Archived news
Boost for recycling in East London
26 January 2010
The recycling rate across four East London boroughs increased by over 5% in one year, thanks to council service changes and a joined-up approach to communications.
Waste Watch developed the Recycle for Your Community campaign in 2008, on behalf of Shanks East London, the East London Waste Authority, and the London Boroughs of Barking and Dagenham, Havering, Newham and Redbridge.
Research shows that after a year, 46% of residents now feel very informed about recycling, an increase of over 17% from 2008. High recyclers in the four boroughs have also increased from 40% in 2008 to 62% in 2009, with commitment to recycling increasing by 15%.
Campaign activity in the first year ranged from promoting service changes through to combating contamination, as well as training local volunteers to support the campaign on the ground.
Campaign messages reached residents through door-stepping, a community website, advertising and PR support, plus an ongoing programme of education and outreach activities.
"We are delighted to demonstrate the impact that targeted communications activity can have on changing peoples' behaviour around waste and recycling," said Alys Dunn, campaign project manager.
"The partnership approach has saved costs and duplication of effort - for example, we trained specialist door-stepping teams to work on several campaigns, and developed templates for communications materials.
In 2010, we will work closely with the boroughs to reduce contamination, increase capture rates and improve recycling on estates".
For more information about the campaign, visit www.recycleforyourcommunity.com.
