14/07/17 – 08 communications & behaviour change...14/07/17 – 08 communications &...
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14/07/17 – 08 Communications & behaviour change
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Report Title Report RL 14/07/17 - 08
Communications & behaviour change update
Report by Ali Moore
Job Title Communications & Behaviour Change Manager
Date of meeting 14 July 2017
Summary
This paper presents an update on communications and behaviour change activities in line with the Resource London programme delivery plan.
Recommendation
For information only
• To note progress with delivery of the Recycle for London Campaign, Love Your Clothes, Love Food Hate Waste London and TRIFOCAL project
Risk Management
Risk Action to mitigate risk
N/A – no decisions being made
Implications
Legal N/A – no decisions being made
Financial N/A – no decisions being made
Equalities N/A – no decisions being made
Originating Officer Antony Buchan, Head of Programme
Contact details [email protected] / 020 7960 3678
Supporting Report
Purpose of the paper
To provide the Partnership Board with a progress report against programme output indicators.
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Report
Format
Each work area of the Behaviour Change activity is detailed below. Each section is prefaced by a table showing the relevant output indicator(s) for that work area with a colour and letter coded (traffic light) progress update. Output indicator 1 2 3 4
Continue to develop LFHW, RfL and LYC campaigns G
Recycle for London campaign Using WRAP’s new behaviour change campaign solutions framework Resource London has conducted a procurement exercise and selected a behaviour change specialist, Ogilvy Change. Ogilvy were selected by an evaluation panel incorporating representatives from:
- London Borough of Hackney - Western Riverside Waste Authority - GLA waste policy team - WRAP
Further consultation took place in May 2017 with a wider stakeholder group including:
- London Councils press team - Mayoral press office - North London Waste Authority - East London Waste Authority - South London Waste Partnership - London Borough of Sutton - London Borough of Newham - Veolia – including representation from teams from Camden, Southwark
and Lambeth The winning proposal focuses on tackling in-home systems as a barrier to effective recycling amongst the primary target audience as defined in the RfL campaign plan, approved in March 2017. An inception meeting has taken place and detailed planning has now started in order to define the media plan, creative materials and messaging along with partnerships to help deliver the campaign in year 1. The launch is planned for October 2017 and detailed plans and creatives will be shared once they are ready at a separate meeting (to be set up in late August) with the Partnership Board for comment. Resource London has also conducted a procurement through the Crown Commercial Services framework for a public relations (PR) agency to support the creative campaign agency and campaign delivery and has selected Forster Communications to fulfil this. NB. in addition to providing PR support to the RfL
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campaign, the PR agency will also provide support to both Love Food Hate Waste and Love Your Clothes campaigns, as well as LWARB corporate PR support. Campaign branding During the procurement exercise for the new RfL campaign, the unsuccessful agency (Radley Yeldar) proposed a change to the brand, from ‘Recycle for London’ to ‘London Recycles’. This is based on a behaviour change theory which promotes the ‘norming’ of desired behaviours rather than exhorting people to change their behaviour for a wider benefit. The proposal will be pursued separately as a possibility in collaboration with WRAP’s behaviour change team, with the intention of piloting the change as part of the new campaign launch in autumn. North London Waste Authority collaboration Conversations are ongoing about Resource London supporting NLWA’s ‘Save Our Stuff’ campaign. Their unbranded approach and stronger focus on motivational messaging (rather than behaviour change intervention) can comfortably co-exist with the RfL campaign without explicit connections needing to be drawn between the two campaigns by consumers. Discussions continue on whether RL can boost NLWA’s media spend and extend the reach of the ‘Save Our Stuff’ campaign beyond north London; these discussions will be concluded once the detailed planning for the new RfL campaign is finalised. Segmentation and targeting All campaign planning and delivery for RfL is now being built on a clearer understanding of audience motivations and media habits delivered by a recent (WRAP) national recycling segmentation exercise. The segments are based not on socio-demographics (i.e. where people live, how old they are, how much they earn etc.) but on values and attitudes which in turn drive behaviours (a psycho-graphic approach). This enables more effective targeting and a more sustained ‘lifetime marketing’ approach. A London boost report has recently been completed to define the segment profile in the capital, highlighting differences between the balance and priorities of the segments in the region compared to the national profile. This has shown clear differences in particular for more inner London audiences; that analysis is now feeding into the campaign media planning taking place with Ogilvy. Digital Content is being created and published continuously on RfL’s social channels, including Instagram which has been recently introduced. Follower numbers and engagement continue to rise gradually, and an increase in both is targeted against all planned campaign activity this year. Localisation Recycle Week Resource London will again be supporting national Recycle Week through
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regional digital and PR activity and through supporting local campaign delivery. We will be funding six boroughs and three joint waste disposal authorities – a total of 16 boroughs – to a total of c.£60K. All activity funded must begin and end during Recycle Week, which will be taking place 25 September – 1 October. Re-use and repair quarter Following last year’s hugely successful ‘Reuse and Repair quarter’ RfL will be delivering the same activities for 2017-18. A total of £50K has been budgeted to deliver three different activities: Jumble Trails, electrical repair workshops and sewing workshops. Resource London will be funding:
• Six boroughs for Jumble Trails with the aim to hold one event a week on a Saturday or Sunday throughout July and August. The first is running on Sunday 16 July and the last event will be 27th August - Bank Holiday Sunday;
• 10 electrical repair workshops across 10 boroughs taking place between September and December; and
• 16 sewing workshops across 16 boroughs during November and December.
