 clips with the R Command as the connecting thread and with recreational tips for the 3R.

• Visualization in:o Social Networkso FICMA o Local televisions (XAL)

Presentation of the TV show “3R i acció” to people of reference in the blog, twitts and mass media world.

“3R i acció”

Reducció Inminent

Atipada orgànica Repara, “ o sea”, repara No Matalàs

Reciclar té molt de crèditAmor reciclat

YouTube Audience

1.2.2. Social NetworksFacebook: Home page for new users

1.2.2. Social NetworksFacebook: dynamisms at the wall

1.2.2. Social NetworksFacebook: dynamism at our friends pages walls

1.2.2. Social NetworksFacebook evolution: UsersNew users “I like”: People who have enjoyed the page. Total users of “I like”: People who have ejoyed the page till May 15th of 2011

1.2.2. Social NetworksFacebook evolution: Demography

1.2.2. Social NetworksFacebook evolution: InteractionsNumber of times that people (friends or not friends) have seen a post by The R Movement page

1.2.2. Social NetworksTwitter: daily dynamism of twitts of the R Movement and

retwitts of others…

1.2.2. Social Networks

Twitter evolution

1.2.2. Social Networks

Followers: 341Twitts: 399

1.2.2. Social NetworksPicasa: Publication of event photography's of the R movement or of other events where the R movement has been present.

1.2.2. Social NetworksPicasa

Microsite evolution + Facebook + Twitter

1.2.2. Social Networks

1.2.3. Other communication actionsPONLE UNA R (in process)

Recognition of the initiatives that contribute to the knowledge and use of the 3R

1.2.3. Other communication actionsCelebrities ROpinion leaders used as prescriptors

Contests: 1st Recycled Poetry contest

1.2.3. Other communication actions

Contests:Awards

1.2.3. Other communication actions

Merchandising.

1.2.3. Other communication actions

Merchandising.

1.4. Street Marketing

• The R command is an action group that recruits activists in publics spaces.

• 5 actions• Filming of the action for its future visualization

Mitja Marató BCN 01.30.2011

1.4. Street Marketing

1.4. Street MarketingLa Candelera de Molins 02.05.2011

1.4. Street MarketingLa Carxofada de Sant Boi de Ll. 04.03.2011

1.4. Street Marketing: audience

1.5. Press and Media• Systematic communications with the on and offline media

to achieve the maximum amplification of the message.

1.5. Press and MediaOn line repercussion

1.5. Press and MediaMETROPOLITAN INSTITUTE OF THE TAXI

1.5. Press and MediaCommunication pieces for the City Halls.

1.5. Press and MediaMedia presence: Campaign launch

1.5. Press and MediaMedia presence: Campaign launch

Media presence: Street Mk

1.5. Press and Media

Expected 12.31.2012

Kick Off event: 5.000 peopleViral Mk: 250.000 peopleDigital YouTube: 200.000 people

Indicator progress 05.15.2011

Kick Off event: +122.000 peopleViral Mk: 335.317 viewsDigital YouTube: 4.305 viewsMedia repercussion: + 507.119 impactes

KICK OFF EVENT30-31st of January of 2011

2.1. STREET EVENT

The R Movement at the Half Marathon of Barcelona.

T‐shirts

Adhesives

2.1. STREET EVENT

Indicators of progress: 132 people attending the meeting, number of cities and waste treatment entities

2.2. KICK OFF CONFERENCEWaste and Communication

Waste and Communication Manager NetworkSpain and Portugal

• A Coruña, (Área de Medio Ambiente, Sostenibilidad y Movilidad del Concello de A Coruña)

• Asturias, (COGERSA)• Barcelona (EMSTHR)• Bizkaia, (Diputación Foral de Medio

Ambiente de Bizkaia)• Lisboa, (VALORSUL)• Madrid, (Parque Tecnológico

Valdemingómez)• Málaga, (LIMASA)• Oporto, (LIPOR)• Pamplona• Sevilla, (LIPASAM)• Valencia, (EMTRE)

2.3. COMUNICOR MEETING

Objectives of ComuniCor• First meeting to propose a Spain / Portugal network of public

management bodies of municipal waste, which meets the following objectives:

• Exchange of information on communication strategies to implementthe European Waste Framework Directive .

• Joint reflection on communication strategies.• Exchange, cooperation and coordination of design and production

of communication products for the direct involvement of citizens.

• Dissemination and exchange of programs and products