National Recycling Week Campaign Report 2015 1 About the Campaign National Recycling Week (NRW) is an annual campaign run by Planet Ark to bring a national focus to recycling and the broader themes of minimising waste and managing material resources. Since 1996, the campaign has worked with councils, schools, businesses, community groups and the media to raise awareness of, and involvement in, programs for reuse and recycling. In 2015, the campaign featured a range of initiatives: • The All Sorted – Answering the Big Recycling Questions report addressed seven of the big recycling questions with the aim of getting recycling sorted in Australian homes and workplaces. • The Schools Recycle Right Challenge supported teachers with fun and educational reuse and recycling CAMPAIGN REPORT 2015 activities and lessons for students including the launch of the Recycle Rescue game app. • High Performers in businesses that are reducing waste and recycling more were showcased. • The Friday File Fling focused on increasing paper recycling and reuse at work. • The Big Aussie Swap encouraged exchanges of unwanted household items in conjunction with councils, schools and workplaces. • The Recycle Right Quiz tested people’s knowledge and provided recycling information related to The Big Recycling Questions. Aim of the campaign: To increase the environmental benefits, including greater tonnage and less contamination, of kerbside, industrial and community recycling programs. Figure 1: New research commissioned by Planet Ark that answered the big recycling questions Sorted Answering the Big Recycling Questions All Produced by Planet Ark for National Recycling Week 2015 4 3 1 5 6 2 7
Transcript
National Recycling Week Campaign Report 2015 1
About the Campaign National Recycling Week (NRW) is an annual campaign run by Planet Ark to bring a national focus to recycling and the broader themes of minimising waste and managing material resources. Since 1996, the campaign has worked with councils, schools, businesses, community groups and the media to raise awareness of, and involvement in, programs for reuse and recycling.
In 2015, the campaign featured a range of initiatives:
• The All Sorted – Answering the Big Recycling Questions report addressed seven of the big recycling questions with the aim of getting recycling sorted in Australian homes and workplaces.
• The Schools Recycle Right Challenge supported teachers with fun and educational reuse and recycling
CAMPAIGN REPORT 2015activities and lessons for students including the launch of the Recycle Rescue game app.
• High Performers in businesses that are reducing waste and recycling more were showcased.
• The Friday File Fling focused on increasing paper recycling and reuse at work.
• The Big Aussie Swap encouraged exchanges of unwanted household items in conjunction with councils, schools and workplaces.
• The Recycle Right Quiz tested people’s knowledge and provided recycling information related to The Big Recycling Questions.
Aim of the campaign: To increase the environmental benefits, including greater tonnage and less contamination, of kerbside, industrial and community recycling programs.
Figure 1: New research commissioned by Planet Ark that answered the big recycling questions
SortedAnswering the Big Recycling Questions
All
Produced by Planet Ark for National Recycling Week 2015
43
15
62 7
National Recycling Week Campaign Report 2015 2
Community Involvement
6,500+ Friday File FlingersNational Recycling Week engages with the community in a number of ways via businesses, schools, councils, non-profit organizations and individuals.
FRIDAY FILE FLING
Result Increase/Decrease from 2014
6,500+ individual participants ~27%
120 registered workplaces 114%
730 wheelie bins (240L) of paper recycled (or 40 tonnes) – the equivalent of:
26,901 kg of CO2 equivalent
14,856 litres of water
29 million+ hours worth of energy for a 20W CFL bulb
45%
OTHER INITIATIVES
115 registered NRW events
10,438 Schools Recycle Right Challenge registered student participants
815 Recycle Right Quiz participants
Table 2: Key community involvement results
Figure 2: Albuera St Primary School, Hobart participating in the Schools Recycle Right Challenge
Figure 3: Staff from Glentworth, Brisbane participating in the Friday File Fling
Overall Media
27.9 Million cumulative audience Our media campaign ran across metropolitan, regional and suburban broadcast, print and electronic news outlets nationwide. Each media outlet received tailored information around local recycling options, issues and events (please see Table 4 for a summary of media results).
The All Sorted - Answering the Big Recycling Questions research report took a simple Dos and Don’ts approach, highlighting information collated directly from 115 councils about problematic materials and best practices for householders when recycling. Its messages were easy-to-understand and provided particularly topical discussion points for radio.
Other important media assets this year were the launch of the Australian Recycling Label on 6th November, the release of the Recycle Rescue game app, and an investment in a special NRW liftout through Fairfax media.
The Australian Recycling Label attracted significant media coverage, including interviews on 2UE, ABC 702, 2SER and an article in The Sydney Morning Herald, as well as a host of regional and suburban media.
Media highlights for Recycle Rescue included The Sunday Telegraph, ABC Darwin radio and Trevor Long’s podcast Your Tech Life (which regularly tops the iTunes charts for Australia’s most popular Technology Audio podcast).
National Recycling Week Campaign Report 2015 3
Media Detections
TV News 29
TV Programs 134
TV CSA 96
Radio News 116
Radio Interviews 121
Radio CSA 452
Newpapers 296
Magazines 22
Online 181
Podcasts 1
Table 3: Media detection statistics for National Recycling Week
The total media coverage for National Recycling Week 2015 reached a cumulative
audience of 27,979,259 an increase of 89% on 2014.
