2015 Excellence Award Entry Category: Awareness ...swana.org/Portals/ExcellenceAwards...2015...

2015 Excellence Award Entry Category: Awareness Campaign The Regional Municipality of York

Better Blue Starts With YouYork Region, Canada

Population: 1.1 millionCost per household for project: $0.22

Approximate budget: $153,000

Contact: Vicki Puterbough [email protected] 905-830-4444 ext. 75099

2015 Excellence Award Entry Awareness CampaignThe Regional Municipality of York

Executive SummaryConverting blue box materials into commodities helps to slow the depletion of natural resources and is an important part of the York Region waste diversion strategy. Although residents have made our Blue Box Program successful with one of the highest participation rates in the Greater Toronto Area, audits show that contamination is still a concern. The Better Blue Starts With You campaign takes a playful approach to drawing attention to some of the largest contamination issues:

• Newspapers in plastic bags • Non-recyclable plastics • Recyclable materials in bags/boxes

To connect with the target audience, residents between the ages of 18 – 45 years, the campaign utilizes an innovative approach to stand out from previous blue box promotions. The graphics and messaging of this campaign play on a “relationship break-up” theme. Typical breakup scenarios are used to explain the need to “separate” some items from our blue box. This humorous series resulted in a more than one per cent decrease in contamination in year one.

Statement of IntentThe Better Blue Starts With You campaign is an education and awareness campaign utilizing a creative way to capture residents’ attention and convince them to recycle appropriately.

While residents are attempting to recycle as many materials as possible, with the introduction of many new materials on the market there may be confusion about which materials are accepted in the Blue Box Program. When residents place items in the blue box that cannot be processed at the York Region Materials Recovery Facility (MRF), they are considered residue, resulting in blue box contamination. This campaign aims to reduce contamination at the curb.

A communication plan was developed for this campaign to assist in achieving maximum reach to the community.

Research/PlanningCAMPAIGN GOALYork Region residents have made the Blue Box Program successful with one of the highest participation rates in the Greater Toronto Area.

In 2014, York Region processed more than 87,000 tonnes of blue box materials, representing 21 per cent of the total waste managed by the Region. Revenue generated from sales of blue box materials in 2014 was more than $8.5 million. While residents are attempting to recycle as many materials as possible, with the introduction of many new materials on the market there may be confusion about which materials are accepted in the Blue Box Program. When residents place items in the blue box that cannot be processed at the York Region Materials Recovery Facility (MRF), they are considered residue, resulting in blue box contamination. Contamination is measured through inbound blue box audits every other year (2012/2014).

Examples of contamination include: materials wrapped in plastic film such as newspapers and cardboard, and recyclable materials set out in bags or boxes. Audit results used to inform the Better Blue Starts With You campaign are below:

Inbound Blue Box Total Contamination

Fall 2011 %

Spring 2012 %

Summer 2012 %

Total Recyclable 85.27% 85.71% 83.71%

Total Contamination 14.73% 14.29% 16.29%

Total 100% 100% 100%

Contaminants Fall 2011 %

Spring 2012 %

Summer 2012 %

Non-recyclable plastics 2.25% 2.13% 2.81%

Newspaper in plastic bag 1.89% 1.62% 1.53%

Boxed blue box material 1.45% 0.92% 1.30%

Blue box material in PE bag 1.66% 0.93% 1.52%

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At the MRF, these materials will contaminate the bales of recyclable material (lowering their value), damage the sorting machinery or be screened out and sent to landfill. The objective of the Better Blue Starts With You campaign is to improve the Blue Box Program by informing and engaging residents and reducing contamination. Over the short term, the campaign goal is to revive resident interest in blue box recycling, and inspire them to comply with the program specifics. Over the long term (five years), the campaign goal is to reduce blue box contamination in York Region.

