6 December 2010 - RfL Update - the London Waste and Recycling Board

10-11/03/05

Recycle for London Update







Board paper title

Paper

Recycle for London Update 10-11/03/05





Report by Colin Hall





Job Title Board Member and Chair Recycle for London

Steering Group

Date of decision Board meeting: 6 December 2010





Report



Budget

Recycle for London has re-profiled the budget and updated the business plan to

reflect the current revised budget of £3.5m. This was approved by the Recycle for

London Steering Group meeting of 19 October 2010. The revised business plan and a

summary of changes are attached as appendices to this paper.



WRAP Status

WRAP continue to be able to support the Recycle for London campaign, with

expertise, research and evidence and through the delivery of the borough service

support. WRAP is currently drafting its business plan for the coming year and once

finalised RfL will identify further opportunities to collaborate in the future.





Cost Benefit Campaign

The Steering Group have approved a revision to the timetable for the Cost Benefit

Campaign for a launch in January 2011. The revised timetable will allow London

Boroughs more time to understand the impact CSR will have on their services and to

prepare for the localisation of the campaign.





Stakeholder engagement

As part of the ongoing stakeholder engagement programme Recycle for London held

a stakeholder engagement day on 9 November to;

 encourage boroughs to submit applications for support via the RfL programme.

 To provide boroughs with an update on the Recycle for London (RfL)

communications programme and provide information on the support and

funding available.

 To provide the boroughs with an opportunity to ask questions relating to the

RfL and LWARB flats programmes.

19 boroughs and 3 waste disposal authorities attended the event and it was well

received generating three further expressions of interest for borough service support.









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10-11/03/05

Recycle for London Update



LWaRB Flats Infrastructure Programme

Recycle for London has agreed a target of £320,000 to provide borough service

support to projects that successfully obtain LWARB Flats Infrastructure Programme

funding and request RfL communications support.



The target has been set to ensure that sufficient funding will continue to be available

to deliver the agreed level of support to boroughs, via the existing Borough Service

Communication Support allocation, that was consulted on in March 2010. In the first

flats infrastructure programme round, five of the successful bidders requested RfL

communications support totalling between £80k and £100k, putting RfL on track to

meet its target.





EWWR

As the London organiser of the European Week of Waste Reduction (EWWR – 20th-

28th November 2010) Recycle for London made the decision to focus on textiles. RfL

co-ordinated a host of 'clothes swap' events across London, getting Londoners to

think differently about second hand clothes. RFL partnered with six London

boroughs and TRAID, the London based textile charity, to deliver seven clothes swap

parties across London.



The key messages were:

 When you’ve finished with an item of clothing, it doesn't have to go in the

bin

 Think differently about what you do your old clothes

 Think differently about wearing ‘second hand’ clothes



The events were very well received by the host boroughs, venues and participants

and generated significant media interest. A campaign closure report highlighting what

the events achieved and explaining the legacy of the activity is being produced and

will be available for the next LWARB meeting.



Borough Service Support

There are currently 13 active applications for borough service support being worked

up and an additional 5 successful LWARB flat applications that seek RfL funding. Two

further projects are on hold subject to further Borough clarification and a further three

expressions of interest have been received.





Recruitment

A report on staffing of Recycle for London is attached at appendix 3.





Recommendation

To note the update on Recycle for London, the revised Recycle for London Business

Plan and the Staffing Report.







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Recycle for London Update





Supporting papers/appendices

Appendix 1 – Revised Recycle for London Business Plan

Appendix 2 – Summary of revisions to Recycle for London Business Plan

Appendix 3 – Recycle for London Staffing Report









3

Blank page

10-11/03/05 Appendix 1









Recycle for London Business Plan







Delivered in Partnership with the Greater London

Authority (GLA) and the Waste & Recycling Action

Programme (WRAP)

2010 - 2013

Document Purpose:



The purpose of this document is to outline the Communications Programme

that Recycle for London intends to undertake between October 2010 – April

2013. This programme of work is being delivered in partnership between the

GLA and WRAP.

