WASTE MINIMISATION CAMPAIGN BRIEFING PACK February June 2016

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1 WASTE MINIMISATION CAMPAIGN BRIEFING PACK February June CAMPAIGN OVERVIEW The new Integrated Waste Management Policy and the National Waste Management Strategy seek to minimise the waste stream going to landfills, while extracting maximum value from the waste stream at all stages of collection and disposal. Our landfills are overflowing with waste as the research shows that an estimate of over 225,000 tons of this waste is recyclable, thus the need for environmental education awareness. It is against this background that the Waste Minimisation Campaign was conceptualised. The purpose is to raise awareness whilst educating and encouraging residents to manage waste effectively. The campaign, in line with the City s by-laws, aims at addressing issues of littering, illegal dumping, overloading of bins and dilapidation of open spaces which result in the manifestation of pests. Pikitup, the City s custodian of waste management, continues to build on the Clean City legacy, from turning Trash to Treasure, to now Collecting New Possibilities as their service delivery mandate. Duration of Campaign: February 2016 to June CAMPAIGN OBJECTIVES To change stakeholders perception about service delivery; To highlight the dangers of illegal dumping and littering; To encourage the Joburg community to clean up the environment; To position Joburg as a work through profiling Capex and Opex Projects; To enhance the City s brand profile at the coalface of service delivery; Profile leadership at the Region and Depots; and Highlight the collaborations between the Regions and Partners. 3. KEY MESSAGES Keeping our city clean is a collective effort. Separation at Source is the heartbeat of Pikitup. Pikitup understands the important role played by its staff in driving Separation at Source. Our staff is our no 1 Champions. Embracing and supporting the City s waste minimisation efforts. The City has zero tolerance to illegal dumping and littering. Recycling can aid in breaking the backbone of poverty.

2 WASTE MINIMISATION CAMPAIGN aims to EDUCATE, ENCOURAGE, MOBILISE, EMPOWER, INSPIRE! WE RE NOT JUST SEPARATING WASTE, WE RE CHANGING THE FUTURE. 4. CAMPAIGN PILLARS In an effort to try change people s mind sets and behaviour in relation to managing their own environment, Waste Minimisation Campaign has embarked on a robust communication strategy and will focus all efforts on the following four pillars to drive change, educate and encourage participation at all levels: 4.1. CLEAN-A-THONS An important component of the Clean-A-Thons is the aspect of TEAM UP TO CLEAN UP an action call to the community of Johannesburg to join us in cleaning initiatives across the city. The clean-up days will be used to educate communities on the implications of littering and illegal dumping Logistics: Pikitup s depots will each have two (2) or more clean-up sites which will be managed by a Pikitup team. Every site will have gazebos with tables and branded banners. Pikitup will provide the necessary assistance in the form of bags and gloves to all participants. Pikitup s cooperatives in charge of recycling will collect the filled bags shortly after the event for sorting of the recyclables Frequently Asked Questions: Q: Who can participate for the clean-up? A: All Joburg citizens including businesses, churches, environmental groups and schools (No age restrictions). Q: What time am I expected on site and how long can I spend? A: You can spend as little as 30 minutes to an hour between 09h00 am and 12h00 pm SEPARATION@SOURCE PROGRAMME Pikitup provides residents with recycling bags on a weekly basis. These can be collected, or dropped off at any of the Pikitup Garden Sites found across the city. Pikitup works with cooperatives and small enterprises to collect, and sort the recyclable waste collected from households and businesses. These initiatives create additional jobs, businesses and income for the unemployed residents within the City. You can play your part by putting recyclable materials (paper, plastic, cans, bottles and electronic waste) in allocated bins in public places, stores and

3 garden sites. Encourage all stakeholders to make the Separation at Source Campaign - a way of life through an extensive 360 degree communication strategy JOZI@WORK PROGRAMME Jozi@Work programme is designed to create an opportunity for communities to partner with the City, in the delivery of municipal services in their own neighbourhoods. It is also aimed at shifting attitudes by turning job seekers into job creators. This is in a bid to aid socio-economic transformation that will reduce poverty, inequality and unemployment in the seven regions across the City. Members of cooperatives and other community-based entities, have started work after being awarded contracts to do street sweeping, waste separation and clearing of illegal dump sites, among others. From a campaign perspective, Jozi@Work messaging will be weaved into our communication and PR to residents ECO RANGERS (SCHOOLS PROGRAMME) In 2013, Pikitup delivered a through-the-line education and activation programme which drove awareness of the Pikitup brand and brand message in the school education channel within the City of Joburg. The progamme targeted 200 schools in seven regions. The aim was to establish real traction in the educational space, support teachers by adding value to the teaching process Connect with learners with interactive top-quality content and to involve the extended community and parent-base by incentivising them with funding opportunities for the school, as well as providing learners with take-away material This year Pikitup plans to roll out the programme to an additional 200 schools. This is an extension/continuation and builds on what was done before in relation to educational awareness and recycling education in schools surrounding Pikitup s depots. The programme and competition will run from April to June 2016 (Term 2). Pikitup will host a media launch to announce the start of the programme. This will be done alongside Pikitup s partners in the Education as well as the Environmental offices of the City, and other business partners. Pikitup will also be present at the Rand Easter Show, where the Eco Rangers characters will interact with the public.

4 5. PR AND COMMUNICATION The following tools will be used to communicate Pikitup s messages to the various stakeholders: Internally Externally Pikitup Staff CoJ and Entities staff Residents/Business Owners/ General public Business Schools signature banner Branded materials across all depots Staff Briefings and monthly depot activations Posters SMS Jozinet Eposters Posters signature banners Live reads Radio and print adverts Internet and updates Corporate Audio Visual (AV) Media interviews Door-to-door community mobilisation campaign SMS Pikitup Website and Social media Business briefings Waste Symposium Corporate Dialogues Clean-a-thons (clean up days) refer to schedule attached Eco Rangers Schools Roadshows Posters 6. AWARENESS CAMPAIGN Live Reads on community and mainstream radio stations Newspaper advertising in all papers community and mainstream newspapers Online media Editorials and Advertorials Social Media: o Facebook: A Cleaner Joburg o Pikitup Website: City s Website:

5 7. CREATIVE COLLATERAL WHERE OTHERS SEE WASTE, WE SEE NEW POSSIBILITIES Gazebo Poster Banner Poster Banner Banner

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