SUMMARY OF
My Waste Ireland National Waste Awareness Programme 2019
INTRODUCTION In 2019, the Regional Waste Management Offices, including Connacht-Ulster, EasternMidlands, and Southern offices, delivered an integrated promotional strategy to communicate multiple messages across a variety of platforms, including social media, television, radio, outdoor advertising and events. The aims of these national awareness campaigns were to encourage the citizens of Ireland to prevent and manage their waste through recycling, waste reduction and reusing. These awareness campaigns were released under the My Waste Ireland brand identity which launched in 2018, and promoted multiple resources on the My Waste Ireland website.
The My Waste Ireland National Waste Awareness Programme 2019 successfully reached citizens throughout Ireland and raised awareness of key messages of waste prevention and source segregation. The results outlined in this report cover campaign activity during the 2019 period, but all content created as part of these campaigns will continue to be used on an ongoing basis. All of the campaigns and projects carried out in 2019 align with the strategy objectives of the waste management plans. All material produced were made available and distributed to local authorities. The results from each campaign are detailed in the following pages.
CAMPAIGNS OVERVIEW SOCIAL MEDIA
TELEVISION
• A to Z • Bye Laws • My Impact • 12 Wastes of Christmas • Waste Less List
• What, Where, Why
OUTDOOR
CINEMA
• A to Z
• Christmas Food
RADIO • Bye Laws • What, Where, Why
CAMPAIGN:
A to Z
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Campaign Overview
CAMPAIGN:
A to Z Awareness campaign focusing on the A-Z section on the My Waste website. Campaign Dates: December 16th 2019 – January 26th 2020 Platforms: Out of Home, Social Aim: Raise awareness of the A-Z section on the My Waste website and drive traffic to this section. Audience: National, all audiences Results: In order to capitalise on the Out of Home advertising opportunities in Dublin, advertising was placed on Dublin Bus and Bus Éireann, Commuter Points, Transvision Screens, Dart Commuter Cards, Retail D-Pods, Purchase Points and Trolly Bays. For commuter points on platforms, the average time to absorb messages is 7.84 minutes. Transvisions are broadcast 18 hours a day, while DART cards see average journey times of 35.5 minutes. Overall, 82% of Dubliners see outdoor advertising on public transport while on their journeys. In addition to extensive Out of Home advertising in Dublin, advertising was also placed on available Out of Home opportunities throughout the rest of the country, including Galway, Limerick and Cork, and on cross country bus routes. The objective for paid social content surrounding this campaign was brand awareness; social ads achieved total impressions of 4,741,108, which registered as a total reach of 1,361,662. The advertising results for this campaign saw very high engagement of over 405,000, which is a very good result, and a total impressions of 4,741,108.
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Campaign Overview
CAMPAIGN ANALYSIS:
A to Z
Execution: The content for this campaign demonstrates good flexibility and application across social, print, video and web. The animated videos work very well as social ad content. The Instagram Story placement is very effective, with the animations working particularly well in this placement.
Strength of Visuals: This is a strong campaign, well thought-out and well executed. The illustrations are fun, engaging, and work really well from a design perspective. The inclusion of animations is a good move for social media, in cutting through the clutter of a social media feed. Messaging and hierarchy work really well, and it communicates key features of the website well.
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Campaign Analysis
CAMPAIGN:
What, Where, Why
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Campaign Overview
CAMPAIGN:
What, Where, Why Project: An integrated awareness surrounding climate related programming on RTE, including TV advertising, radio, and print applications. Campaign Dates: November 11th – 30th of December 2019 Platforms: TV, Radio, Print Aim: Raise awareness of My Waste Ireland and drive people to the website, particularly the What, Where and Why sections. Audience: National, all audiences Results: The TV adverts were placed alongside climate related programming on RTÉ, with a total viewership figure of 1.1 million. 19% of adults saw an advert more than once. The average viewership of What Planet Are You On was 277,000 adults, while the average viewership of Back from the Brink was 211,000. The radio advert was placed on 14 spots on RTE 1 with 797,000 adults reached and a total listenership of 1.4 million. An additional 60 spots were placed on other stations with a total listenership of 3.9 million. On average, 21% of adults heard the advert more than once. As part of this campaign, a My Waste print advert was included in the Irish Times supplement on waste.
