Spectacular mid campaign MORI results for the Recycle Western Riverside campaign
23 May 2005
A recent MORI survey commissioned by the Recycle Western Riverside (RWR) campaign indicates strong results at the mid-point of the campaign’s 5-year duration, with 78% of people now claiming to recycle ‘everything’ or ‘a lot’ - almost double the 41% rate in 2002, just before the campaign started.
RWR supports the London boroughs of Hammersmith and Fulham, Lambeth, Wandsworth and the Royal Borough of Kensington and Chelsea with technical advice on developing new recycling and monitoring systems, backed up by intensive local communications, encompassing advertising and PR, as well as public engagement via doorstepping, local events and a school’s education programme. This integrated approach to increase both recycling awareness and behaviour has had a high impact, with 69% of residents now feeling ‘well informed’ about local recycling services, as opposed to just 41% in 2002.
Other headline results include:
- A massive 96% of residents across the region now think that recycling is ‘worthwhile’
- 79% of residents now feel ‘well informed’ about what materials can and cannot be recycled, as opposed to just 49% prior to the campaign commencing in 2002
- 77% of residents now feel ‘well informed’ about the benefits of recycling, up from 58% in 2002.
Since 2002, the RWR campaign and boroughs have greatly improved recycling services, with the introduction of kerbside co-mingled orange sacks for recycling and co-mingled recycling bins on estates, making it much easier for residents to recycle. Improved services and better communications are cited as the main reasons why 28% of people now recycle more than a year ago. Accessibility of recycling facilities is a key factor and 81% of residents surveyed say they are ‘fairly’ or ‘very’ satisfied with the accessibility of recycling services provided by their council, up from 41% in 2002.
Jason Tomlins of Western Riverside Waste Authority, said: “These latest MORI results midway through the RWR campaign show a marked increase in people’s recycling habits and demonstrate that improved recycling provisions, backed up by a well resourced education and communication programme, generates significant results. We still have to work hard to ensure that we help the councils reach their recycling targets by 2006, but these results are extremely encouraging.”