OBJECTIVES• Decrease blue box contamination material

by one per cent • Engage more than 8,000 residents through community

events and festivals and provide education about which items should/shouldn’t be placed in the blue box

• To promote contamination messaging and reach a minimum of 150,000 York Region residents through various media resources

TARGET AUDIENCEAs this campaign is about capturing residents’ attention and convincing them to recycle properly, our target audience is York Region residents who actively participate in the Blue Box Program but may be placing unacceptable items in their blue box. Market research conducted by York Region in 2013 indicated most York Region residents between the ages of 18 – 45 years are active participants in our Blue Box Program. In an effort to capture the interest of this age group in York Region, the graphics and messaging of this campaign play on a “relationship break up” theme. The creative concept was designed specifically to stand apart from the traditional Blue Box program look. This campaign engages residents by capturing their attention, while providing information on how to recycle properly. Recycling can be a challenge, but York Region call-centre records indicate that residents crave the information that can help them to recycle better (highest percentage of calls regarding waste management processing are “what is accepted” calls, month after month).

TIMEFRAMEThe Better Blue Starts With You campaign began in June 2013. A condensed version of the campaign ran in the spring and fall of 2014.

KEY MESSAGESThe campaign focuses on the three top contaminants identified in the 2011/2012 Blue Box audits. These are: • Newspapers in plastic bags • Non-recyclable plastics • Recyclable materials in bags/boxes

Newspapers in plastic bags do not belong in the blue box. – “I need to be alone” Newspaper in the blue box is saying “I need to be alone” to a bag outside of the blue box. Message to residents: “Newspaper can go in the blue box, however, the plastic bag needs to be reused or discarded.”

Not all types of plastic can be disposed of in the blue box. – “You’re just not

my type” Blue box is saying to the small plastic toy standing away from the blue box, “You’re just not my type,” followed by the text, “Not all types of plastic can go in your blue box.” Residents are directed

to York.ca/bluebox or York.ca/bindicator if they are unsure whether an item is accepted in the blue box.

Attachment 2

Attachment 1

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Materials should be separate from each other in the blue box. – “I need my space”A blue box with an aluminum can inside a box board item saying, “I need my space.” Image is followed by instructions to not pack recyclables inside of boxes. Rather, cardboard should be flattened, and all items

should be free from one another to be properly processed.

COMMUNICATION TOOLS• Community newspaper advertising (3/8 and ½ page ads)• Zoned Toronto Star advertising (½ page ads)• Multicultural Newspapers (Italian and Farsi – ½ page ads)• Twitter - Prewritten scheduled tweets • Facebook - Prewritten scheduled posts and images,

boosted• Wonderlist e-Blast (Toronto Star promotional email)• Yorkregion.com pushdown ads (online advertising) • Display info on York.ca• York Beat – Internal promotion• Collection contractor training session.

This approach allowed the contractor staff an opportunity to listen to the presentation, review the campaign materials and ask questions for clarification. *Please refer to attachment 4

• Waste calendar page (Richmond Hill 2014 calendars, distributed in Nov. 2013)

• Transit shelter ads throughout York Region • What goes in your blue box? - brochure

ENVIRONMENTAL CONSIDERATIONS IN COMMUNICATION TOOL CHOICESFor this campaign, the majority of tactics have been digital marketing tools such as social media, the York Region website and email lists. In-person presentations to the contracted collections staff were also given during a training session to

maximize the impact of the message. Beyond print ads circulated in newspapers, no mass-printed materials were created for the purpose of this campaign.

RESOURCES UTILIZED PRIOR TO IMPLEMENTING THIS CAMPAIGNPrior to the Better Blue Starts With You campaign, outreach materials spoke to what is accepted in the blue box. Utilizing the results of the 2011/2012 waste audits, it was determined that there are very specific types of contamination taking place. Recognizing the importance of low contamination rates to a successful blue box program, messaging was changed from educating about acceptable materials to creating awareness of non-acceptable materials.

