Number of ways that we support education of our programs: CSWDI staff field visits New green bin program implementation in MR with general waste management focus 3 Rs Ambassador program for Multi-res Ongoing promotion of the City’s online waste wizard tool Collection Calendars etc/

Through curbside collection, over 10,000 street litter and recycling bins, special events, garbage and recycling bins in parks, direct receipt of materials from TS, 44 environment day events to collect HHW, free compost giveaway, electronics drop off etc.

Hard to isolate one reason or cause Wishcycling, genuine confusion, cross cultural barriers with new programs, changing nature of packaging (multi-material) Meant to be multi-yr campaing and focus with complementary in field support and enforcement (MLS, contractor training, support through on the ground building visits)

Literally our industry – garbage in garbage out (GIGO) Issue in the US and UK as well > anywhere with mixed material recycling programs

Just one resident comment to the article – from a engaged citizen who cares about waste management

Key themes in shaping the campaign Key themes in shaping the campaign. Focus on providing residents with many of the why’s recycling contamination causes issues Different potential causes to trigger action: cost, social well being, ineffiency and environmental Triple bottom line

Edutainment Definition is content designed both to educate and to entertain. It includes content that is primarily educational but has entertainment value, and content that is mostly entertaining but contains educational value. It has been used by governments in various countries to disseminate information via television, including soap operas to influence viewers' opinions and behaviors.

Focus on target audience – younger residents in Toronto Evidence based selection of key culprits Previous campaigns in more recent years focused on new items to add to the blue bin (MRP, Plastic Film) But we have had previous bin sin campaigns to focus on the fact that the Blue bin is not the catch all for your waste

Similar to excel gum (coffee, donut, garlic commercials for bad breath) style of animation. Cute and current Education message with humour and again - cuteness

Meet the chosen ones. Organics – is this because of tie to waste food ? Chicken on a foam tray? Green bin or blue Bin? Containers with food – no longer as diligent in washing out, more packaged foods? Textiles – I’m at a loss here, laziness, illegal dumping in outdoor bins that are not secure? Tapes – your self guided tour through a MRF, courtesy of VHS Betamax Hot Beverage cups – No for Toronto. But yes for other muni’s needed to be distinct for our muni

Cue Videos

Utilize various media vehicles to increase message visibility and accessibility Media vehicles selected hold relevance to the desired target audience

Questions Who’s your culprit? asynowi@toronto.ca Annette Synowiec