Waste prevention and re-use

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Waste prevention and re-use

• A how-to guide for using the 4Es to influence
  behaviour

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This document shows you how to apply the 4Es
framework

• It provides guidance on
• How to use the framework
• Stakeholder engagement
• The core strands within the 4Es
• When to use the 4Es
• How to design a package of measures to
  influence behaviour, and
• Provides a case study example which shows how the
  4Es has been used in Hampshire

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How to use the framework - checklist

• Behaviour - Which waste prevention behaviour are
  you aiming to influence, and what do you know
  about this behaviour?
• Audience Who is your target audience? What do
  you know about them? Are they clearly defined? Do
  you understand their issues and what influences
  them?
• Evaluation What outcomes do you want to
  achieve? Do the individual components of the 4Es
  focus on delivering your targets? Can they be
  monitored and evaluated?
• Stakeholders - Who needs to be involved in
  designing and delivering your 4Es strategy and
  communications plan internal and external?
  What decisions are needed to progress the 4Es?
• Intervention mix - Does your intervention and
  communication mix respond to the needs of
  different target audience groups addressing
  their barriers?

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Stakeholder engagement

• Arrange a half-day workshop with a cross-section
  of people to discuss and agree what you want to
  achieve
• To facilitate your workshop, ensure someone in
  your team understands the concept and how to use
  the framework
• First explain how the 4Es works and how it can be
  used to help design your strategic approach.
• Then, brainstorm ideas around the 4Es. Use flip
  charts, ideally laid out in the diamond shape
  to capture responses. The aim is to capture a
  wide range of ideas so that everyone can see
  these come to life and see a picture building

A workshop is only the beginning of an ongoing
dialogue with your stakeholders
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Enable make it easy for people to act

• There are three core strands designed to enable
  and ensure the appropriate level and type of
  support, tools skills are available
• How will you make it easy for residents to adopt
  waste prevention behaviour?
• What type of infrastructure, services, guidance,
  information, equipment and/or support is needed
  to help them?
• What do you currently have in place? What else
  do you need?
• How will you build capacity and ownership by
  residents?
• What is the potential to build resident and
  volunteer capacity? Who will you work with to
  build support (and social norms)?
• What skills and support do they need so that they
  can provide appropriate support and advice to
  other residents?
• How will you develop the knowledge and local
  skills of residents?
• What learning opportunities will you provide to
  embed new habits?

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The core strands of the 4 Es
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Engage get people involved

• There are four core strands designed to engage
  and develop community outreach
• How will you involve your audience early on in
  the process?
• What co-design process will you use?
• Who do you need to work with (e.g. internal and
  external partners, intermediaries and local
  networks)?
• Does approach meet their needs?
• What type of support do they need?
• How will you build community engagement?
• What type of activities will you provide (e.g.
  workshops, talks, training etc)?
• What mix of communication methods will you use?
• What messages will appeal to your target
  audience?
• What opportunity to link to social networks,
  media and opinion formers?
• How will you link to seasonal / other topical
  campaigns?

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Encourage give the right signals

• There are four core strands designed to
  encourage residents to adopt waste prevention
  behaviour
• Do you understand what will motivate your target
  audience - whats in it for them?
• What provision have you made to provide
  incentives (e.g. provision of free equipment or
  home trials)?
• What else do you need to put in place to
  encourage your audience to do the right thing?
• What provision have you made to provide feedback
  to your audience to recognise their contribution?
• What provision have you made to say thank you
  to your audience?

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Exemplify lead by example

• There are four core strands designed to
  exemplify and ensure that internal policies
  reinforce the waste prevention behaviour, and
  demonstrate a shared commitment with your
  residents
• What type of measures are needed to demonstrate
  your own commitment and advocacy and tell your
  own story?
• What is the potential to build partnerships with
  other departments?
• What links are there to other Indicators and
  measurement criteria?
• How will you engage and support your employees to
  adopt the behaviour (providing advocacy and
  support)?
• What opportunities are there for you to pilot
  your proposed approach with your employees
  (before rolling out to the wider community)?
• How will you ensure you have addressed any
  ethical considerations (e.g. around messages,
  targeting, inequality etc)?

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When do I use the 4Es?

• Starting out?
• The 4Es can provide a useful framework to help
  you generate an overarching waste prevention
  strategy and marketing communications plan.
• Already underway?
• The 4Es can provide a useful checklist to help
  you to
• identify gaps in your approach, and / or
• enhance your existing approach to influencing
  behaviour.

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The 4Es design a package of measures
Enable
(Make it easy for people to act)
Understand what influences behaviour address
the barriers
Encourage
Engage
(Give the right Signals)
(Get people involved)
Exemplify
(Lead by example)
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Enable Make it easy for people to act
Ability to act choose Design / provide
convenient services, support, facilities and
equipment Build capacity ownership Recruit
groups of residents / local champions, support
building of social norms Develop skills
ability Support community learning to increase
knowledge of options, embed new habits
Enable
Understand what influences behaviour address
the barriers
Engage
Encourage
Exemplify
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Encourage - Give the right signals

• Address whats in it for me?
• Provide incentives (e.g. subsidies, free or trial
  equipment, run local competitions)
• Provide targeted feedback on positive stories, eg
  via lifestyle case studies
• Recognise contribution
• Ensure level playing field
• Say thank you

Enable
Understand what influences behaviour address
the barriers
Engage
Encourage
Exemplify
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Engage - Get people involved

• Work with residents using co-design
  deliberative consultation
• Build outreach partners and intermediaries
• Build community outreach action (via talks,
  events and training)
• Build targeted campaigns, messages promotions
  utilise
• Social networks
• Media/opinion formers
• Promote enable, encourage exemplify

