Recycle for Wales (RfW) is a campaign to encourage people in Wales to recycle more things more often, from all around the home. RfW worked with Blaenau Gwent County Borough Council to deliver a food recycling campaign, aimed at boosting the authority’s overall recycling rate to help the Council reach its target. M·E·L Research was commissioned to carry out a targeted doorstep engagement campaign to increase the quantity and quality of food waste collected. The doorstep campaign targeted areas that were lower performing in the kerbside food waste collection, whilst also targeting households with families and those that reside in social housing.
The objectives of the campaign were to:
The campaign was delivered between September and October 2017, using a team of four experienced Recycling Advisors. Overall, the team canvassed just over 6,000 households door to door and spoke to 1,905 residents (31% contact rate). Through the community events, 130 residents were spoken to.
The areas were independently monitored to assess the impact of the campaign. Results showed a significant increase in food waste participation in the areas targeted. In addition, throughout the campaign, a set of questions were asked which were analysed against sub-group (families, age etc.) information. This was linked to recycling behaviours to gain further understanding into the key audiences, which fed into and informed wider behavioural change and communication activities.