Recycle Now has introduced a new communications toolkit for local authorities and partners, designed to motivate public behaviour change to improve recycling.
The toolkit utilises a social norming messaging style, which aims to work by “shifting perceptions of social norms”.
Recycle Now has introduced a new communications toolkit
Its approach is based on research which found that normative messaging has “significant potential” to increase recycling when incorporated into recycling communications, according to resources charity WRAP, which runs the Recycle Now campaign.
Recycle Week
Included in the toolkit, is a range of adaptable campaign assets which have been designed for partners to roll out during Recycle Week (24-30 September).
In the wake of Blue Planet II’s impact, WRAP said, Recycle Week will focus around ‘the year we woke up to our environment’ and why recycling matters (see letsrecycle.com story).
The toolkit will also contain information on a localised Recycle Now logo for partners to use in the future.
Craig Stephens, Recycle Now’s campaign manager, said: “The new campaign toolkit brings about a step-change in the way we communicate with citizens. The norming approach is proven to make a difference, and offers a real opportunity to influence recycling behaviours.
“With a complementary new strategy, guidelines and a suite of campaign assets, partners have everything they need for effective recycling communications, all in one place. We can’t wait to see the new look and messaging go live across the country during Recycle Week.”
Normative social influence is a type of social influence leading to conformity. It is defined in social psychology as “the influence of other people that leads us to conform in order to be liked and accepted by them”.
Wikipedia
According to WRAP, normative messages work by shifting perceptions of social norms, the “un-written rules” that shape a lot of human behaviour. They will provide a positive nudge to improve recycling behaviour. This approach has been shown to increase environmentally friendly behaviour on a whole range of issues, WRAP said, including energy saving and food choices, as well as recycling.
The toolkit will make adding normative messages to business and local authority recycling communications quick and easy with ready-to-go messaging for a whole range of different communications tasks, WRAP said.
Campaign
Recycle Now is a campaign run by WRAP to help people in the UK recycle more things, more often, from all around the home. The campaign aims to encourage behaviour change across the UK to reduce the amount of waste produced and use resources in an efficient way.
Now in its 15th year Recycle Week, aims to encourage the public to recycle more, by demonstrating the benefits of recycling items from all around the home.
The new campaign toolkit can be downloaded from the Resource Library.
The post Recycle Now launches campaign toolkit appeared first on letsrecycle.com.
Source: letsrecycle.com Waste Managment
