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Waste Aware Campaigns

Each Waste Aware campaign strategy is developed to reflect the situation in the local area and most of the campaigns are run in five phases. Each campaign focuses on a specific waste management issue, eg to encourage participation in a kerbside recycling scheme. Waste Aware campaigns involve partnership working with key local partners, including the local authority and community groups, and developing specific campaign materials, media and education & awareness plans for each area. This ensures that every campaign is delivered effectively at the local level.

Phase 1: Teaser

The teaser phase of the campaign is used to raise public expectation of the new or updated system being introduced in your area. This could be a new kerbside recycling scheme or the expansion of your local recycling centres and points to accept a wider range of materials. This phase usually takes place around one month before your new system is introduced. You might see local A4 posters, billboards or adverts in your local press, hinting at the new campaign coming soon.

Phase 2: Main

When your new scheme is in place, the main phase of the campaign is used to tell the public in your area how to use it and to encourage participation. Each area follows an individual media schedule to promote the scheme to as many people as possible. This can include local A4 posters, billboards, press adverts, information leaflets and flyers. The different media are used to provide information about how your new scheme works and what any changes mean for you. The main phase also includes Waste Aware educational displays and presentations that are delivered at the local level to interested community groups, schools and other organisations in your area.

Phase 3: Follow Up 1

Once the campaign has been running for a while, the early results are fed back to the public through this next phase of the campaign. This lets you know how your efforts have made a positive difference to recycling rates in your area. You might see how many tonnes of waste have been recycled via your new scheme on a bus shelter poster, or your area's new recycling rate on a local billboard.

Phase 4: Public Consultation

After the initial follow up stage, members of the public in your
area are asked to participate in surveys to find out how well the Waste Aware campaign has been working. Some of our team or staff from your local authority visit households in your area to ask questions about your new scheme and the campaign materials,
eg information leaflets or wheeled bin
stickers. This gives you a chance to suggest improvements for future campaigns and give feedback on how the scheme is working for you. The results from these surveys allow SWAG to develop models of best practice for running campaigns at the local level.

Phase 5: Follow Up 2

This second follow up stage gives you more feedback on how the scheme has impacted on waste management in your area. You might see the increase in waste recycled on information panels at your local recycling centre. This update on your continuing progress will encourage people in your area to keep recycling and making good use of your local facilities.

The five phase campaign programme allows SWAG to monitor waste reduction and recycling progress across Scotland, while developing models of good practice and best value for changing public attitudes to Reduce, Reuse and Recycle.

Although the five phase programme forms the basis of the Waste Aware Scotland campaign strategy, it is a flexible model that can
be adapted to match each local situation. Not all of the campaigns
follow this exact structure, as some require a burst of campaigning activity rather than a sustained five phase approach, eg the promotion of a new Recycling Centre.

This type of campaign may involve intensive press and media
activity for six weeks following the launch of a new facility. For other campaigns it may be more suitable to follow a three or four phase structure, eg by omitting the Teaser or Follow Up 2 phase."
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