2005-07-26_PWETC_AgendaPacket - Laserfiche WebLink

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Pieces For This Study The pieces for this study took the concept of social marketing to heart. But social marketing typically requires 7-8 exposures before influencing behavior and it makes use of mass media. The pieces for this study needed to be narrowly tailored so they only reached the participants in the designated education test area. Figure Five "Where Your Recycling Goes" Brochure The intent was for the pieces to catch the eye of homeowners 35-55 years old so the designer used lots of pastel colors and fun themes and images. The original thoughts were refined after being reviewed by focus groups of homeowners who fit the target age range. One piece builds on the RMP study and informs resid~nts about all the types of paper that can be recycled at the curb. The goal was to end confllsion about what types of paper could be recycled such as theTesidents who had no idea that junk mail was accepted. In the 2002 survey a number of residel1tsilsked for more information on what happens to their recyclillg after it leaves th~Sllfb. So the study included a piece (see illustration at left) that explilills what new prodllcts are made out of residents' recyclables. A notable resultoftheJocus groups was the people who said they were ardent recyclers and did solo heljltheenvironment, but had no idea what happened to the material they put out atthecllrb. The third piece aimed to clear liP the cOl1fll~ion about what types of plastic are accepted as part of the curbside program. Many reside!1ts. turn oy~r their container and look for the plastic code. Lots of people believe this is a rec)'Fljll~s~B9l...ilnd thaLif the code is on the product it is okay to put that itemill~FirFecycling'.,L\ctuallythY.S9de represents the specific type of plastic polymer u~yd to manufilFt1.lre thisit~m. And not all products with the same code can be recycleq.for instance 111i1.~jllgs andieF. cream pails are both made with high density poly ethyIell~ (HDPE). HO"%Fver, eaqh item has a separate melt flow index which means that when melt~d the two proql,lcts are incompatible. ^ c.:J HOPE Manufacturers primarilyW:~mPET~d HDPE that has the properties associated with blow molding which is used to make bottles. So, noiqy qream pails, yogurt cups, etc. The American Plastics Council (APC) developed what it calls an "All Bottles" program to educate people on the types of plastic to put out for collection. Their educational material tells residents to "Check for the neck," and if the container is a bottle with a neck, put it in the recycling bin. There are some plastic bottles that are made using other types of polymers. But studies have shown that 95% of containers collected by municipalities that use all bottle programs are PET and HDPE ("Breaking Bottlenecks in Plastic Bottle Recovery," Resource Recycling, June 2000). Roseville sought to couple the information from the APe's "All Bottles" campaign (http;llwww.allplasticbottles.org/) with a more contemporary design. The result was the third educational 8