This document is supported by the detailed Project Plan and the Recycle for

London budget, which further define the Recycle for London Programme of

work.







Version Control:



Version Date Author Description

Version 1.0 6th April 2010 Anna Final draft sent to Steering

Henderson Group for approval.

Version 2.0 7th May 2010 Anna Final version for

Henderson submission to the Steering

Group

Version 3.0 25th May 2010 Anna Final version for

Henderson submission to LWaRB,

updated following Steering

Group meeting.

Version 4.0 12th October Anna Final version for

2010 Henderson submission to the Steering

Group - updated as a

result of LWaRB funding

reduction.

Version 4.1 21st October Anna Inclusion of comments

2010 Henderson from the Steering Group









Sign-Off:

This document is an official record of the project and as such requires the acceptance

and agreement of the Recycle for London Steering Group.

Approved by: Date Authorisation signature









10-11-03-05 Apx 1 - RFL Business Plan i

Table of Contents



1 Definitions .............................................................................................. 2

2 Executive Summary ............................................................................... 4

3 Policy Background ................................................................................. 6

3.1 Recycle for London’s Campaign History ..........................................................7

4 The Importance of a Communications Programme............................... 7

4.1 How the Communications Programme will Work .............................................8

4.1.1 London-wide Communications ................................................................8

4.1.2 Localisation of London-wide Communications ........................................9

4.1.3 Borough Service Communications ...........................................................9

4.2 Recycle for London Key PR Role ...................................................................10

4.3 A Local Focus for Recycle for London ...........................................................10

4.4 Stakeholder Engagement ..............................................................................10

4.4.1 Results ..................................................................................................11

4.4.2 Outcomes ..............................................................................................11

4.4.3 Ongoing Stakeholder Engagement Plan ................................................12

5 Objectives ............................................................................................ 13

5.1 Rationale Behind the Objectives ...................................................................13

5.2 Summary of Delivery Objectives ....................................................................15

6 Communications Plan .......................................................................... 18

7 Major Milestones .................................................................................. 20

8 Measuring Success ............................................................................... 21

8.1 Proposed monitoring methodology ...............................................................21

8.1.1 Measuring Behaviour Change – Consumer Research .............................21

8.1.2 Measuring Marketing Reach - Consumer Response to the Campaign ...22

8.1.3 Measuring Overall Changes to Tonnage And Converting these to CO2

Equivalent Emissions Reductions ..........................................................22

8.2 Limitations on data .......................................................................................22

8.3 Research summary ........................................................................................23

8.4 Recycle for London targets ...........................................................................23

8.4.1 CO 2 eqv emissions targets .....................................................................24

8.4.2 Target Monitoring .................................................................................24

8.5 Key Performance Indicators (KPIs) ................................................................25

8.6 Reporting ......................................................................................................26

9 Budget and Funding ............................................................................. 27

9.1 Additional Contribution from WRAP .............................................................28

9.2 Funding Draw Down......................................................................................29

9.2.1 Initial Funding Draw Down ....................................................................29

9.3 Additional Funding through Partnerships......................................................30



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9.3.1 Media Partnerships ...............................................................................30

9.3.2 Commercial and Third Sector Partnerships ............................................30

9.3.3 Additional Value Achieved through a Central Delivery Body .................31

10 Governance Arrangements .................................................................. 32

10.1 Recycle for London Steering Group...............................................................32

10.2 Recycle for London Working Group ..............................................................32

10.3 Recycle for London Stakeholder Group .........................................................32









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1 Definitions

The Greater London Authority (GLA) is a unique form of strategic citywide

government for London. The GLA has managed delivery of Recycle for London since

2003.



Borough Service Communications refers to borough specific, targeted

communications support (funding and / or advice) to support service improvements.

Support is assessed and delivered with individual boroughs, or partnerships, by

WRAP e.g. funding and advisory support for communications to accompany the

introduction of a food waste collection service by a London borough.



Localisation is the adaption of London-wide communications for use in a specific

borough. This will ensure consistency of messaging whilst allowing local information

to be added e.g. a campaign that is London-wide could then be adapted by a

borough, City of Westminster for example, and personalise with their logo and details

e.g. road show dates in the area etc.



