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<br />about what was accepted in the two-sort, curbside program (new residents are not included in this figure). <br />This includes people who want to know if it's okay to mix your bottles with your cans. <br /> <br />Roseville has not made any changes to the two-sort collection system since its inception in January 1999. <br />However, callers say they are not sure of what to recycle because of conflicting messages they have heard <br />over the past 17 years the City has operated the program. There have been four major changes in either the <br />pickup schedule or adding material that was previously excluded. Roseville resident are not alone in their <br />uncertainty. A survey by the City of Eagan found 37% of residents who threw recyclable paper in their trash <br />did so because they were "unsure what to recycle." <br /> <br />The report "Improving Recycling of Residential Paper in Minnesota" frolllthe Recycling Association of <br />Minnesota found that clear and consistent education improved the amOUJ1t Of paper that was collected in <br />curbside recycling programs. Eagan was one of the cities in the stuqy. Itil).creased paper collection by 28%. <br />Another city in the study, St. Paul, projected it could collect 41.4% more paj'leiincreasing their overall <br />recycling tonnage collected by 4.4% just through increased equca.tion. <br /> <br />Social Marketing <br />Roseville built on themes from previous studies and residents'l1eedssfated in the 2002 survey to develop <br />new educational material crafted by a Barb Keith, a graphic desigl).student at Minneapolis Community and <br />Technical College (http://www.barbarakeithdesigns.com/index.hfm). <br /> <br />The plan was to present staid information in a more stylish}md captivating manner. The education pieces <br />were an attempt to re-craft the recycling message using sociallllarketing. Social marketing is the planning <br />and implementation of programs to bring aboutsocial change using concepts from commercial <br />marketing. <br /> <br />Recycling leaders are <br />called social marketing to shift <br />way their programs appealis <br />residents and gainpa.l'tiCij'la.ti61l. <br />Instead of simply conveying <br />information, thet110yght is to <br />create a perception ill residents that <br />recycling is fun, excitillJ,;~.l1d an <br />appealing part of their lives: For <br />instance, the California <br />Department of Conservation has <br />launched a campaign to increase <br />the amount of bottles and cans that <br />get recycled <br />(http://www.bottlesandcans.com ). <br />According to Department Director Darryl Young the ads aim to make Californians think recycling is cool. <br />And since being cool is important to Californians the hope is the ads will make more residents recycle. In <br />addition to posters like the one above, they've created a number of television PSAs narrated by a bottle or <br />can that is enthused by being recycled into its dream product. For instance a plastic water bottle becomes a <br />lifeguard buoy carried under the arm of a fit and attractive lifeguard. <br /> <br /> <br />Figure Four <br />Recycling Poster <br />California Department of Conservation <br /> <br /> <br />Recycle. <br /> <br />7 <br />