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Campaign Overview
CAMPAIGN ANALYSIS:
What, Where, Why Execution: This is a strong educational campaign with clear messaging and a considered call to action. The information is presented in an engaging and digestible manner, and ends with an effective call to action for the viewer.
Strength of Visuals: The icons are used well and in a meaningful manner by reinforcing the messaging. They are playful and engaging, but still informative and authoritative. They align with the style outlined in the brand guidelines.
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Campaign Analysis
CAMPAIGN:
Bye Laws
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Campaign Overview
CAMPAIGN:
Bye Laws Project: An integrated information campaign informing Irish citizens about new household waste Bye Laws. Campaign Dates: July 2nd – July 15th 2019 Platforms: Radio, Social, Print Aim: Raise awareness of new Household Waste Presentation Bye Laws, and direct people to the My Waste website for more information. Audience: National, all audiences Results: The campaign saw a very good click through rate, and the Bye Laws page ranked highly on the list of most visited pages on the website in 2019. The ad pushing the ‘Wheeled Bin Presentation’ message was the most successful, achieving a very high number of clicks – 11.5 thousand compared to 8.5 thousand for the next highest performer, which was the ad introducing the new Bye Laws. On social, the Bye Laws advertising campaign reached 802,365 and drove 31,777 link clicks and 249,804 engagements. On radio, ads reached a combined potential audience of over 2 million on 27 regional radio stations.
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Campaign Overview
CAMPAIGN ANALYSIS:
Bye Laws
Execution: This campaign communicated multiple messages through consistent content and achieved significant results. The execution of advertising content was in line with industry standards and best practices.
Strength of Visuals: The application of visuals is well executed and considerate of the chosen platform, making this new information easier for the public to digest, understand and implement. It uses clear language supported by relevant graphics and animations.
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Campaign Analysis
CAMPAIGN:
My Impact
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Campaign Overview
CAMPAIGN:
My Impact A paid social campaign promoting the MyImpact mobile app, which helps individuals to monitor and reduce waste and environmental impact. Campaign Dates: November 6th 2019 – January 10th 2020 Platforms: Social Aim: Raise awareness and drive downloads of the new MyImpact app. Audience: Urban centres, 18-35 Results: Advertising for this campaign achieved very high impressions of over 2 million, and made good use of the App Installs advertising objective. The cost for each advertising result in this campaign were key indicators of success; the average amount spent for each app install was €1.75, and the average cost each time a user clicked on the website link was low at €0.75. The paid social campaign produced 2,143,273 impressions which registered as 499,168 in reach. The ads received 6,398 link clicks and 1,562 app installs.
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Campaign Overview
CAMPAIGN ANALYSIS:
My Impact Execution: This campaign uses visuals that are very eye catching in the social space. The square videos particularly work well for social, and the copywriting is effective. Results show that the videos that used a live action image as the thumbnail performed the best.
Strength of Visuals: Well produced with humorous live action sequences, the visuals of this campaign are striking and use exaggerated comic set ups to bring attention to opportunities for recycling in day to day situations.
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Campaign Analysis
CAMPAIGN:
Waste Less List
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Campaign Overview
CAMPAIGN:
Waste Less List An informative campaign surrounding tips for every day waste reduction, distributed through social media, as well as material provided for local authority use. For this campaign, a fact was presented and an individual call to action is given, in the form of a ‘hack’. Campaign Dates: December 30th 2019 – January 21st 2020 Platforms: Social, Digital Aim: Raise awareness of everyday waste reduction habits. Audience: National, all audiences Results: Native social content surrounding this campaign achieved a total organic reach of 25,151, as well as 525 engagements, and 4,490 video views. Material was also provided to local authorities for ongoing use on presentations and public screens.
