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Enhancing Recycling Performance

What's the agenda?

M·E·L Research's pioneering 2008 research for WRAP on barriers to recycling has highlighted the need for better recycling performance, and ways to get people to divert more waste. Up to now, targeting of households, campaign interventions and evaluation has been done in an 'off-the-shelf' manner, but now there is a need for a much more sophisticated approach based on better targeting, more customised interventions and more rigorous, street-level evaluations. New promotional campaigns such as Love Food Hate Waste - being evaluated nationally by M·E·L Research - are geared to persuading people to change behaviour.

Our Expertise

• A true insight into recycling behaviour change and how to achieve it using social marketing techniques
• Precision-grade monitoring of participation in recycling and waste diversion schemes using advances on the WRAP Toolkit
• Customised doorstep recycling promotional campaigns based on GIS mapped Acorn data at highly localised level and targeted messages aimed at overcoming the barriers
• Deployment of specialist 'Recycling Champion' doorstep campaigners dedicated to getting the message across
• Close collaboration with our communications partner Stefan Wilczak of Get it Sorted, with design and print from Hobo
• Scheme evaluation based on the established WRAP metrics (committed recycler, committed home composter, committed food waste reducer etc)
• Assessing cost effectiveness of collection schemes and CA site performance
• Testing effectiveness of the new variable charging Incentive Schemes

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