laminate packaging collection trials summary...

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Developing and trialling new

more resource efficient

product offerings

Ref: OMNICOM SIS

EV0547

Flexible Aluminium Containing

Laminate Packaging Collection

Trials Summary Report

Appendix 3: Communications workshop presentation


DEFRA flexible packaging communications workshop

Debbie Hitchen & Tim Duke

Workshop 10 November 2014

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Agenda

Copyright © 2014 LRS Consultancy. All rights

reserved.

Agenda item Timing Lead

Introduction to the objectives of this session 11.30- 11.35 Debbie/Tim

About our target audiences, eg demographics 11.35- 11.50 Tim

The communications plan 11.50-12.00 Tim

Information sharing about previous experience from the brands 12.00-12.30 Alison/Olivia and Giustina

Communications strategies, priorities and preferences for SITA and the LAs 12.30- 12.45 SITA

Discussion about messaging for best outcomes (based on CCE’s psychology of ‘gate keeper mum’!)

12.45-13.15 All

Agree product and brand pictures for communications 13.15-13.35 All

Discussion about terminology 13.35- 14.00 All

Discussions about brands and logos (eg, fit with WRAP, and use of partners’) 13.35- 14.00 All

AOB 14.00-14.10 All

Actions, next steps, timelines and responsibilities 14.10-14.15 All

3.


Introduction and objectives

The session is an interactive discussion which will result in ideas and activities to contribute to the development of the communications briefs for materials to support the DEFRA flexible packaging trial.

• Aims and objectives:

• Information sharing about good practice

• Assess to IP/materials

• Agree timelines and responsibilities


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About the target audiences


Bracknell Forest trial

Copyright © 2014 LRS Consultancy. All rights reserved.

Bracknell Forest Council is collecting materials for recycling on alternate weeks using co-mingled collections.

Factors Measures

Area covered Warfield and Bulbrook 1 day per week (zonal working) Alternate weekly collections

Number of households 6,500

Additional participants 2 schools

Recruitment Opt in by residents

Participation mechanism Dedicated collection ‘bags’ collected on recycling day

Collection method Separate caged vehicle collection (normally used for bulky waste collections)

Expected number of participants 180

Incentives Green incentives points

Estimated operational cost £11.5k

Demographic information available at: http://jsna.bracknell-forest.gov.uk/bracknell-forest-profile/ward-profiles

http://jsna.bracknell-forest.gov.uk/bracknell-forest-profile/ward-profiles












Calderdale trial


Calderdale Council is collecting weekly using kerbside sort collections from boxes and bags for recycling. Factors Measures

Area covered Hebden Bridge

Number of households 200

Additional participants None

Recruitment Opt-out response to letter / leaflet


Collection method Additional sack hanging in existing stillage

Expected number of participants 180

Incentives None

Estimated operational cost £3k

Demographic information available at: https://www.calderdale.gov.uk/council/statistics/census-information/2011census.html

https://www.calderdale.gov.uk/council/statistics/census-information/2011census.html






Hounslow trial


London Borough of Hounslow is collecting weekly using boxes and bags for recycling. Factors Measures

Area covered Existing trial area (Mogden and Feltham, 2 days)

Number of households 7,500

Additional participants None

Recruitment Opt-in response to letter / leaflet


Collection method Into spare “between the wheels” compartment

Expected number of participants

180

Incentives None

Estimated operational cost £3k

Demographic information: http://www.hounslow.gov.uk/demographic_profile_analysis_jsna.pdf

http://www.hounslow.gov.uk/demographic_profile_analysis_jsna.pdf




Tesco trial


Factors Measures

Area covered Bracknell Forest, Calderdale, London Borough of Hounslow

Number of Stores Up to 13

Additional participants

None

Collection method

Bring banks at stores

Expected number of participants

Unknown

Incentives None

Estimated operational cost

£4k

Recycling facilities will be made available at Tesco in-car park sites for the duration of the project.


Comments about trial areas

• They represent diverse population demographics

• They are not necessarily representative of the UK population and therefore cannot be scaled up accurately

• There are different approaches to collection methodology in Bracknell (co-mingled) to Hounslow and Calderdale (kerbside sort)

• Bracknell has a recycling incentive scheme already in place

• Opt-in is the only sensible approach to collections for a material whose user base is poorly understood

• The trial methodology is not scalable and will not be able to continue beyond the research project period however, it will provide useful information and insights to support other methodologies in the future

• Have to decide upper limit of trial participants in kerbside trials in advance to permit ordering of containment, communications etc

• Bring facilities will allow other residents in these areas to also participate


In accordance with the original proposal the three geographies and the corresponding material collection methodologies have been chosen. It should be noted that:


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The communications plan


Flexible packaging materials included

Accepted materials General examples

Pet food pouches Felix

Toothpaste tubes Colgate (Tesco has own brand paste)

Drinks pouches Capri Sun, also Smirnoff freezable drinks pouches

Food pouches Ella’s Kitchen and Plum Organics baby food, (resealable chocolate

pouches and sauce pouches?)

