Let’s S.C.R.A.P. fly tipping

A look at Hertfordshire’s multi- agency approach to reducing fly tipping

The Fly Tipping Group (FTG) is a multi-agency task force, which in addition to Hertfordshire’s 11 local authorities includes the Office of Police & Crime Commissioner, the Hertfordshire Constabulary, Hertfordshire Fire & Rescue, the Environment Agency, and the National Farmers Union. The FTG brings together numerous disciplines from preventative behavioural change work through to intelligence gathering and frontline enforcement. The Group has also worked with Keep Britain Tidy (KBT) including commissioning their ‘Inside the Head of Fly Tippers’ report which researched why people fly tip in Hertfordshire.

The FTG already had communications as part of the work programme, however the report noted above highlighted some key issues that needed to be addressed. For example; 28% knew what their Duty of Care was, 11% of respondents think offenders would be caught, and 40% of respondents admitted to actually carrying out some sort of fly tipping themselves, once they realised the scope of the definition of fly tipping.

A special communications sub group was formed to represent the widest possible representation from the main FTG. The idea was to create a range of campaign materials that could be used either in isolation by any single FTG stakeholder or any combination of stakeholders without the need for reinvention. With such a diverse range of partners involved there was no ‘one size fits all’ solution. For instance, for some, small scale fly tipping such as black bags, or household items dumped around litter bins is the main problem. For others, the dumping of builders waste on farm land or down country lanes is the most pressing issue.

Following months of work and input from a range of stakeholders across the FTG, on the 12th March 2018 the group launched its multichannel fly tipping campaign.

#SCRAPflytipping Campaign

The campaign includes a range of instruments including: specifically designed social media images, a householder leaflet, separate information for businesses and landowners, short films, special banners for installation on farms and other private land, vehicle banners and a magazine pull out that was included in the countywide magazine in March 2018, thus ensuring all householders in Hertfordshire have been provided with the necessary information.

As well as educating the public on what constitutes fly tipping the campaign also encourages Hertfordshire’s residents and businesses to follow the campaign’s S.C.R.A.P. code, which provides a check list to follow when arranging one-off collections of waste.  

The S.C.R.A.P. Code

• Suspect all waste carriers; do not let them take your waste until they have proven themselves to be legitimate.

• Check their waste carrier’s registration details, then verify them by searching the Environment Agency or by calling 03708 506 506.

• Refuse unsolicited offers to have any rubbish taken away.

• Ask what exactly is going to happen to your rubbish and seek evidence that it is going to be disposed of appropriately.

• Paperwork should be obtained. Make sure you get a proper invoice, waste transfer note or a receipt for your waste removal – this should give a description of the waste and provide the waste carrier’s contact details.

As with all modern campaigns the power of social media cannot be overlooked and, from the inception of the campaign, the FTG knew that having a strong social media plan would play a key role in ensuring the campaign was successful in its reach, reinforcement of key campaign messages and driving traffic to the Hertfordshire fly tipping website www.hertfordshire.gov.uk/flytipping.

The FTG knew that having a collection of content would only be useful if these messages were going to reach the right people. Key to the strategy was maximising reach through not only the HWP’s existing WasteAware social media platforms but also by utilising the ‘sharing’ power of all the stakeholders on the FTG. 

Free offer to local authorities

All campaign materials have been deliberately designed so that they can be used by any local authority and / or local authority partnership with only minimal changes necessary. To encourage wider adoption, the Herts FTG is offering a campaign toolkit free of charge. The latest coverage map, as shown, highlights that 46 local authorities are already using this campaign, with many more in the planning stage. If your local authority is interested please contact either Duncan Jones or Jennie Probert. 

The campaign continues to grow

Since the campaign was launched the toolkit has expanded to include new content, including; information for businesses working with Right Waste Right Place, pull up banner designs, a business card and new social media imagery. Importantly not all of this material has been produced by the Herts FTG. Lancaster City Council, Buckinghamshire and Corby Borough Council have all added to the toolkit as well. This continues to highlight the power of partnership working, with everyone using the campaign working together to form a consistent message to tackle fly tipping.

For more information about this initiative, please contact;

Duncan Jones Partnership Development Manager - Hertfordshire Waste Partnership Chairman - Hertfordshire Fly Tipping Group [email protected] 01992 556150

Jennie Probert Environmental Strategy Manager - Three Rivers District Council Vice Chair – Hertfordshire Fly Tipping Group [email protected]