by Karin Jönsson
Avfall Sverige, Swedish Waste Management, is a Swedish ‘interest and industry organization’ working within waste management and recycling. The organization has close to 400 members – principally municipalities, municipal associations and organizations, but also private companies.
During the spring of 2006, Avfall Sverige introduced a national information and education campaign concerning one of their most important issues – hazardous waste. The 258 municipal members decided to invest 0.5 Swedish krona per inhabitant and through the €425,000 collectively raised, the company was able to pursue the professional production of advertisements, commercials, PR material, posters, decals and a website with complementary banners. The creative process stemmed from initial workshops with the member organizations.
Humour was an important component in bringing attention to the issue. The campaign had a positive tone: that Swedes are good at waste management – but could be even better. The campaign was a call to become engaged in the fight against pollution. By taking care of your hazardous waste, you contribute to environmental wellbeing, something the Swedes take pride in. Every effort counts and makes a difference.
National and local level
Ads and commercials were placed in the national press and on television. But the real power came from the municipal members using the material in their local communications. Films were shown on local TV and on shop monitors all over the country, advertising was seen in hundreds of local newspapers, refuse truck sides reminded people of what waste to sort out and posters spread the word of where hazardous waste should be handed in. All material was free to use for the municipal members, but additional costs were locally financed.
 Many municipalities put their own logotype on the material. It is often a well-known and reliable authority |
Some national events, such as breakfast meetings, also were held and several debate articles and press releases were spread. The campaign grew further through local activities such as direct marketing with estimates, information brochures, bus advertising, open houses and events (e.g. at the recycling centre), partnerships with local businesses, shows, school campaigns, competitions and quizzes.
Much of the material was complemented with each municipality’s own logo, but the general design could still be recognized. A common slogan also held the campaign together: ‘Sweden’s largest environmental movement.’
The boastful tone of, ‘Sweden’s largest environmental movement,’ gained much attention. It implied that all 12,000 professionals who work with Sweden’s homes and businesses – together with the public – were together Sweden’s largest environmental movement; working alongside each other to perform one of the most important jobs in Sweden.
High visibility
But why invest so much energy and money on education? The primary goal was to increase knowledge about the issues and show that Avfall Sverige, the secretariat, and the 400 members, were actively promote environmental issues within their areas.
Information played a fundamental role in contributing to the organization’s main goals. By working together with common values they were able to strengthen internal bonds and become more visible and better known to the public. Thereby creating the prosperous conditions for efficient and long-term communication with the target groups, and creating an understanding about what Swedish waste management is. Ultimately the aim was for the public to strengthen their efforts to minimize waste and recycle what waste is produced. Hopefully the decision-makers agreed with the goals and laid the foundations to create good legal and economical conditions for the overall waste sector.
The campaign was a tool for this objective. Through the campaign they also wanted to increase the knowledge about, and improve the behaviour regarding, hazardous waste.
With communication, the organization aimed (in principle) to reach every Swedish inhabitant with a focus on decision-makers and other social interest groups. The primary target group for the campaign on hazardous waste was all Swedish inhabitants aged between 20 and 34. This group, according to research, had the poorest knowledge about how to handle hazardous waste.
Successful work
So how did the campaign do? Evaluation of the television advertising shows that 75% of the target group (20–34 year olds) saw the advertising films at least once. Online advertising received almost 16 million hits, and the campaign website had 7000 unique visitors during the campaign. Approximately 2.5 million readers noticed the advertisements.
Several municipalities reported on noticeable increases in the amount of hazardous waste at their collection points/recycling centres. One new planned reception point was opened early as the pressure was so great. A new method for collecting light bulbs in city centres was tested, with the result that the planned collection frequency was complemented with several collections.
The majority of the members – 61% of those who answered the questionnaires – thought that the company had found a good way to collaborate and 80% insisted that the campaign must continue. Many members changed their view of information and communication as an important part of waste management. Since this campaign, several municipalities have started co-operating with one another for joint information efforts.
This was the greatest achievement in the campaign – and a strong platform for the future.
Much effort was put into internal communication. Member meetings were held in nine geographical areas reaching almost 300 people. Every municipality and other municipal organization had a personal contact to receive information and to give feed back to the project leader.
Into the future
Based on the results from the hazardous waste campaign in 2006 Avfall Sverige has continued its joint information work. In 2007 material recycling was promoted, in 2008 energy from waste, and for 2009 the focus is again on hazardous waste. ‘Sweden’s largest environmental movement’ is a strong concept that will be continued.
Avfall Sverige believes that information and communication is an important part of modern waste management. To develop tasks and reach environmental and structural goals the campaign needs to be more visible and in the forefront of peoples’ minds.
By Karin Jönsson, Editor Avfall och Miljö, Avfall Sverige – Swedish Waste Management
e-mail: karin.jonsson@avfallsverige.se
Facts
• Avfall Sverige represents municipal members vis-à-vis politicians, decision makers, the Government and the EU. The organization also runs a comprehensive programme of training courses that are adapted to the educational needs of the industry.
• Avfall Sverige works to ensure that waste is handled in such a way that human health and the environment are protected. This must be guaranteed in both the short and the long term. In order to ensure sustainable development, the materials, raw materials and energy must be used to promote the overall management of resources. Waste management must conform to a cost-effective design and use the best technologies at reasonable costs.
• Avfall Sverige is staffed by specialists within all areas of waste management: biological treatment, incineration with energy recovery, recycling, hazardous waste, logistics, economics, as well as legal issues.
• Avfall Sverige runs development activities throughout the field of waste management. This is done through a joint development effort that is financed by Avfall Sverige’s members. These efforts have a broad focus on concrete development projects.
• In 2008, Avfall Sverige established a network for export of Swedish waste management technology and know-how, a co-operation between the public and private sector.
• Avfall Sverige is a national member of ISWA.