Love Food Hate Waste The new LFHW ‘Lonely Foods’ digital campaign launched on Friday 23rd June with a significant London boost. The campaign targets 18 - 34 year old ‘Aspirational Discoverers’ through a digital advertising campaign and runs for one month until the 22nd July. Appendix 1 provides further details. Love Your Clothes See activity under (a) the re-use and repair quarter (above) and (b) ECAP (below). Output indicator 1 2 3 4
Provide communication support to authorities to complement Resource London activity
G
Residual restriction communications Five London boroughs participated in the work: Lewisham, Hounslow, Waltham Forest, Camden and Sutton. Sutton, Camden and Hounslow are now actively using the communications materials to support their service changes and have been supported in the planning and delivery of their respective campaigns. Back to Basics comms support As part of its contamination work Resource London is also delivering phase two of its ‘Back to Basics’ project with LB Newham. The objective is to increase the amount of clean, dry paper collected from the recycling. Output indicator 1 2 3 4
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Work constructively with the TRIFOCAL and ECAP project partners to ensure that objectives and milestones for these EU Life projects are delivered on time and budget ensuring the impact of the projects are maximised
A
TRIFOCAL Transforming City Food Habits for LIFE commenced on 1 September 2016 and was officially launched by Liz Goodwin at the London Conference on 16 March 2017. Resource London is responsible for actions relating to householder engagement, WRAP is leading on the business engagement and Groundwork London the community and schools engagement actions. Resource London with WRAP are now in the planning and implementation phase for the householder engagement actions. A communication strategy has been completed, a creative agency has been appointed and creative plans are currently being finalised, and nine partner boroughs have been signed up (Bexley, Croydon, Hackney, Hounslow, Islington, Lambeth, Merton, Sutton and Tower Hamlets). Meetings with those boroughs in the first wave (Hackney, Lambeth and Merton) will have taken place before the Partnership Board meets, to discuss the fine detail of their householder campaigns being rolled out in Sept/Oct/Nov 2017. The project is on track to launch both regional and local public facing activity in the autumn. Baseline food waste compositional analysis has been conducted in six of the nine boroughs and a research agency has been appointed to conduct a more qualitative evaluation approach. European Clothing Action Plan (ECAP) In 2015 LWARB signed up to be a partner in the EU-funded ECAP project. Resource London provided c.£75K plus a contribution from the Circular Economy programme budget of c.£40K, to make a total London contribution of c.£115k. This funding in turn levers in an additional c.£166,400 (i.e. 60%) Life funding. Resource London and LWARB’s participation in the ECAP project finally received EU approval at the end of May 2017. Resource London will now commence project activity which will include the appointment of a Love Your Clothes officer on a part time fixed term contract (see General Update paper). The focus of the ECAP campaign plan has shifted from longevity (repair, care, upcycling etc. – to make clothes last longer) to donations, collections and re-use; this is caused by an EU change of focus to waste diversion objectives and the need to associate tonnage impacts with project activity.
