High Performance Test Area Southchurch Nigel Carr - General Manager 15 September Working together to recycle 60% by 2015

Introduction What is the High Performance Test Area (HPA)? The HPA is an area of the borough identified in August 2009 to explore recycling initiatives to increase recycling rates The aim is to achieve or exceed a 60% recycling rate within the HPA Successful HPA initiatives to be rolled out across the whole borough

Why Southchurch? Southchurch was chosen as a test area based on the results of previous surveys and the resultant positive feedback We required a specific and measurable area within Southend to quantify the success or otherwise of the various initiatives trialled to improve recycling rates Southchurch is generally considered to be representative of the Borough The HPA incorporates 1028 properties and covers 25 roads.

Profile of Southchurch Southchurch ward is one of seventeen within the borough 54% of housing is detatched Population of Southchurch ward recorded in the 2001 census is 9,467, 46% of which are males and 54% females. Over 96% of residents are ethnic group white and over 92% of residents were born in England. 8 educational establishments 6 scouts groups 5 religious groups and establishments 1 library

Profile - Continued There are a wealth of opportunities in Southchurch for community engagement We have conducted a significant number of presentations and road shows.

What has been achieved to date? The campaign was launched with a door step survey to raise awareness and provide a baseline of residents attitudes and behaviours. This was completed in Oct Over 75% of residents recycle everything that they believe can be recycled The door stepping team knocked on 1028 doors and achieved an overall response rate of 48%.

Door Stepping Key Findings Over 75% of residents state that recycling is very important to them Over 80% of residents recycle even if it requires additional effort

Summary of Door Stepping Key Findings The door stepping gives us clear baseline data for the HPA from which to benchmark attitudes to recycling The survey tells us there is a high percentage of committed recyclers in the area We need to establish whether this is reflected in recycling behaviours and ultimately recycling rates. Most respondents stated a preference for written communications when asked how best to contact them with information about recycling Responses were unprompted and respondents may not have considered face-to-face communication but this is something we will test further

Case Studies Fourteen Southchurch residents took part in a four-week case study into household waste this spring and managed to achieve an average recycling rate of 78% The case studies were organised to show how the amount of waste sent to landfill can be reduced through recycling The volunteer residents were visited weekly to have their pink recycling and black refuse sacks, food waste collection bins and garden waste and textiles sacks weighed They were given a wide range of information and advice and provided with ongoing support throughout the case study to help them reduce, re-use and recycle as much as possible “I’m surprised by how much we did recycle but I didn’t do anything different. Recycling is important to me. I was brought up during the war with the rationing culture and my motto is 'waste not, want not'. I only put my black bag out for collection every four to six weeks.” Joseph Wilks

Other Initiatives Newsletters – residents who have requested receive a quarterly newsletter providing them with up to date information and up and coming events in their area. Free compost bin – all residents were offered the opportunity to receive a free compost bin 376 residents took up this offer Additional support has been provided by a free compost training workshop and supporting literature

Results to date The recycling rate has risen from 45% in August 2009 to 55% in July 2010 This equates to an overall average annual recycling rate of 50%.

What Next for the HPA? Develop plan for 2011, to include; Target of 60% recycling rate by August 2011 Engage with trial schools and youth groups Increased focus on promoting food waste. Test different motivational messages such as “thank you for putting out food waste” postcard and “you haven’t put out your food waste this week” flyer Continue multi-channel communications campaign and introduce other initiatives

Thank You