London-wide communications activity across London will be delivered by the GLA

for example advertising on radio, London-wide press and the transport network.



London Waste and Recycling Board (LWaRB) was formally constituted in

September 2008 with funding from both central Government and the London

Development Agency, with the objectives of using that fund in Greater London to

promote and encourage the production of less waste, an increase in the proportion

that is reused or recycled, and the use of methods of collection, treatment and

disposal of waste that are more beneficial to the environment.



Recycle for London is a communications project that was established in 2003 to

deliver waste minimisation and behavioural change communication campaigns to

Londoners. It has previously been funded by London Recycling Fund, WRAP and its

most recent campaign (2008/09) was funded by the London Waste and Recycling

Board (LWaRB).



Recycle for London is now being jointly delivered by a partnership of the Greater

London Authority and WRAP.



Waste Prevention - as outlined by the Organisation for Economic Co-operation and

Development (OECD) and the National Resource and Waste forum (NRWF) toolkit

includes the following:



Strict avoidance - reducing material or energy in production, consumption,

and distribution.

Reduction at source - minimising material or energy consumption.

Product re-use - the multiple use of a product in its original form, for its

original purpose or for an alternative, with or without reconditioning.



Waste Minimisation tends to include recycling as well as the measures detailed in

Waste Prevention, above.









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WRAP’s (Waste & Resources Action Programme) works with businesses and

individuals to help them reap the benefits of reducing waste, develop sustainable

products and use resources in an efficient way.



WRAP was established as a not-for-profit company in 2000, and is backed by

government funding from England, Scotland, Wales and Northern Ireland.









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2 Executive Summary

 This document constitutes the current Business Plan for the Recycle for

London Communications Programme, a strategic partnership between the

GLA and WRAP. The programme has £3.5m of funding from LWaRB and is

worth an estimated £8.5m in total, when funding, resources and additionality

are taken into account.



 The objectives of the Recycle for London programme are in line with the

Mayor’s Draft Waste Strategy for increasing recycling rates and reducing

waste.



 Communications activity will be delivered across three distinct levels; London-

wide, localisation and Borough Service Support Communications level.



 Recycle for London will deliver multiple campaigns and PR activities to

address recycling, reuse and reduction. These will include municipal

recycling, food waste minimisation, On-the-Go recycling, WEEE, and more.

The Communications Plan that summarises planned activity will be updated

every six months, in line with the reporting milestones, to reflect the current

plans and market conditions. The localisation element of each London-wide

campaign will be developed alongside the London-wide activity.



 Borough Service Communications will deliver service level communications in

support of improvements at a borough level and will include the LWaRB Flats

Infrastructure Project. The details of these will be established as boroughs

apply for support.



 Measuring the effectiveness of communications activity is essential to the

success of this programme of work and all of the campaigns will be measured

against a combination of measures, pre-agreed by the Steering Group.

Wherever possible, the targets will include KPIs relating to delivering tonnage

and Green House Gas emissions measured in CO 2 equivalents (CO 2 eqv.)

savings.



 Local-level buy-in is essential to the success of the Recycle for London

programme at a number of levels. There will continue to be stakeholder

involvement throughout the lifecycle of this programme.



 Regular bi-annual reports will be developed to inform both the Recycle for

London Steering Group and LWaRB of the progress and success of the

programme. This will ensure that the Recycle for London programme is

achieving the defined objectives.



 The £3.5m of funding that has been agreed by LWaRB will be drawn down in

advance, on a bi-annual basis following the acceptance of a detailed financial

report and project plan.



 Overall, stakeholders are satisfied with original Recycle for London proposals

including the three levels of the communication process and the funding split

for reduction, recycling and reuse activities. A number of changes suggested





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by the stakeholders were incorporated into this document. An additional

stakeholder consultation will take place in November 2010 in light of this

updated version of the Business Plan.









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3 Policy Background

London’s municipal recycling rate in 2008/2009 was 25%. Whilst the highest

performing boroughs have rates above 40% the lowest rates are lower than 20%.