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Campaign Overview
CAMPAIGN ANALYSIS:
Waste Less List Execution: This campaign manages to communicate a wide variety of messages, and the social content contains a good variety of both stills and video content. The content is eye catching in the social space, especially the video content.
Strength of Visuals: Striking visuals in a well-developed campaign are used to catch the viewer’s attention and encourage engagement with the messages communicated. The visuals for this campaign combine colour and text with engaging live action imagery and inform how household goods and items can be prevented, reused or recycled. The visuals focus on day to day opportunities and tips for viewers to manage and reduce their waste.
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Campaign Analysis
CAMPAIGN:
Ploughing Championships
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Campaign Overview
CAMPAIGN:
Ploughing Championships The My Waste Team worked with event organisers to promote waste prevention and segregation throughout the event, with branded signage and disposal facilities. My Waste also hosted an information stand and participated in a number of workshops debating sustainability. Campaign Dates: September 17th – 19th 2019 Platforms: Event Aim: Raise awareness of recycling practices among visitors at the event. Audience: Visitors at the 2019 Ploughing Championships Results: With Over 100 branded waste disposal sites located throughout the event, and with a record-breaking total attendance of 297,000 visitors, this event achieved maximum brand exposure for My Waste.
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Campaign Overview
CAMPAIGN:
12 Wastes of Christmas
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Campaign Overview
CAMPAIGN:
12 Wastes of Christmas An informative video campaign surrounding the ‘12 Wastes of Christmas’, highlighting common waste scenarios at Christmas. These videos were promoted on social media in the lead up to Christmas, as well as a cinema advert focussing on the Christmas Food Waste message. For this campaign, a fact was presented and an individual call to action is given, in the form of a ‘hack’. Campaign Dates: December 6th 2019 – January 9th 2020 Platforms: Cinema, Social Aim: Inform audiences of ways to reduce waste over the Christmas period. Audience: National, all audiences Results: Social advertising achieved a significant click through result with this budget of over 11,000 clicks and a high reach rate of 43%. The paid social video campaign gained 462,720 impressions, with a total reach of 201,120, and drove 11,079 clicks to the website. 775,415 people attended movies where the Christmas Food Waste cinema ad was shown, between the 6th of December and 9th of January.
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Campaign Overview
CAMPAIGN ANALYSIS:
12 Wastes of Christmas Execution: The social content for this campaign communicates three messages around waste reduction over the Christmas period, with effective use of copywriting. The use of a specific Christmas related landing page on the website is also an effective way of communicating a consistent message across the campaign.
Strength of Visuals: The visuals for this campaign follow the style and approach of the Waste Less List. Well executed strong visuals are used to catch the viewer’s attention and encourage engagement with the key messaging. Seasonally relevant imagery is used in an exciting and engaging manner to focus viewers on the importance of managing waste responsibly throughout the Christmas period.
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Campaign Analysis
CAMPAIGN:
Food Waste Recycling Pilot Here’s how to
RECYCLE FOOD WASTE at home
What FOOD WASTE CAN I recycle?
What CANNOT BE PLACED in your food waste recycling bin?
KITCHEN FOOD WASTE CADDY
.ie
Raw & cooked food
Eggshells
Fruit & veg
Dairy Products
Bread
Coffee grounds and tea bags
No Glass packaging
No Metal packaging
For more information, visit Irelands Official Guide to Waste Management www.mywaste.ie
Food Waste Recycling Pilot Project Kitchen roll/tissue
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No Plastic packaging
Meat & fish
Campaign Overview
CAMPAIGN:
Food Waste Recycling Pilot Pilot Programme to overcome barriers to the continued separation of food waste by householders. Campaign Dates: Launched November 2019 to present Aim: The aim of this collaborative project is to understand and overcome the barriers that citizens encounter in the use of a kerbside segregated collection for food waste. The collaborators on this project were the DCCAE, Cre and IWMA. Audience: Householders in select areas - 750 households in Ballaghaderreen, 3054 households in Trim, 650 households in Buncrana, and 294 households in Borrisoleigh. Results: This project is ongoing and a report is currently being drafted.
