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The ability of the campaign to be effective is strongly affected by two equally powerful elements of resistance. Tackling the pair of them simultaneously is essential for the campaign to succeed, as they are both equal opposites in terms of needs and effects.
They are:
Contagious Apathy
Touched on previously, this is epitomised by the phrase "What difference am I going to make?" In other words it is a complete lack of faith in the 'Power of One' - no-one else is going to do anything so why should I? It is, in effect, a perversely inverse version of 'Keeping up with the Jones', arguing that if the neighbours aren't going to do anything then there's no point in us doing it either.
Of course, the contagion is caused by its reliance on the inaction of others: as other individuals are perceived to be failing to contribute to the cause, one's own involvement is perceived as having less and less impact until the point is arrived at whereby it is felt to be completely ineffectual and positive action ceases. This is assuming that any action has commenced of course, otherwise it acts as a massive barrier to even starting to consider one's rubbish disposal.
There are also indications that this will exist on a national level. Instead of taking pride in a local drive to ensure the reduction of waste to landfill and incineration, it is felt to be worthless unless others are making similar endeavours. The disparity is also felt in terms of effort: why should we have to do this if they're not in the neighbouring region?
Doorstep Syndrome
Whilst contagious apathy concerns itself with the activities of others, this is far more concerned with what is immediately evident. Taking its name from the idea that 'if it's not on my doorstep then it's not my problem', it presents us with the fact that very little notice is taken of any issues that are not immediately apparent to and/or on the brink of affecting an individual.
Priorities are thus very much set by what is actually visible, local issues and what is defined as important by the media. As can be imagined, the low-priority, low-publicity issue of waste awareness falls foul of this lack of publicity, constantly pushed further to the bottom of the pile by the consumer and media fondness for knee-jerk reactions to issues of the moment.
More media friendly, 'sexy' concerns are thus the most perceived, as well as anything that might be having pressing local effects. Elsewhere in the country and the world is out of sight and thus, sadly, out of mind.
Finding The Middle Ground
So how does this affect the creation of a waste awareness campaign? On the one hand no-one is doing anything because no-one else seems to be doing anything, yet on the other we are faced with a situation where no one is prepared to take action until they are presented with a visible reason for doing so.
Those in a particular region are not prone to help that region along its way to a more enlightened way to the disposal of waste if they are aware of other regions that are not similarly pulling their weight. People are not keen on feeling as though they are spearheading the rubbish revolution, and will be put off if this is felt to be the case. All they really want is to take part, to make a valuable contribution to a large drive to reduce waste. Thus there is a definite need for some sort of a national campaign that can highlight the national implications of waste awareness, and how different regions are working to reduce the amount of waste to disposal.
However there is also a lack of awareness about how any such work can affect an individual, how I can benefit from my efforts to curb the amount of waste created. This is not necessarily a selfish attitude - benefits are not expected to be material, it is simply that there is very little understanding of how anyone can benefit from such action. There is clearly a call for increased communications explaining how local needs can be catered for by concerted efforts to minimise waste, and how these needs affect the general public and not just local authorities and those in the waste industry.
To claim and maintain a position within the public eye as an issue that must be considered a matter of importance, it seems essential to make waste awareness a media issue. Coverage in the national press will make it a contemporary topic that demands attention and is relevant to everyone. This is important in terms of both creating a consumer-friendly version of waste awareness that affects every individual personally, and in terms of showing that it is occurring on a national level.
So communities have to focus on the local benefits of action irrespective of the strength and success of similar schemes nation-wide, whilst at the same time regarding it as a subject of such great importance that it is of national importance. Effectively there is a need for both local and national campaigns combined.
How can this be achieved? How can the national picture be focussed upon without blurring the importance of local, specialised needs? The answer would appear to be a series of localised, tailor-made campaigns that reflect the needs of individual regions, all under the banner of a national 'umbrella' campaign.