The national rate is 37% with most major English cities (such as Leeds, Bristol, and

Birmingham) some way ahead of London (Waste Data Flow 2007/08). The best

performing world cities are already recycling more than 50% of the waste they

produce.



If a tonne of recyclable materials, such as glass, cans or paper is put out for

recycling, it costs a London borough around £24 to process it, compared with £54 if

that same tonne of materials is sent to landfill instead. That's a £30 difference in

cost, for every single tonne based on gate fees at landfills. (WRAP ‘Gate Fees

Report’ 2009).



There is a wider economic argument for boosting recycling in London, in that it can

help the many new enterprises that emerge from LWaRB’s first raft of funding, and

boost green collar jobs within the city.



A forthcoming EU directive requires that the UK’s volume of municipal waste sent to

landfill reduces to 75% of 1995 levels by 2010, then 50% by 2013, decreasing to

just 35% by 2020. The EU has the power to issue fines of £150 per tonne for every

tonne of waste over these targets that is sent to landfill.



Furthermore, UK central government has set individual landfill reduction targets for

each London borough. Failure to meet these targets could result in additional fines

being handed out to boroughs, from the UK government.



WRAP’s recently updated 2010 report ‘Environmental Benefits of Recycling’ showed

that, in most scenarios, recycling is a better environmental option than incineration

or landfill on a lifecycle basis. WRAP calculated that the UK recycling rates save over

18 million tonnes of CO 2 per year through avoided primary material production. This

is equivalent to taking 5 million cars off the roads. (WRAP ‘Environmental Benefits of

Recycling 2006’) However, waste reduction and reuse provide the best green house

gas emission (CO 2 eqv.) savings. 1 tonne of waste avoided saves 2.8 tonnes of CO 2

eqv. and reuse saves up to 9 tonnes of CO 2 eqv. per tonne of actual waste reused.

(A typical tonne of reuse comprises 30% textiles, 22.5% appliances and 47.5%

furniture -LCRN Third Sector Reuse Capacity in London 2008 Report)



The communications programme will play a key role in meeting the Mayoral

environmental commitments, as new services require communications support. The

developing Waste Strategy for London sets a waste reduction target equal to 1% per

annum, a reuse target equivalent to a 12-fold increase and a recycling target of 50%

by 2020. The Environment Programme (July 2009) states that the GLA will ‘revitalise

the Recycle for London behavioural change campaign’ and ‘develop proposals for a

three-year London-wide Recycle for London campaign’.



As the Mayor also outlines in the same document, ‘London is currently not on course

to hit the 2010 recycling targets in the current London Plan, but the Mayor is keen to

work with the boroughs and businesses to redouble our efforts to ensure the 2015







10-11-03-05 Apx 1 - RFL Business Plan 6

and 2020 targets are met‘, and ‘boosting London’s recycling rate and sending less

waste to landfill is a top priority for my administration.’



Effective, consistent, coherent and well delivered communications which encourage

behavioural change is essential if the Mayor’s targets are to be achieved.



Additionally, in the Annual London Survey 2010 the public listed Climate Change

(17%) and Increasing Recycling (11%) in their top environmental concerns

indicating that there is a very real need to communicate the Recycle for London

message and change behaviours.



3.1 Recycle for London’s Campaign History

In 2003, Recycle for London set out to improve London’s recycling rate, with the

Everything Deserves a Second Chance campaign aimed at Londoners who were

already recycling but could be encouraged to recycle more frequently. Over a four

year period the aim and scope of the campaign developed and included the London,

Let’s Recycle More call to arms to drive recycling across a wider breadth of recyclable

materials. Since 2007, the project has delivered the Starve Your Bin campaign,

which in 2008/09 carried the message that recycling is easy – Londoners could

recycle glass, paper and cans wherever they were in London. It also sought to

increase recycling in London by increasing Londoners’ confidence in what they could

recycle by directing them to the Recycle for London web site for more information.

