National Marketing Campaign to Reduce Household Waste

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National Marketing Campaign to Reduce Household
Waste

• Talking about sustainable development will not
  promote sustainable behaviour in our communities
• We need to find innovative ways to work together
  across government and industry
• We are going to raise awareness of the waste
  issue and promote positive behaviours to reduce
  waste

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Improving our customer focus on a national level

• MfE is moving to a more customer-focused model
• Community
• Sustainable Industry
• Local Government
• Central Government
• The emphasis on local delivery is confusing the
  public
• National problems require national national
  coordination and local delivery

Waste Campaign Pilot
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The New Zealand Waste Strategy

• Specific targets, such as the reduction of
  organic waste to landfill
• Closing the loop by promoting resource
  efficiency and extended producer responsibility
• We need to engage hearts and minds
• Government and business cannot do it alone

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What waste issue?

• 3.4 million tonnes of solid waste is landfilled
  every year in Auckland an increase of 75 in
  the last 20 years
• There is no problem because we have taken it away
  and buried it - Isnt there someone who sorts
  out my rubbish at the tip?
• The campaign will personalise the issue and
  communicate the simple message that Waste
  doesnt go away

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The Big Clean Up

• We want to change social norms but we needed a
  way to start the journey
• Providing Auckland householders with the clear,
  consistent messages and simple, positive actions
• Using innovative marketing tools to engage
  householders and drive consumer demand and policy
• Reaching into all sectors of the community
  schools, rural, business

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National Collaboration with Regional Councils

• Uniting effort and resources
• A six-week programme of national television
  commercials, shopping trolley advertising,
  metrolites and print
• Supported by an intensive public relations
  programme
• Working together with the wider waste sector and
  selected businesses

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Constraints and Opportunities

• Fully integrated and sustained programmes to
  change behaviour are expensive
• Limited pilot budget (300K) used to raise
  awareness, change behaviour and lobby for more
  resources
• Supported by businesses with good brand fit and
  national delivery channels
• Planning a 5-year programme to address other
  major issues on an ongoing basis it will
  continue

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What can business do?

• We want to promote extended producer
  responsibility by providing the public with
  business champions
• Already working together with national retail
  businesses that want to promote waste reduction
• Integrate with NZBCSD initiatives Be a waste
  champion at work
• We would like endorsement and attention

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• Steve.menzies_at_mfe.govt.nz