Clean BC Plastics Action Plan Implementation€¦ · 18/9/2020  · Clean BC Plastics Action Plan...

Clean BC Plastics Action Plan Implementation

Karen StorrySENIOR ENGINEER

Andrew DoiENVIRONMENTAL PLANNER

Zero Waste Committee September 18,2020Orbit Link: 41287322

5.2

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Updates to Recycling Regulation• A harmonized minimum $0.10

deposit on all beverage containers

• Inclusion of milk and milk-alternative containers starting in 2022

• Inclusion of single-use products to residential recycling in 2023.

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Single-Use Items

• Saanich checkout bag regulation bylaw approved

• Fall waste composition study

• Research around safe use of reusable cups and containers

• Campaign

• Continue to support members

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September 12th Provincial Announcement• Municipal single-use item bylaws approved

• Milk and some single-use items added to Recycling Regulation

• Legal framework to allow for provincial bans on single use items being developed

• Intentions Paper on potential additions to Recycling Regulation – mattresses etc.

CheckoutBags

Straws Utensils Cups Containers

Richmond Ban Ban Foam Ban Foam BanSaanich Ban + FeesTofino Ban + Fees Ban Foam Ban Foam BanUcluelet Ban + Fees Ban Foam Ban Foam BanVictoria Ban + FeesVancouver Ban + Fees Ban* By-request

onlyFoam Ban

+Cup Fee

Foam Ban

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Single-Use Item Reduction Bylaws

*With an accessibility requirement: Flexible plastic straws, individually wrapped in paper,must be stocked by food vendors and provided to customers when requested

Thank You

Textiles Waste Reduction2020 CAMPAIGN PERFORMANCELarina LopezDIVISION MANAGER, CORPORATE COMMUNICATIONS, EXTERNAL RELATIONS

Zero Waste Committee, September 18, 2020

5.3

Objectives• Raise awareness of clothing waste issue. • Empower residents to take action (reduce, repair, donate).

Approach• Hopeful and action-oriented messaging. • Target specific demographics identified in post-2019 research. • Address barriers & provide clear calls to action.

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2020 Campaign Summary

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Promotional Strategy• Digital:

• Banner ads, social (Facebook, Instagram, Twitter). • YouTube video.• Native content (Georgia Straight). • Google Search (all year). • Influencer: Randa Salloum.• Interactive:

• Facebook live series.

• Out of Home • Transit Shelter ads. • Skytrain posters. • Cineplex Timeplay Game.

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Pivoting Due to COVID-19• Initial campaign in-market dates: Feb 18 – April 19

• Tactics and in-market dates were evolved to maximize efficacy.

• Shifting messaging away from donate to reduce & repair due to donation service disruptions;

• Shifting to Facebook Live in lieu of community outreach.

• Revised campaign in-market dates: • Feb 18 – May 31, 2020.

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Campaign Results

• Media campaign delivered over 62 million impressions.

• Website Traffic (www.clothesarentgargabe.ca):

• 38,112 page views from February 18 – May 31, 2020.• Average of 370 hits/day . • Strong engagement, with high average time on page

& low bounce rates. • Most popular pages within donation section

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Campaign Results

Earned Media:

• 22 online / print stories

• 13 radio / television

• Total value est. at $230,000.

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Campaign Results

Digital Media:

• Over 7 million impressions, majority from social media.

• Videos ads received 192,264 views

• Georgia Straight native content articles delivered 28,839 page views.

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Campaign Results

Social Media:

• Facebook, Twitter, Instagram 4.5 million impressions with a reach of 660,000 users across Metro Vancouver.

• Engagement was quite strong with over 7,000 post engagements (likes, shares, saves, comments, etc.).

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Campaign Results

Out-of-Home Placements

• Transit shelter and skytrain posters throughout the region delivered over 54 million impressions.

• Cineplex Timeplay game ran from Feb 21 – March 16 (initial play rate of 14%), and Aug 14 – Sept 10 (select theatres).

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Campaign Results

Outreach Events:

• Eight community outreach events initially scheduled throughout the region.

• New event resources, including donated clothing backdrop.

• Two events in late Feb/early March. • Over 460 conversations,

• Six cancelled. Shifted to Facebook Live.

ARCHIVE Consignment Pop-up – February 29, 2020

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Campaign Results

Facebook Live:

• Six live stream events generated over

• 40,000 views • and 5,345 post engagements

(likes, shares, saves, comments, etc.).

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Looking Ahead

2021 Regional Campaign:

• Campaign will run again in early 2021.

• Continue to leverage existing creative platform, considering strong engagement in years 1 and 2.

• Key messaging and target audiences to be determined, based on insights from 2020 campaign, additional public attitudes research, and any additional data from Solid Waste Services.

Thank You

2020 CAMPAIGN UPDATECreate Memories, Not Garbage

Larina LopezDIVISION MANAGER, CORPORATE COMMUNICATIONS

Zero Waste Committee, 18 September 2020

5.4

What? Encourage Metro Vancouver residents to celebrate the holiday season with less waste.

Why? Supports waste reduction and diversion targets established in the Integrated Solid Waste and Resource Management Plan.

How? Long-term waste reduction messaging.• 13th year of a holiday waste reduction campaign• 10th year of “Create memories, not garbage.”

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Background

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Creative ApproachPRIMARY MESSAGEThis holiday season, make just one change to celebrate with less waste.

CALL TO ACTIONFind low-waste ideas at creatememoriesnotgarbage.ca

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2020 online trends

Online shopping has increased• Brick and mortar shopping is more

challenging• Mobile shopping predicted to increase

Earlier start for Christmas searches (April)• “People are looking forward to looking

forward” to something • Want the season to be more festive than

ever before• Christmas is something people can control

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Key messagesContinuing• Low-waste wrapping ideas & wrap alternatives• Low-waste gifts that lastReducing• Experiences as giftsIncreasing • Low-waste décor• How to recycle/dispose online shipping materials

EARLY SHOPPERS MAIN CAMPAIGN POST CHRISTMAS

Oct 5 – Nov 1 Nov 2 – Dec 24 Dec 25 – Jan 10

YouTubeOnline adsPinterestSnapchat

Social Media SpotifyTransit

Google Search

YouTubeOnline AdsPinterestSnapchat

Social MediaSpotifyTransit

Google SearchTV

Radio

YouTubeOnline Ads

Social MediaGoogle Search

Media ApproachIn Market: October 5 – January 10

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Noteworthy changes

• Marketing metrics• Media performance• Website/App analytics• Social media engagement• Website exit survey

• Behaviour change• Waste reduction

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Measurement

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Only 97 online “shopping” days until Christmas!

Click here to view the Waste-to-Energy Facility video or visit metrovancouver.org and search “Waste-to-Energy Facility”.

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Manager’s Report - Video5.5