ANTICIPATED OBSTACLES AND OPPORTUNITIES FOR MEETING GOALSThere is a lot of confusion about which plastics and plastic bags are recyclable. When residents place plastics in the blue bin, they perceive that they are “doing the right thing.” The goal of this campaign is to heighten awareness about which plastics are considered contaminants, but because the behavior of recycling in ingrained, this messaging will have to be communicated regularly and on a long-term basis in order to create change.

Community newspapers regularly come wrapped in a plastic bag and often go from the driveway directly to the recycling bin. An opportunity that is being realized by this campaign is resident influence on the newspaper industry to look to alternatives to wrapping each individual newspaper.

Plastic bags do not belong in your blue box.Newspaper should go in your blue box, but please remove the plastic sleeve first. Leaving it on prevents the newspaper from being recycled. The plastic sleeve should be reused or go in the garbage.

I need to be alone You’re

just not my type

Not all types of plastic are recyclable in your blue box.Toys, utensils and plastic wrap are just a few items NOT accepted in the blue box. Plastic that cannot be recycled or reused should go in the garbage.

I need my space

Recyclable items should be free from one another in your blue box.Please ensure recyclables are separate from one another and cardboard is flattened in your blue box. It’s difficult to process blue box items packed inside of one another.

BETTER BLUE STARTS WITH YOU

York Region is trying to reduce blue box contamination. You can help by leaving behind the materials featured in this campaign.www.york.ca/bluebox

September 2013 November 2013June 2013

YorkRegion

@YorkRegionGovt

YorkRegionGovt

LinkedIn.com

BB_ContaminationPoster_28x22.indd 1 7/15/2013 10:35:01 AM

Attachment 4

Please refer to Attachments 5 and 6

Attachment 3

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Implementation/Execution:TIMELINES

DATE - 2013 DELIVERABLE

June 3 – 16 Yorkregion.com Banner ad (“I need to be alone”)June 6, June 20 Metroland ad (“I need to be alone” 3/8 page full colour, Region-wide)June 13 Metroland ad (“Better Blue Starts with You” 3/8 page full colour, Region wide)June 14, June 21 Lo Specchio ad (“Better Blue Starts with You”1/4 page full colour translated)June 21, June 28 Iran Star ad (“Better Blue Starts with You” 1/4 page full colour translated)July 4 Toronto Star WonderlistJuly 28 Poster and other materials to municipalities (intended for waste collection contractors)

September 18 Toronto Star WonderlistSeptember Yorkregion.com Banner ad (“You’re just not my type”)Sept 3 – Sept 30 Facebook posts twice a weekSept 3 – Sept 30 Twitter posts twice a weekSept 3 – Sept 30 York Beat Posts – linking to york.caSept 5, 19 Metroland ad (“You’re just not my type” 1/2 page full colour, Region-wide) Sept 13, 20 Lo Specchio ad (“Better Blue Starts with You”1/4 page full colour translated)Sept 5, 12, 19, 26 Iran Star ad (“Better Blue Starts with You” 1/4 page full colour translated)Sept 14, 21, 28 Toronto Star ad (“You’re just not my type” 1/2page full colour)

November Toronto Star WonderlistNovember Yorkregion.com Banner ad (“You’re just not my type”)Nov 4 – Nov 29 Facebook posts twice a weekNov 4 – Nov 29 Twitter posts twice a weekNov 4 – Nov 29 York Beat Posts – linking to york.caNov 7, 14 Metroland ad (“You’re just not my type” 1/2 page full colour, Region-wide) Nov 8, 15 Lo Specchio ad (“Better Blue Starts with You”1/4 page full colour translated)Nov 7, 14, 21, 28 Iran Star ad (“Better Blue Starts with You” 1/4 page full colour translated)Sept 2, 9, 16 Toronto Star ad (“You’re just not my type” 1/2page full colour)

DATE - 2014 DELIVERABLE

April 24 Metroland ad (“I need to be alone” full page full colour, Region-wide) May 1 Metroland ad (“You’re just not my type” full page full colour, Region-wide) May 8 Metroland ad (“I need my space” full page full full colour, Region-wide)May Toronto Star WonderlistMay Billboards (3)May/June Facebook (3 boosted ads)May/June Twitter postsAugust 2015 N6 Calendar pages

