Ireland’s Guide to Waste
National Waste Awareness Programme
2020
In 2020 the Regional Waste Management Offices delivered an integrated promotional strategy to communicate multiple messages across a variety of platforms including TV, radio, out of home [OOH] advertising, social and digital media. The aims of these national awareness campaigns were to encourage the citizens of Ireland to manage and prevent waste effectively in a way that suits their needs. Although 2020 was a difficult year the awareness programme successfully reached citizens throughout Ireland, activities carried out are briefly outlined in this document.
Platforms utilised
A to Z Campaign An OOh and Digital advertising campaign consisting of a fun/whimsical series of animations showing different scenarios, the artwork also shows a search bar which alerts the viewer to this function on the site. The campaign raised awareness of the A to Z guide on the website along with the search bar function How/Where • Out of Home • Buses • T-sides • Transvision
• • • •
Retail D pods Trolly bays P urchase points Paid Social
Covid and YOUR WASTE This is a series of posts covering the official guidance on waste services and waste management at home during Covid with the restrictions in place. To provide the population with instruction on how to manage their household waste in order to keep themselves and frontline workers safe How/Where • Native social content
GREENER Home Guides A series of guides with hints and tips on how to be “greener” in the garden and home. With restrictions we were all at home doing more work in our gardens and homes, from shed or house clear outs to finally getting around to some home decorating. The guides offer tips on how to keep unnecessary waste to a minimum, instruction on how to dispose of everything correctly and also how to reduce the need to use chemicals. How/Where • Paid social content • Printed materials sent to each LA
690,183
915,856
10,933
12,559
IMPRESSIONS
ENGAGEMENTS
IMPRESSIONS
ENGAGEMENTS
FOOD WASTE Recycling Pilot A food waste bin toolkit consisting of a kitchen caddy, liners, an information leaflet and a sticker with a list of items was distributed to each household in the selected towns. The pilot took place throughout 2019 and results presented in 2020. The aim, which was achieved successfully, was to increase both the usage and uptake of the food waste bin along with reducing contamination of non-food items.
As a way to reach households which were not in the pilot areas a limited number of toolkits were made available to anyone by completing a form on My Waste. These households were sent a toolkit in the post, this contained a voucher to be exchanged for a kitchen caddy in any Woodies store.
REUSE Month National Ad Campaigns, Blog content focusing on Public Reusers x 9, Video Showcase on Regional How to Reuse x 9, Reuse Video Tutorials x 4, Regional Events x 3 workshops tutorials - podcasts. To raise awareness about the benefits of reusing and repairing everyday items. To prevent waste by sharing reuse and repair skills. To extend supply chains and reach a new audience. October is Ireland’s National Reuse Month, reuse is about valuing our stuff, by using and reusing it for as long and as often as possible. This avoids the need to extract raw materials, manufacture and distribute new stuff, and avoids waste thereby cutting down on greenhouse gas emissions. How/Where • Paid Social • Native Social
This project is funded solely by the RWMO’s
UPCYCLE Challenge An annual competition which challenges the public to unearth the imagination within and create something new out of something old…to breathe new life into an old or unwanted item or material. As many as 259 entries were received from individuals, community organisations, Men’s Sheds, and schools across the country. A total of eight category winners were decided by a judging panel, who also chose three finalists for a People’s Choice Award. How/Where • Paid Social • Native Social
222,296
915,856
10,843
12,559
IMPRESSIONS
ENGAGEMENTS
This project is funded by the RWMO’s & the EPA.
IMPRESSIONS
ENGAGEMENTS
ADI A suite of clear, compelling and consistent communication materials has been created for Local Authorities and Community and Voluntary Groups, Schools and Corporations and is available for download from My Waste. The Anti-Dumping Communication Campaign has been created to highlight the importance of eliminating illegal dumping activities in rural and urban areas across Ireland. How/Where • Paid Digital • Paid Social
THE CAMPAIGN GENERATED
254,085
IMPRESSIONS
3,606
VIEWERS CLICKED OUR WEBSITE
1.42%
THE AVERAGE CTR WAS
END of Year This thank you message was delivered as a TV and radio advert which was complimented by a digital campaign. After a tough year, the Government & My Waste wanted to send a thank you message to the nation for managing their waste effectively. How/Where • Paid Digital • Paid Social DIGITAL AND TRUEVIEW (YOUTUBE)
IMPRESSIONS
2,688,188
AVERAGE CTR
0.12%
ALWAYS ON
A sustained advertising campaign across social and digital, these posts covered many issues such as food waste, glass recycling, the A to Z guide, Christmas messaging. This campaign ensured that there was consistent messaging on different types of waste created along with hints and tips on prevention. This type of advertising allows My Waste to reach new audiences as it focuses on those who do not already follow or be aware of My Waste. How/Where • Paid Digital • Paid Social
THE CAMPAIGN GENERATED
3,689,847
IMPRESSIONS
48,572
VIEWERS CLICKED OUR WEBSITE
THE AVERAGE CTR WAS 1.32% - SOCIAL RESULTS
OVERALL THE CAMPAIGN DELIVERED
6.3MILLION 15,500 IMPRESSIONS
CLICKS TO SITE
ACHIEVING A CTR OF 0.25% - DIGITAL RESULTS