Newport City Council - Increasing Recycling: Waste Awareness Wales (WAW) Project

Campaign to increase recycling rates for food as well as dry recycling via a targeted approach

The aim of this project was to increase recycling rates for food waste and dry recyclate
through a targeted approach. The following projected outcomes were sought:

  • 5% increase in participation rates for dry recycling. 4% tonnage increase for dry recyclate.
  • Tonnage saved from landfill / disposal estimated 228 tonnes per annum.
  • Landfill tax / disposal costs saved £18,240 per annum.

The WAW Segmentation Toolkit was used to determine the most cost effective method of
reaching householders who were encouraged to recycle more food and dry recyclate and the
effectiveness of door stepping was monitored and evaluated.
Staff members were trained to plan and conduct a doorstepping campaign, to understand its
role in improving recycling rates - this contributed towards ‘Green Growth’.

Participation monitoring was done on four different routes each day over the course of a
week; this was repeated for three weeks, after which, officers were able to identify and visit
properties failing to recycle during the monitoring period. A further three weeks of participation
monitoring took place after completion of the door stepping phase.
The Full House Recycling campaign ran during February and March and the following
additional actions were also carried out:

  • Press release about the door stepping campaign which appeared in the South Wales Argus and on the council’s website.
  • Design and print of a Full House Recycling Guide for residents in pilot areas.
  • Supplement in Newport Matters replicating the recycling guide for all Newport residents
  • Featured content on the homepage of the council website about recycling around the home.
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