Behaviour Change and Communications Campaigns
Behaviour Change
M·E·L pioneered the first major household waste 'behaviour
change' campaign in the UK - 'Don't let Devon go to waste', back in
2003. Since then, we have built on this experience and been
involved in numerous projects with local authorities across the UK,
particularly working on door to door behaviour change promotional
campaigns.
Originally these tended to be consumer insight-based projects,
gathering market intelligence on attitudes to waste services. Now
the principal focus is on using sophisticated, targeted persuasion
techniques to generate household behaviour change. Campaign
messages are devised through an understanding of what is driving
residents' attitudes, and working to overcome existing barriers on
the doorstep. As authors of the nationally renowned WRAP 'Barriers
to Recycling' report, we have built up an in-depth understanding of
motivators and barriers to people's levels of recycling competence,
and know how to use this insight to change residents'
behaviours.
Separate food waste collection is being introduced steadily
across the UK to cut the amount of biodegradable waste going to
landfill. This new service will play an important part in
delivering LATS (Landfill Allowances Trading Scheme) compliance for
2013 and beyond. However households can be fearful of the hygiene
implications, and concerned about using the system correctly. Our
doorstep communications teams have an excellent record of informing
and guiding households on the new system, based on pre-campaign
research.
Our doorstep communications teams are now moving onto the new
territory of waste prevention, advising householders on making the
key behaviour changes to reduce the waste they produce. This
includes cutting food and green organic waste, reusing materials,
using reusable nappies, and finding informal reuse outlets such as
furniture reuse centres.
Communications materials and support
Through our partners, we are able to provide clients with
communications support in the form of design, branding, printing of
communications materials and website design through our partners.
Karen Etheridge and Vickie Pargetter are both fully qualified
Chartered Marketers and are able to provide strategic and
operational support to clients, in the form of communications
planning and operational support. One of our key partners is Stefan
Wilczak of Get It Sorted. Stefan has worked with a wide variety of
clients in the Environment and Waste Management sector, providing
Communications support to organisations such as WRAP.
For information on Behaviour
Change and Communications Campaigns please contact Karen Etheridge (0121 604
4664)