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Campaign Overview
CAMPAIGN:
NWCPO Collaboration
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Campaign Overview
CAMPAIGN:
NWCPO Collaboration This project saw the delivery of Phase 3 of the My Waste portal with the development of an interactive map to include all permitted waste collection service providers and the geographical area they offer services in. Platforms: Website Aim: The aim of this project was to ensure the My Waste website has complete information on waste management options for citizens. Audience: National, website visitors Results: A new page was developed on the My Waste website with information displayed in an easy to use map.
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Campaign Overview
CAMPAIGN:
Northwood Apartment Complex Brown Bin Pilot
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Campaign Overview
CAMPAIGN:
Northwood Apartment Complex Brown Bin Pilot Trial of a food waste system for apartments, raising awareness of food waste segregation among householders. Campaign Dates: February 2019 – September 2019 Aim: To design a behavioural change intervention process to encourage food waste segregation within apartment complexes, and to devise a toolkit for use in other apartment complexes. Audience: Dublin residents, living in apartments Results: Food waste was successfully collected separately with little contamination. A survey was conducted prior to and post-trial – 98% of those interviewed after the trial said they were segregating their food waste, with 97% saying they are likely to continue using it. Focus group data also showed that for some residents, segregating food waste helped them to see the amount of food they are wasting and they have changed their food shopping and cooking practices to try to reduce food waste.
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Campaign Overview
CAMPAIGN:
Hazardous Waste Awareness .ie
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Campaign Overview
CAMPAIGN:
Hazardous Waste Awareness Redesign of existing communication tools about hazardous waste, supported by a social media campaign. Platforms: Social, Print Aim: To continuously improve awareness for citizens about hazardous waste and prevention of the same. Audience: National, all audiences Results: This project is due to be rolled out across several planned phases throughout 2020 and beyond.
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Campaign Overview
CAMPAIGN:
Conscious Cup
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Campaign Overview
CAMPAIGN:
Conscious Cup A campaign that encourages cafĂŠs and other outlets to incentivise the use of reusable cups through discounts and loyalty schemes. Aim: To reduce and eventually eliminate disposable coffee cups in Ireland by encouraging people to bring their own cups. Audience: National, all audiences Results: Continued support for the project from the Regional Waste Management Offices throughout 2019.
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Campaign Overview
CAMPAIGN:
Recycle Labels & Symbols
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Campaign Overview
CAMPAIGN:
Recycle Labels & Symbols The launch of new Recycling Symbols and in-store Point of Sale materials, specifically for the Irish market. Platforms: Print Aim: Allow Irish companies to better inform consumers on waste disposal and support citizens to make the right choices when managing their waste. Audience: Irish business owners and consumers Results: The Recycling Symbols were advertised in a June edition of Retail News magazine, encouraging Irish business owners to visit the My Waste website to support the project and avail of in-store POS materials.
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Campaign Overview
Paid Social Media Results 2019 The key objectives of paid social media activity were to raise awareness of My Waste and drive users to the website. The best performing campaign was the Twelve Wastes of Christmas. In 2019, 14 paid campaigns were run across Facebook, Twitter and Instagram.
Total advertising Impressions: 9,873,317 Total advertising Reach: 1,893,374 Total clicks to Website: 61,357 Total Engagements: 1,214,290
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My Waste Website Results 2019 In 2019, there were 191,398 visits to the My Waste website; 188,099 were new users, with the average user viewing 2.59 pages per session and spending an average time of 01:43 minutes on the site.
The most viewed pages in 2019 were: • What to do with my recycling • Household Waste Bye Laws • A to Z • What to do with my bulky items • What to do with food waste
The most searched for items on the site: • CD’s • DVD’s • Glass • Plastic
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• Polystyrene • Mattresses • Tin Foil • Paint
SUMMARY OF
My Waste Ireland National Waste Awareness Programme 2019