November 27 Metroland ad (“I need to be alone” 1/2 page full colour, Region-wide) December 4 Metroland ad (“I need my space” 1/2 page full full colour, Region-wide)December 11 Metroland ad (“You’re just not my type” 1/2 page full colour, Region-wide)

Newspaper in Plastic Bag Series - June 3 to June 30, 2013

Non-recyclable plastics Series - September 3 – September 30, 2013

Boxed/Bagged Material Series - November 4 – November 29, 2013

Spring Campaign - April 22 – May 8, 2014

Holiday Campaign - November 27 – December 11, 2014

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TOTAL BUDGET/COST PER HOUSEHOLD/FUNDING SUPPORTThis campaign began in 2013 and is expected to run for approximately five years. The budget breakdown to the end of 2014 is as follows:

York Region did not receive any additional funding support for this campaign from any outside sources. However, in-kind WDO lineage was used to further promote the campaign in the fall 2014.

The projected budget was not exceeded.

EXTERNAL PARTNERSIn 2011, a blue box contamination working group consisting of representatives from York Region and nine local municipal partners (Aurora, East Gwillimbury, Georgina, King, Markham, Newmarket, Richmond Hill, Vaughan and Whitchurch-Stouffville) was formed. This group’s mandate was to increase the efficiency and effectiveness of their Blue Box Programs through the implementation of educational campaigns and corrective measures such as contractor training and curbside education.

Recognizing the importance of decreased contamination rates to a successful Blue Box Program, the partners committed to reviewing results of a comprehensive audit program and help develop promotion and education campaigns for the public and collection contractors. A promotion and education strategy was developed in conjunction with our local partners, whom York Region worked with directly on the materials and the communications to contracted collections staff.

The public was integral to the campaign in participating in social media (shares/likes) as well as forwarding electronic materials to their contacts.

CREATIVITY AND UNIQUENESSIn an effort to capture the interest of the target age group in York Region, the graphics and messaging of this campaign play on a “relationship break-up” theme. The creative concept was designed specifically to stand apart from the traditional Blue Box Program look. This approach uses typical breakup scenarios to explain the need to “separate” some items from our blue box. With this humorous and innovative approach, this campaign will stand out from previous blue box promotions, build hype and stir up conversations among residents. The simple text in this approach made translation of the ads easy, thereby allowing us to reach residents who prefer to receive information in another language through multicultural newspapers in York Region.

It was important to develop creative that would appeal to very busy and engaged residents, a demographic being bombarded daily by all types of messaging and information. The creative had to be different, had to tell the story and be memorable enough to be remembered on the next blue box collection day.

Results/EvaluationEVALUATION TOOLS USEDSuccess metrics included: • Comparative results from blue box audits from 2012

to 2014 data• Tracking number of residents engaged at community

events and festivals where blue box education was promoted

• The tracking of likes, comments and shares on Facebook, measured against other campaigns posted on York Region Facebook page

• The tracking of clicks through and participation through number of times image is forwarded on for the Toronto Star Wonderlist (email list)

• The tracking of clicks on the yorkregion.com push down ad, measured against industry standard as stated by York Region Media Group

• York.ca website analytics• York Region Access York call centre records/tracking –

Acceptable materials waste inquiries

Year Budget Number of Households

Cost Per Household (approx.)

2013 $80,000 343,920 $0.232014 $73,000 352,415 $0.21

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QUANTITATIVE RESULTS OF THE CAMPAIGN Inbound Blue Box Contamination Audit Comparisons:York Region conducted four (4) seasonal inbound contamination audits in 2012 and again in 2014. Comparisons showed a reduction in overall contamination in Summer 2014 and Fall 2014 seasons of 1.51 per cent and 0.75 per cent respectively. The 2014 winter data was not available to compare at time of submission.In 2014, the following results were seen when comparing the summer vs. fall audit results:• “I Need My Space” 8 out of 9 municipalities saw a

reduction of boxed, recyclable materials, not separated.• “You’re Just Not My Type” 6 out of 9 municipalities

saw a reduction of non-recyclable plastics.• “I Need To Be Alone” 2 out of 9 municipalities saw a

reduction of newspapers in plastic bags. Other forms of plastic bags continue to be a major concern.

