christian mayer communications director keszthely, 17 march 2006 public private partnership in...

Christian MayerCommunications Director

Keszthely, 17 March 2006

Public Private Partnership in Consumer Communication

2 Mayer_Keszthely_March 2006.ppt

Austria: Facts & Figures

Capital: Vienna

Area: 84,000 km²

Population: 8.1 mio.

GNP 20041): 235.1 billion €

Household waste (MSW): 3.1 mio. tons 25 mio. m³

Packaging waste: 1.1 mio. tons 15 mio. m³

1) per March 2005; WIFO by order of Statistics Austria


All data per 31.12.2004

ARA 2004 at a glance

Number of licensees: 13,557

New license agreements: 923

Revenues: € 151.2 m

License volume: 806,543 tons

Collection volume: 743,758 tons

Recovery volume: 687,493 tons

Collection bins: 1,135,497+ households serviced by door-to-door-collection: 1,286,611


Goals:

– Compliance with the obligations from the Packaging Ordinance

– Fulfill the predetermined collection and recycling quota

Consumers need to to accept the extra work of collecting separately and shall collect correctly.

Establishment and maintenance of collection motivation Instructions for correct collection

Why is consumer-oriented communication important for the ARA System?

! Fulfillment of the predermined collection and recycling quota at lowest possible costs!


Targets for consumer-oriented communication

Motivation - WHY to collect

– Information on recycling; benefits for the environment; cost savings etc.

Instruction - HOW to collect

– clean; separate; space-saving; no packaging outside the containers; only packaging

Education - take up environmental responsibility

- environmentally conscious shopping


Strategy of consumer-oriented communication

Ministry IndustryARA

System

Local authority/ communit

y

O N E M E S S A G E

C o n s u m e r

Source:

Addressee:


Means of consumer-oriented communication

Country wide campaigns

– Print media

– TV, radio

Public Relations

– Press Work (Conferences, Releases, Cooperations)

Regional communication

– Cooperation with local authorities

– Regional media


Ad 1997


Ad 1998


Ad 2001


TV 2002-2004


TV 2005


Which information source on waste separation is the most important/the most reliable? Karmasin-Poll (June 2001)

107

19

64

127

16

65

0%

10%

20%

30%

40%

50%

60%

70%

Municipality (Newspaper,broschures, phone)

TV/Radio/Newspapers Stickers on containers Others

most important most reliable


Co-operation ARA System - Communities

Collection of residual waste and other tasks of communal waste management have always been the responsibility of communities.

The communities are the „entrusted contact persons“ for the consumers in waste matters.

For the ARA System and its communication activities it was imperative to make use of this trust through co-operation with these communities.


Successful regional communicationthrough public private partnership

Ensure consistent message content

Use “most credible” information channel

Utilise multiplier effect

Regional differences of collection schemes require regionally different consumer information

Work through public “waste consultants”


Austrian Waste Consultants - on duty since 1986

– Initiated by “ARGE Müllvermeidung” 1984 first course in 1986

– Employees of local authorities

– Focussed on PR in all waste matters

– About 300 Waste Consultants all over Austria, of which 220 receive contributions from the ARA System

Luise Scherngell, AWV JudenburgWaste Consultant since 1986


Training of Waste Consultants

– Demands Communicative and organisational skills

Positive attitude towards ecology and sustainabillity

– Contents Laws

Basics of waste management

Public Relations


Regional communication cooperationwith communities & municipalities

Contribution to local authorities for the employment of waste consultants

Sponsoring of various materials, give-aways, posters, brochures etc.

Annual organising and financing of workshops

Sponsoring the prize “Waste Consultant of the Year“ for outstanding PR and information/motivation projects


Regional communication co-operationwith communities & municipalities - quality control

Maintenance of high qualification standards of waste consultants

Basic annual planning (forecast of planned activities)

Quarterly reports (Summary of accomplished activities)

On-location visits through ARA officials

Compulsory attendance at annual workshops


Regional communication - aims for waste consultants

Consumer Information on separate collection to

– increase the quality (reduce impurities)

– avoid container overflow

– avoid pollution of the collection sites


Regional communication - waste consultants´„Daily Business“

Direct Information (at collection sites, door-to door visits)

School Programs

Information phone

Office hours

Exhibitions


Does it take extra time to collect packaging material in your household separately? Karmasin Umfrage (February/March 2005)

40

6053

4752

48

0

20

40

60

80

yes no

2005 2001 1998

figures in %

Basis: n (1998, 2001, 2005) = 1000


71

21

8

68

23

9

70

22

80

20

40

60

80

regularly sometimes never

2005 2001 1998

figures in %

Basis: n (1998, 2001, 2005) = 1000

Do you collect the packaging materials in your household separately?Karmasin Poll (February/March 2005)

christian mayer communications director keszthely, 17 march 2006 public private partnership in...

Documents

consumer communication

conscious shopping slide

correct collection

tons collection volume

predetermined collection

predermined collection

packaging waste

communication activities