Enable
Understand what influences behaviour address
the barriers
Engage
Encourage
Exemplify
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Exemplify - Lead by example
Demonstrate shared responsibility you are
acting too! Review internal policies work with
other departments Engage employees provide
support, services and facilities for your
staff Pilot interventions amongst staff
Enable
Understand what influences behaviour address
the barriers
Engage
Encourage
Exemplify
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4 Es package of measures summary
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Ability to act choose Design / provide
convenient services, support, facilities and
equipment Build capacity ownership Recruit
groups of residents / local champions, support
building of social norms Develop skills
ability Support community learning to increase
knowledge of options, embed new habits

• Work with residents using co-design
  deliberative consultation
• Build outreach partners and intermediaries
• Build community outreach action (via talks,
  events and training)
• Build targeted campaigns, messages promotions
  utilise
• Social networks
• Media/opinion formers
• Promote enable, encourage exemplify

• Address whats in it for me?
• Provide incentives (e.g. subsidies, free or trial
  equipment, run local competitions)
• Provide targeted feedback on positive stories, eg
  via lifestyle case studies
• Recognise contribution
• Ensure level playing field
• Say thank you

Demonstrate shared responsibility you are
acting too! Review internal policies work with
other departments Engage employees provide
support, services and facilities for your
staff Pilot interventions amongst staff
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Getting the balance right

• Design interventions to enable and make it
  easy, build skills, provide facilities and
  support residents. Make sure you start where
  people are are they able to act?
• Design campaigns to engage people using a mix
  of communications to raise awareness, help people
  take small steps, and promote the desired change.
  Work towards creating a shared identity are
  you generating a sense of belonging?
• Achieve greater success if
• You encourage motivate different groups by
  understanding whats in it for me?
• You exemplify your own commitment are you
  doing it too?
• Remember
• Different approaches are needed for different
  groups of people and
• engaging people should go beyond environmental
  concern.

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Case study using 4 Es Hampshires Small Changes
Big Difference (SCBD) project
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• Key facts
• Who?
• over 400 participants
• What?
• increased their smart shopping habits, re-use at
  home, and avoided purchases.
• increased participation in recycling and
  composting.
• For more details you can view the case study
  through the Waste Prevention Toolkit.
• How?
• The following slides show how SCBD used the 4Es
  and the range of activities undertaken for each
  of Es enable, engage, encourage and
  exemplify...

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Enable Make it easy for people to act
Ability to act choose Personal organisers
provided calendar, activities and diary section.
Activities tailored to each moment of change
(varied in scale so participants could carry out
some quick wins and build up to those requiring
more significant changes or investment).
Alternatives given to accommodate different
lifestyles. Build capacity ownership Local
Delivery Organisations recruited to support and
work with participants Develop skills ability
Resource Outreach Advisor (ROA) recruited to
advise participants on sustainable lifestyles
Enable
Understand what influences behaviour address
the barriers
Engage
Encourage
Exemplify
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Encourage - Give the right signals
Alternative benefits highlighted (e.g. saving
money or time) Freebies provided (junk mail
sticker, canvas reusable bag, and a
save-a-flush). Free trial of soap nuts Tickets
for local experience, prize draws (to encourage
return of diaries, forms and surveys) Feedback
to individuals and all participants (to stimulate
collective norms - diary returns, waste analysis
experiences)
Enable
Understand what influences behaviour address
the barriers
Engage
Encourage
Exemplify
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Engage - Get people involved
Participants fed back their views via events,
workshops drop in sessions Local delivery
organisations and ambassadors recruited Events
and workshops with local experts (aimed at
social learning), plus final and main event
with each pilot. Themed drop-in sessions
Activities themed and timed to fit in with
specific calendars, e.g. school term Website
hosted project materials and activities
Enable
Understand what influences behaviour address
the barriers
Engage
Encourage
Exemplify
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Exemplify - Lead by example
Researched and disseminated case studies of
local good practice by supermarkets, businesses,
charities, community groups Members of the
project team participated in project
activities Workplace pilot carried out waste
minimisation activities in the workplace as well
as at home
Enable
Understand what influences behaviour address
the barriers
Engage
Encourage
Exemplify
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SCBD 4 Es package of measures summary
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Ability to act choose Personal organisers
provided calendar, activities and diary section.
Activities tailored to each moment of change
(varied in scale so participants could carry out
some quick wins and build up to those requiring
more significant changes or investment).
Alternatives given to accommodate different
lifestyles. Build capacity ownership Local
Delivery Organisations recruited to support and
work with participants Develop skills ability
Resource Outreach Advisor (ROA) recruited to
advise participants on sustainable lifestyles
Participants fed back their views via events,
workshops drop in sessions Loc al delivery
organisations and ambassadors recruited Events
and workshops with local experts (aimed at
social learning), plus final and main event
with each pilot. Themed drop-in sessions
Activities themed and timed to fit in with
specific calendars, e.g. school term Website
hosted project materials and activities
Alternative benefits highlighted (e.g. saving
money or time) Freebies provided (junk mail
sticker, canvas reusable bag, and a
save-a-flush). Free trial of soap nuts Tickets
for local experience, prize draws (to encourage
return of diaries, forms and surveys) Feedback
to individuals and all participants (to stimulate
collective norms - diary returns, waste analysis
experiences)
Enable
(Make it easy for people to act)
Understand what influences behaviour address
the barriers
Encourage
Engage
(Give the right Signals)
(Get people involved)
Exemplify
(Lead by example)
Researched and disseminated case studies of
local good practice by supermarkets, businesses,
charities, community groups Members of the
project team participated in project
activities Workplace pilot carried out waste
minimisation activities in the workplace as well
as at home