Project: Bluecart recycling launch |
The City of Calgary launched a blue cart recycling collection service for approximately 300,000 single-family homes. Multi-family households were not included in the proposed service though they experienced changes to their service at the recycling depots and were a primary audience of the communications strategy. The City wanted to ensure that all Calgarians had the information they needed to effectively (confidently and correctly) participate in the program. The communications strategy was based on a significant research program and supported by issues management, community events, employee communications, education materials, earned media, and a paid media program of $1.25 million. The results exceeded all expectations, including more than 86 per cent of eligible residents participating in the program and an 83 per cent satisfaction with the City-led program (Ipsos Reid polling). Within the first year, The City was well on track to meet its business goals to double the amount of recyclable material collected from the residential stream. The communications strategy won numerous awards, including an IABC Silver Leaf for community relations. (Image courtesy City of Calgary)
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