Community Engagement and Public Outreach:Between July 2013 and December 2014, Environmental Services event staff attended 67 community events and engaged over 11,650 residents with waste program materials. Awareness of the campaign was provided in the form of interactive games including Plinko and the Wheel of Wisdom to make waste education fun. In addition, surveys were conducted at several events to gauge residents waste management habits and questions were asked that specifically related to this campaign (i.e., Do you remove the plastic bag from your newspaper before placing it in the blue box?)

Facebook Analytics: (based on $100 paid boosts)

Wonderlist Analytics: The “Better Blue Starts with You” ad had 7,379 unique opens (25 per cent open rate), 239 click-throughs to York.ca/bluebox or York.ca/bindicator, and 242 recipients shared this email with others by forwarding it along (4 per cent forward rate).

The “I need to be alone” ad had 6,340 unique opens (23 per cent open rate), 204 click-throughs to York.ca/bluebox or York.ca/bindicator, and 223 recipients shared this email with others by forwarding it along (four per cent forward rate).

The “You’re just not my type” ad had 5,202 unique opens, 561 click throughs (11 per cent) to York.ca/bluebox, 223 recipients shared this email with others by forwarding it along (4 per cent forward rate).

“I need my space” ad had 5,575 unique opens, 259 click-throughs (3 per cent) to York.ca/bindicator and 213 recipients shared this email with others by forwarding it along (4 percent forward rate).

YorkRegion.com Push-Down Online Ad Analytics: The “I need to be alone” push down online ad posted on Yorkregion.com homepage from June 3 – July 14, 2013 had a click through rate of 0.51 per cent (17 times higher than the industry average of 0.03 per cent click through rate as stated by York Region Media Group).

The “You’re just not my type” push down online ad posted on Yorkregion.com homepage from September 3 – September 30, 2013 had a click through rate of 0.37 per cent (12 times higher than the industry average of 0.03 per cent click through rates stated by York Region Media Group).

The “I need my space” push down online ad posted on Yorkregion.com homepage from November 4 – November 30, 2013 had a click

through rate of 0.46 percent (15 times higher than the industry average of 0.03 per cent click through rate as stated by York Region Media Group).

Views Click-Throughs Likes Comments Shares19,264 730 74 34 16

May 8, 2014 - York Region’s top viewed Facebook graphic for June


May 22, 2014 - York Region’s top viewed Facebook graphic for September


June 5, 2014

Attachment 7

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Metroland Newspapers:The series of advertisements was distributed to the local newspapers on April 24, 2014 until May 8, 2014 and again starting November 27, 2014, ending December 11, 2014. The following is a list of the newspapers and their circulation numbers.

Multicultural Newspapers:Text based advertisements were used to reach some of York Region’s most spoken languages. Ads appeared in June, August and October of 2013.

Transit Shelters:Estimated circulation based on 13 transit posters for 28 days each is 6,287,344 views. (Reported by CBS Outdoor)

Website Analytics: york.ca/blueboxGoogle Analytics reports from January 1, 2014 to December 31, 2014 for york.ca/bluebox indicate a total of 7,733 page views and 6,390 unique page views with an average time on the page of 1 minute 49 seconds. These metrics include external visits only, not internal staff visiting the page.

Access York/York Region Call Centre Analytics:Data is currently available for the period of January 2014 – December 31, 2014. During this time, the Access York call centre fielded a total of 7,376 calls regarding waste. A total of 3,446 calls (approximately 47 per cent) were questions surrounding acceptable waste and where an item should be properly placed for disposal.

