ESART Project E/011; 871023.014
Rethinking Rubbish - Towards a New Campaign
Research into the most effective and appropriate way of communicating national messages to encourage attitude change and actions on waste
FOREWORD
The National Waste Awareness Initiative (NWAI) is a nation-wide campaign that aims to encourage and maintain positive change in public awareness, attitudes and - most importantly - behaviour, to waste production and management.
In order to inform the development of this ambitious Initiative, a programme of research was undertaken into the most effective and appropriate ways of communicating national messages on waste.
During summer 2000, research specialists Prescient Ltd. facilitated a series of 24 qualitative discussion groups across the UK, assessing the public's thoughts on waste as well as their response to the various ways in which it can be promoted.
This represents one of the largest research projects yet undertaken in this field, allowing a rare insight into public perception and providing the building blocks for this major initiative.
The NWAI is grateful to the Environmental Services Association Research Trust (ESART), who co-ordinated funding for the study through the landfill tax credit
scheme with contributions from:
Biffaward
Cleanaway
Hales Waste Control
Global Environmental
Hanson Waste Management
Onyx
Shanks
SITA
Viridor
ESART acknowledges the financial support provided by these companies, which has enabled this research study.
This report was prepared by Rob Hartley and Beth Howes of Prescient Ltd.
CONTENTS
INTRODUCTION
BACKGROUND
Research Objectives
Research Methodology
What is Qualitative Research
A Two-Stage Operation
Research Structure
RESEARCH FINDINGS
Setting A Context
Understanding Contemporary Discourse
Developing A Meaningful Dialogue With Consumers
Referring To The Disposal Options
Communicating With Consumers
Understanding The Culture And The Individual Within It
A Culture Of Convenience
A Blind Faith In Technology
The Culture Of Deferred Responsibility
Reducing Waste To Landfill And Incineration In The Current Climate
Recycling
Reusing
Responsible Shopping
Composting
Calls To Action
DEFINING A CAMPAIGN
Campaigns To Learn From
Creating A Campaign
Creating A Successful Advertisement
Reactions To The Creative Work
Popular Concepts
Examples Of Successful Concepts
Unpopular Concepts
Examples Of Unsuccessful Concepts
Using Messages And Facts
BRINGING THE CAMPAIGN TOGETHER
SUMMARY