Further information
Appendix 1: LFHW lonely food campaign presentation
Love Food Hate Waste Lonely Foods Campaign June/July 2017
21.06.2017 THE WEBINAR WILL START AT 10AM
HOUSEKEEPING
• Welcome and introduction
• Sound/audio • Tell us who you are • Session is being
recorded • Questions
• Humorous, innuendo-led dating style partnering lonely leftover foods with their perfect partner to make new, tasty dishes
• Launching: 23rd June (National Kissing Day) • 4-week campaign • Delivered nationally with increased activity in
London and Cardiff • Target audience: Aspirational Discoverers, 18-
34 year olds, urban • Channels: mainly digital campaign focussing on
using social media and website • Engaging amplifiers: LAs, bloggers, key
partners e.g. funders and C2025 • Motivation: saving food • Product focus: fresh produce (fruit, veg and
salad) • Behaviour focus: using leftovers
LONELY FOODS CAMPAIGN
ASPIRATIONAL DISCOVERERS • 50% are 18-24 year olds (we’re targeting 18-34 year
olds)
• Most urban group (high population in London)
• Generally young, busy and digitally-engaged/savvy
• Passionate about everything, including food
• Enjoy food but are high wasters due - unpredictable, busy lives, and they don’t eat what they buy in time
• Open to learning new things and are still learning to shop, cook and run a household for themselves
• Positive behaviour change now can last into the future
• 93% cook from scratch at least once a week, and 78% are creative in the kitchen
• 77% think food should be quick to prepare, and 71% consider cooking a hobby
• Aware they waste food and aware of the need to change
CAMPAIGN AIMS Target 18 - 34 year old Aspirational Discoverers through a targeted digital advertising campaign to: • Engage this new audience in Love Food Hate
Waste • Encourage behaviour change by pairing
commonly-wasted seasonal foods to make new dishes that suit the target audience
• Driving this new audience to our website to offer practical and relevant recipes for them
And… • Trial a new approach of targeted social media
advertising • Test different types of assets on social media • Track user journeys across the website
• Recent focus groups showed that a humorous dating advert style worked well with all audiences
• Focus on 10 seasonal items of fresh produce
• Develop a suite of assets to use on Facebook, Instagram and Twitter
• Animated mobile-screen effect videos, gifs and loop videos to ensure that content is engaging and relevant to this younger, digitally savvy audience
THE DIGITAL CAMPAIGN
THE DIGITAL CAMPAIGN
• Organic posts on Facebook, Instagram and Twitter
• Targeted paid advertising on Facebook and Instagram (additional in London and Cardiff)
• Competition – 4 weeks, promoted via paid advertising
• All posts link through to a dedicated campaign landing page with sub-pages on the website
• Campaign #FoodLoveMatch
SOCIAL MEDIA CAMPAIGN TARGETTING
Combinations based on what we know: • Ages:
• 18-24 year olds • 25-34 year olds
• Interests • Food-Lover Interests • General Aspirational Discoverer
Interests • Location
CAMPAIGN SCHEDULE*
23.06.2017
•Campaign launch
•Competition live
•Potato – 23.06.2017
•Potato and apple text messaging conversation to go live on Facebook 23.06 - 01.07.2017
W/C
26.06.2017
•Competition live
•Tomato - 26.06.2017
•Carrot - 29.06.2017
•Apple - 02.07.2017
•Potato and apple text messaging conversation still live on Facebook 23.06 - 01.07.2017
•Lettuce and onion text messaging conversation to go live on Facebook 02.07-10.07.2017
W/C 03.07.2017
•Competition live
•Lettuce - 05.07.2017
•Pepper - 08.07.2017
•Lettuce and onion text messaging conversation still live on Facebook 02.07-10.07.2017
•REVIEW OF HOW ADS ARE WORKING AND AMEND AS REQUIRED – Date TBC
W/C
10.07.2017
•Competition live
•Bananas - 11.07.2017
•Cucumber - 14.07.2017
•Banana and strawberry text messaging conversation to go live on Facebook 11.07 - 22.07.2017
W/C
17.07.2017
•Strawberry (end Wimbledon) - 17.07.2017
•Onion - 20.07.2017
•Competition live and winner announced (24.07.2017)
•Banana and strawberry text messaging conversation still live on Facebook 11.07 - 22.07.2017
W/C
24.07.2017
•Campaign evaluation report undertaken
W/C
31.07.2017
• Campaign results presented
* N.B. Exact dates may change
CAMPAIGN EVALUATION
• Evaluation will focus on engaged reach with 18-34 year olds in England and Wales
• Engagements (e.g. video views) with our paid advertising
• Click through rates from paid advertising
• lovefoodhatewaste.com web sessions
• Competition entries
• … and a mid-campaign review to refine advertising
• Separate evaluations for London and Wales
• Measuring other key indicators to set a baseline for future campaigns (e.g. cost per conversion, most engaging social media channel, post style, and food type)
• Separate evaluation for any blogger activity
HELP US TO SPREAD THE WORD BY…
• Liking, sharing and commenting on our
social media posts and competition Facebook: https://www.facebook.com/LoveFoodHateWasteCommunity Instagram: https://www.instagram.com/lfhw_uk/ Twitter: https://twitter.com/LFHW_UK
• Using the hashtag #FoodLoveMatch