Food sachets Knorr gravy sachets, John West tuna pouches

Drink sachets Nescafe Gold Blend refill pouches, drinking chocolate (Nesquik) and

malted hot drink sachets

Squeezy food tubes Primula tubes

Squeezy cosmetic product tubes Nivea, Olay (Tesco has own brand moisturiser)

Tamper proof membranes Membranes found under the cap of plastic milk bottles / caps of

toothpaste tubes

Pharmaceutical tubes Bonjela tubes

The project focuses on flexible packaging items which contain aluminium. Details of the materials that will be accepted during the trials are provided below

Pack-pictures have been requested from each of the brands (including Tesco for their own brand) to help with communications to participants in the trial.


12.


Flexible packaging materials excluded The following material types are not acceptable for recycling in this trial.


Not accepted Examples

Crisp packets

Salad packets Bags of product in plastic film

Medicine blister packs Tablet packaging

Plastic film Carrier bags, cling film, sandwich bags

Biscuit wrappers

Chocolate bar wrappers

Cartons Juice and soup cartons

Foil cartons Take-away foil cartons, pie cases

Aluminium foil

Drinks cans

Although tamper proof membranes can be recycled as part of the trials, it is not proposed that these items are targeted, as they are very small in comparison to the other items and would be very difficult to communicate to residents.

13.


The DEFRA 4Es model

DEFRA has produced the following model for behaviour change which underpins all good action-based communications campaigns and approaches. We are keen to incorporate this at the heart of our communications programme.


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WRAP’s matrix of effective communications

WRAP has produced the following which helps to identify communications channels which are particularly effective for certain purposes with regards to householder recycling communications:


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Draft Communications Plan


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Branding and messaging • Photography – containers (kerbside and Tesco) and packaging • Design • Online focus group survey LA trials • Letter/Bin hanger • Leaflet distributed with container • Door canvassing • Local media, websites and social media? • Staff training • Engagement with schools … In-trial engagement • Email • Door / Phone canvassing

Tesco store trials • Container branding • Shelf talkers? • Table talkers? • Flyer in-store (noticeboard / customer service desk)?

Surveying • Use Bracknell online tool • Online survey / Door to door surveying

Industry dissemination

This is not about mass marketing / advertising.

This is predominantly very

targeted engagement.


DEFRA’s interests

DEFRA has an educational psychologist on the team who has interests in the following:


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• Good practice multi channel communications • The use of brands to promote recycling • Comparative approaches in different geographies • Opt- in/ opt- out approaches • Barriers to participation


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Information sharing


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Discussions


Terminology

Items for collection:

• Food and drink pouches

• Toothpaste and cosmetic tubes

• Food sachets?

Any restrictions?

• “Remove the lid?”

Process:

• Recycling the aluminium and using the plastic for energy recovery


“Laminate flexible packaging containing aluminium”


Flexible packaging materials included

Accepted materials General examples

Pet food pouches Felix

Toothpaste tubes Colgate (Tesco has own brand paste)

Drinks pouches Capri Sun, also Smirnoff freezable drinks pouches

Food pouches Ella’s Kitchen and Plum Organics baby food, (resealable chocolate

pouches and sauce pouches?)

Food sachets Knorr gravy sachets, John West tuna pouches

Drink pouches / sachets Nescafe Gold Blend refill pouches, drinking chocolate (Nesquik) and

malted hot drink sachets

Squeezy food tubes Primula tubes

Squeezy cosmetic product tubes Nivea, Olay (Tesco has own brand moisturiser)

Tamper proof membranes Membranes found under the cap of plastic milk bottles / caps of

toothpaste tubes

Pharmaceutical tubes Bonjela tubes

The project focuses on flexible packaging items which contain aluminium. Details of the materials that will be accepted during the trials are provided below

Pack-pictures have been requested from each of the brands (including Tesco for their own brand) to help with communications to participants in the trial.


21.


Debbie Hitchen Director

[email protected] 020 7936 9759

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