Newspaper Distribution Days Circulation

Newmarket/East Gwillimbury Era, Aurora Banner

Thursday 51,720

Georgina Advocate Thursday 17,900

King Connection Thursday 8,440

Stouffville Sun Thursday 14,000

Richmond Hill, Thornhill Liberal Thursday 86,400

Vaughan Citizen Thursday 58,500

TOTAL CIRCULATION

236,960

Newspaper Distribution Days Circulation

LoSpecchio: The Italian Weekly Friday 10,000

Iran Star Friday 10,000

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OVERALL CAMPAIGN OUTCOMEThe Better Blue Relationship series ads achieved extensive reach compared to other York Region communications in the months they were circulated. They were the cause of much conversation on social media and even sparked an online campaign within the Town of Aurora to mandate the elimination of plastic bag covers from newspapers and flyers in York Region - https://www.change.org/en-CA/petitions/york-region-media-group-eliminate-plastic-bag-covers-from-your-newspapers-and-flyers. Many comments received regarding the ads stated they had no previous knowledge of these blue box program requirements and were glad to receive the new information.

UTILIZING RESULTSThe campaign is ongoing and therefore the outcomes will help inform the following year’s campaign activities. For example, in 2014 the majority of the campaign messaging was circulated in the early spring, as we found that the 2013 campaign was most effective at that time of year.

We are continuing to audit the blue box materials three times/year on even-numbered years from 2012 and look forward to seeing clear trends as a result of this campaign.

HOW COULD THE CAMPAIGN BE IMPROVED?As with any awareness campaign, the more widespread and repetitive the message, the more effective it is. Although there are not additional financial resources to expand the campaign in the future, more effective use of partnerships can be implemented. York Region local municipalities could be encouraged to utilize the campaign materials on a more regular basis. Expanded collaboration with media partners could be created to resolve some of the contamination problems at the source. Social media was very effective with this campaign and it will continue to be utilized and expanded.

HOW COULD THE CAMPAIGN BE REPLICATED?The York Region Better Blue Starts With You creative components can be made available to other municipalities interested in replicating the campaign.

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Attachment 1: Newspaper Ad

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10



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Plastic bags do not belong in your blue box.Newspaper should go in your blue box, but please remove the plastic sleeve first. Leaving it on prevents the newspaper from being recycled. The plastic sleeve should be reused or go in the garbage.

I need to be alone You’re

just not my type

Not all types of plastic are recyclable in your blue box.Toys, utensils and plastic wrap are just a few items NOT accepted in the blue box. Plastic that cannot be recycled or reused should go in the garbage.

I need my space

Recyclable items should be free from one another in your blue box.Please ensure recyclables are separate from one another and cardboard is flattened in your blue box. It’s difficult to process blue box items packed inside of one another.

BETTER BLUE STARTS WITH YOU

York Region is trying to reduce blue box contamination. You can help by leaving behind the materials featured in this campaign.www.york.ca/bluebox

September 2013 November 2013June 2013

YorkRegion

@YorkRegionGovt

YorkRegionGovt

LinkedIn.com

BB_ContaminationPoster_28x22.indd 1 7/15/2013 10:35:01 AM

Attachment 4: Poster

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Attachment 5: Social Media Post

Accompanied by text: “Not all types of plastic are recyclable in your blue box. Toys, utensils and plastic wrap are just a few items NOT accepted in the blue box. Plastic that cannot be recycled or reused should go in the garbage. Don’t know where it goes? Use our bindicator tool at www.york.ca/bindicator to find out where used plastic items should go.Better blue starts with you”

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Attachment 6: Social Media Post

Accompanied by text “Newspapers need to be alone...Newspaper should go in your blue box, but please remove the plastic sleeve first. Leaving it on prevents the newspaper from being recycled. The plastic sleeve should be reused or go in the garbage. For more information on what can go in your blue box, visit www.york.ca/bindicator”


Attachment 7: Wonderlist

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