Recycle for Scotland: Communication is key
Together with the promise of warmer weather and lighter evenings, another reason to be cheerful this Spring is the knowledge that Scottish local authorities are continuing to make positive improvements on recycling waste. The latest figures show that Scotland’s recycling rate has risen from 42.8% in 2014 to the current rate of 44.2%, with waste to landfill falling by 62,000 tonnes in the same period.
One of the most important factors in helping ensure that this trend continues in the right direction is good communications. Zero Waste Scotland is working in several ways to provide clear and consistent communications support to local authorities, to help keep Scotland on the upward recycling track. With expert advice, campaign resources, case studies, templates and communications toolkits available, there’s a wealth of information for local authorities to draw on.
When it comes to improving recycling behaviours, factors such as language, style, tone of voice and imagery are key as we know, from research, that people overwhelmingly want to do the right thing but lack the practical and clear information they need. Recycle for Scotland, the national campaign that provides advice and information on how to recycle, has plenty of expertise for local authorities that is readily available and free of charge.
Recycle for Scotland was launched in 2011 by Zero Waste Scotland and is used by all 32 Scottish local authorities and a number of other partners to ensure a consistent approach to communications.
The focus on consistency is key as Scotland moves towards a more uniform approach overall at national level to recycling collections through the Scottish Charter for Household Recycling.
Launched in February 2016, the Charter sets out the voluntary approach for Scotland moving to a more consistent recycling system. It’s supported by a Code of Practice, which all signatories to the Charter agree to work to. The Code of Practice sets out specific requirements for councils to ensure that the waste and recycling services they provide to citizens are easily understood and communicated.
Zero Waste Scotland is working closely with councils to design and implement their plans, which can be supported by a suite of communication resources to help residents recycle more. The Zero Waste Scotland partners resource library enables free access to consumer tested and piloted brand collateral, including downloadable leaflets, poster templates, web banners, event banner designs, template press adverts and stock imagery. Toolkits in development include a new collateral focused on contamination– assisting communication to householders of correct recycling behaviour, guidance for developing a communication plan and strategy, and artwork to support a reduced residual waste capacity service. All materials are in the final stages of consumer testing and will be available for use in the next few months. Visit zerowastepartners.org.uk to access and download these resources.
To hear more about the range of communications support on offer or to sign up to the Zero Waste Scotland Local Authority mailer, please contact [email protected].
Promoting excellence in public services
APSE (Association for Public Service Excellence) is a not for profit unincorporated association working with over 300 councils throughout the UK. Promoting excellence in public services, APSE is the foremost specialist in local authority frontline services, hosting a network for frontline service providers in areas such as waste and refuse collection, parks and environmental services, cemeteries and crematorium, environmental health, leisure, school meals, cleaning, housing and building maintenance.
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