Media Value
Editorial $1,278,784
TV CSA $50,505
Radio CSA $135,600
TOTAL $1,464,889
Table 4: Media value for National Recycling Week
Figure 4: Sydney Morning Herald 4-page liftout feature, 9 November 2015
Figure 5: The Senior magazine (VIC), November 2015
Figure 6: Online article which trended as second most popular on smh.com.au, 5 November 2015
Figure 7: Online article on maitlandmercury.com.au, 11 December 2015
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Brisbane News, Melbourne Times Weekly, Community Newspapers in Perth and the Darwin Sun.
We pitched long lead magazines several months ahead of NRW, resulting in 22 features and articles across many genres, including New Idea, Inside & Out, Better Homes and Gardens, Girl Power, Executive PA, MiNDFOOD, Canberra’s Child, Wellbeing and The Senior.
TV
Television news reports were broadcast by a range of outlets, including Seven in Queensland, the WIN network in NSW, Queensland and Victoria, and Southern Cross in South Australia and Broken Hill.
Programming coverage included a weather cross to Hornsby North Public School on Seven’s Sunrise, shown across the country, and mentions on ABC News 24 Weekend Breakfast.
Radio
Radio programs again were a highlight of the campaign, increasing value by a further 33% on last year.
Despite a shrinking print market our media team achieved slightly higher coverage this year. A number of newspapers printed special features for NRW, including The Sydney Morning Herald and The Age, publishing an exclusive four-page lift-out on Monday 6th November. This feature included stories on the research report, articles featuring the sponsors of NRW, and highlighted the dos and don’ts of recycling based around “answering the big questions”. Media Monitors valued the editorial component of the features to be worth $258,338 and estimated it reached a combined audience of 214,973 people. These stories helped to drive further media coverage.
Other highlights included articles in The Sunday Telegraph, The West Australian, Northern Territory News, Figure 8: The Age, Melbourne 9 November 2015
National Recycling Week Campaign Report 2015 5
Community Service Announcements
The television CSA, based around the theme of “answering the big recycling questions” aired 96 times on major metropolitan television stations, predominantly on Channel 7 and Foxtel. The airtime secured was valued to be worth $50,505 and was provided during programming across a number of genres and timeslots. A significant number of free-to-air regional stations also supported the CSA including the WIN, Prime and Southern Cross networks (but unfortunately no monitoring details are available for these stations).
The radio CSA was distributed to all Australian radio stations again this year. It received 452 detections on major metropolitan radio throughout the campaign period. It is estimated that the CSA reached a capital city audience of more than 1.52 million people and was valued at $135,600.
Online and Electronic Channels
202,735 online visits National Recycling Week was promoted through various Planet Ark communication channels over the campaign period*. Online results include:
• 143,804 visits NRW website
• 58,931 visits Schools Recycle Right Challenge website
Planet Ark has a range of electronic broadcasts that were used to deliver key NRW messages. The estimated total
cumulative number of recipients was 59,000+ and included:
Figure 9: Northern Territory News, 12 November 2015
• 1,700 sustainability workers GreenWorks list (who received two broadcasts)
• 15,000 school addresses GreenSchools list
• 29,000 workplaces Divert list (the newsletter of the ‘Cartridges 4 Planet Ark’ program)
• 1,100 recyclers BusinessRecycling News list
• 1,300 council contacts, 840 Members of
Parliament, 114 Schools Recycle Right Challenge
coordinators and 120 Friday File Fling coordinators all received electronic communications about NRW.
*All figures are based on a campaign period of 1 September 2015 to 31 December 2015.
Figure 12: Key National Recycling Week messages were delivered by electronic newsletter to schools
Figure 13: The National Recycling Week website homepage
Figure 14: The new Schools Recycle Right Challenge website homepage
Figure 15: The new educational Recycle Rescue game app was launched for NRW
National Recycling Week Campaign Report 2015 7
Social Media
100,000+ Facebook reachStrong growth in reach and engagement occurred across all social media platforms.
Platform Posts Result Increase/Decrease on 2014
Facebook
80 103,292 reach 26%
Twitter
188 289 retweets/like 22%
Instagram
18 382 likes 232%
LinkedIn
1 616 impressions Not used in 2014
Table 5: Key social media results
Figure 17: Examples of Facebook posts for NRWFigure 16: A mix of images and infographics were used for Instagram, Facebook and Twitter for each day of NRW
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Campaign Resources
83,560 resource downloads Planet Ark develops a wide range of resources to help schools, councils, workplaces and others becomes involved in NRW. These resources include information about recycling and packaging via quiz posters, factsheets, how-to guides and more.
Results for the total number of downloads of resources include:
• 58,678 downloads > NRW resources
• 24,873 downloads > Schools Recycle Right Challenge resources
• 1,275 downloads > All Sorted – Answering the Big Recycling Questions report, factsheet and poster
• 6,761 downloads > NRW related lessons by Cool Australia for 1 Sep to 30 Nov (13,751 downloads for 1 Jan to 31 Dec 2015)
• 310 downloads > Recycle Rescue game app
• 1,116 downloads > Recycle Rescue related lessons by Cool Australia
ConclusionThe National Recycling Week 2015 campaign achieved impressive results with large increases in its cumulative media audience and social media reach. The Friday File Fling had its biggest year with the highest number of business participants ever. This year’s theme of the All Sorted – Answering the Big Recycling Questions, particularly the answers to ‘What are the most common mistakes?’, proved popular and allowed for the promotion of key messages to different audiences.
The All Sorted report continued Planet Ark’s research work into new recycling initiatives, addressing some of the major waste issues and promoting behaviour change at home and in workplaces.
Figure 18: NRW partnered with Cool Australia to produce online teaching resources for schools
Figure 19: Chullora Public School participating in the Bingo Bins School Challenge
