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eRecycle Campaign

California Integrated Waste Management Board E-waste and Tire Sustainability Campaign Final Reports. eRecycle Campaign. Campaign Goal: Educate California residents about the purpose and benefits of eRecycling and how they can properly dispose of their e-waste. Activities Implemented.

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eRecycle Campaign

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  1. California Integrated Waste Management BoardE-waste and Tire Sustainability Campaign Final Reports

  2. eRecycle Campaign Campaign Goal: Educate California residents about the purpose and benefits of eRecycling and how they can properly dispose of their e-waste.

  3. Activities Implemented • PSA Placement • Partnership Development • Media Relations • Advisory Group Development • Collateral Material Development • Research

  4. Campaign Success • Established key partnerships with major retailers • Attained $4.6+ million in PSA airtime • Garnered more than 90 media stories resulting in more than 8.3 million impressions • Distributed 70,000 informational materials • Recruited 30 stakeholders for advisory group • Received three awards

  5. Campaign Success • More than eight-out-of-ten residents believe recycling e-waste is “very important” • Sixty-one percent recalled seeing or hearing information about eRecycling • Eighty-five percent are aware that TVs/computers contain hazardous materials

  6. Partnership Development Partnerships established with: Wal-Mart, Target, Costco, Best Buy, CompUSA and Albertsons

  7. PSA Placements • TV and radio PSAs aired 90,817 times • Value of air time is $4,620,742 • Top markets for radio & TV (Year II) • Los Angeles/Orange County • San Francisco/San Jose • Santa Barbara/San Luis Obispo • Sacramento • Fresno • Bakersfield • San Diego

  8. Media Relations • Kick-off Events • Earth Day Activities • California Recycles Day Promotion • Ongoing Media Outreach

  9. Measuring Results • 400 sample size • Margin of error at the 95% confidence level, +/- 5% • English only

  10. Measuring Results: Awareness Figure 4: Perceived Importance of Recycling E-Waste Respondents Overall, 2008

  11. Measuring Results: Awareness Figure 6: Proportion of Residents Aware that Televisions and Computer Monitors Contain Hazardous Material Respondents Overall, 2008 (n=397)

  12. Measuring Results: Awareness Figure 7: Proportion of Residents Aware that Throwing Electronics Away in Regular Trash is Illegal Respondents Overall, 2008 (n=397)

  13. Measuring Results: Awareness • Where residents go for information…. • 46% general internet search • 14% government agency • 11% retail store • 11% phonebook • 10% local waste management

  14. Measuring Results: Awareness Figure 21: Proportion of Residents Who Recall Seeing or Hearing Advertising, Public Information or News Stories in the Last Two Years, Respondents Overall, 2008

  15. Measuring Results: Awareness • 23% recall seeing signage in retail stores • 42% cited TV • 42% cited the print media • 11% cited radio • 35% are familiar with the term eRecycling • Findings may underestimate proportion of residents familiar as those 65+ were slightly over-represented in survey

  16. Measuring Results: Current Behavior Figure 11: How Residents Disposed of Old Television Among Respondents Who Purchased a New Television, 2008

  17. Measuring Results: Future Intentions

  18. Key Conclusions and Recommendations • Conclusions • Topic is viewed as important, but familiarity with term is not high • People are still “stock-piling” • Californians understand the importance of “reuse” • Californians are aware of the 2009 switch to digital • Recommendations • Build out and promote the eRecycle.org site • Utilize paid media, especially online • Continue PSA outreach as supplement • Expand outreach to other languages • Use the “switch to digital” as means to educate the public

  19. Tire Sustainability Campaign Campaign Goal Educate Californians about properly maintaining their tires to be safe, save money and reduce fuel consumption.

  20. Activities Implemented • Research • Collateral Material Development • Partnership Development • Paid Advertising • PSA Placement • Media Relations

  21. Campaign Success • Established 95 partnerships • Distributed 123,400 informational materials • Garnered 35 media stories providing 4,462,623 impressions • Secured $1,013,770 in added value • Won 6 awards

  22. Campaign Success • Increased awareness that inflating tires can extend tire life • Increased awareness of fuel economy as a benefit • Increased number of residents checking their tire inflation regularly

  23. Partnership Development • Rubber Manufacturer’s Association • Tire Safety Week 2007 & 2008 • Co-mailing to retailers in California • AAA of Northern California • Tire Safety Week 2007 & 2008 • Information dissemination via roadside assistance crew • Bureau of Automotive Repair • Spring/Summer newsletter to maintenance shops • Mailing to database • California New Car Dealers Association • Created “Car Care” section on web site • State Controller’s Office • 100,000 paycheck messages in April 2008 • Les Schwab • Tire Safety Week advertising funding

  24. Additional Partners Partial List… • Firestone • Pep Boys • Goodguy’s Tire Shop • America’s Tire Co. • Costco Tire Center • Sears Auto Center

  25. Added Value PSA Distribution ($884,612) • 222 stations aired spots Media Buy Leveraging Year II ($49,750) • RMA, Les Schwab and NBC at the Pump Media Buy/Partner Underwriting Year I ($79,408) • RMA, Les Schwab, Local Media Outlets

  26. Measuring Results: AwarenessFigure 6: Awareness of Practices That Extend Tire Life, Unprompted by Language, 2008 • Check tire inflation • 12 percent increase (Spanish-speaking) • 23 percent increase (Cantonese-speaking)

  27. Measuring Results: Perceived Benefitsand Risks • Respondents were less concerned about the environment • Respondents were more concerned about fuel economy • Tire safety continues to rank as most important • More than eight-out-of-ten Californians recognize discarded tires as posing a significant risk to the environment

  28. Measuring Results: Changed BehaviorFigure 11: Check Tire Inflation as Often as Recommended Respondents Overall and by Language, 2006 and 2008 Significant increase in residents who check tire inflation.

  29. Measuring Results: Changed Behavior Table 4: Proportion of Respondents Who Check Tire Inflation Regularly by Exposure to Materials from Tire Retailer Respondents Overall, 2008

  30. Key Conclusions & Recommendations • Campaign delivered on original goal • Partnerships played a vital role • Funding for additional creative (TV, online, etc.) and paid outreach recommended • Expansion of program desirable (statewide)

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