All objectives were met including awareness levels, claimed behaviour targets,

website visits and stakeholder engagement. In order to move the campaign forward,

qualitative research was carried out to explore Londoners’ motivators and barriers to

waste minimisation.



In September 2009, WRAP carried out a review of campaign creative used to drive

recycling behaviour change across the UK and the results of this indicate that

Recycle for London are well placed to develop an appropriate series of targeted

campaigns for London, as previous this concept, messaging and visual elements

tested well.









4 The Importance of a Communications Programme

A sustained programme of communications to tackle recycling, reuse and reduction is

essential to reducing amount of waste and associated CO 2 eqv. impact of London’s

waste creation. The level and quality of communications around waste behaviour

that Londoners receive over the next few years will be a critical factor in determining

whether LWaRB’s aims are met. (See Appendix 7 for LWaRB's Objectives) Research

has shown that many of householders’ barriers to recycling can be overcome by

effective communications (WRAP 'Barriers to Recycling at Home' 2008) and a key

finding of the London research was that Londoners need reassurance that their

efforts are worthwhile. Likewise, much waste prevention behaviour is influenced by

information and motivation rather than requiring the provision of a service - so

communications are key to influencing that waste prevention activity by

householders (and others).









10-11-03-05 Apx 1 - RFL Business Plan 7

Service provision is essential to enable recycling, but supporting communication is

needed to direct people to it. As stated in the Household Waste Behaviour in London

2005 Report and Brook Lyndhurst March 2006 Report; ‘increased provision of

facilities for flats has opened up opportunities to recycle, but significant proportions

of households are still unaware of where to recycle locally.”



LWaRB is investing in a major flat infrastructure investment project which will benefit

from this communications programme, and many of the other LWaRB funded

ventures will rely on a stream of recyclable materials from London in order to

operate. This wider impact is an important, albeit difficult to quantify, benefit of a

communications programme on this scale.



One of the advantages of a regional London-wide communications programme is that

consistent messaging can achieve increased reinforcement, higher recognition and

greater cut through of the key messages to Londoners where ever they live, work or

spend their free time. This is particularly important in London with its highly mobile

and transient population where residents regularly cross borough boundaries.





4.1 How the Communications Programme will Work

Recycle for London’s expanded remit will address waste prevention through reuse,

reduction and recycling campaigns, in accordance with LWaRB’s Business Plan. This

expansion calls for a programme of communications of greater scope and complexity

than before, incorporating a number of focussed themes rather than a single

recycling campaign, as in 2008/09.



The delivery of communications will take on a more targeted approach. Firstly, it is

apparent that committed recyclers and non-committed recyclers have very different

motivators and barriers to recycling. Secondly, the Defra Waste Prevention Evidence

Review has found that reuse and reduction behaviours do not necessarily have clear

links to recycling behaviour. The public do not have an association with either term,

or link their behaviours to recycling. Motivators for reuse and reduction actions are

random and varied. Each distinct action (e.g. use fewer carrier bags, use charity

shops, cook leftovers etc) should be communicated distinctly and not necessarily

related to waste issues. WRAP is currently developing its understanding on how to

communicate most effectively with the public on the various waste prevention

behaviours.

4.1.1 London-wide Communications

Recycle for London will run London-wide marketing campaigns over the course of

2010 to 2013, as appropriate, with the aim of delivering behaviour change across

reduction, reuse and recycling.



Proposed London-wide campaigns include municipal recycling, and a reuse campaign

to drive donations and/or customers to London’s reuse network as its capacity

develops over time. Campaigns will draw on successful existing campaigns as

appropriate and will be developed by the GLA and WRAP’s National Consumer

Campaign team.



London-wide activity will work in tandem with localisation, whereby boroughs apply

local detail to the London wide artwork and then deliver through local media





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channels. Communications plans will be shared with stakeholders in advance and

boroughs will be able to localise those London-wide campaigns that they feel match

their own priorities in terms of material types, behavioural messages etc.



The London-wide element of Recycle for London media budget amounts to £525,000

over three years, with this value figure expected to increase through anticipated

media partnerships.



Of the Recycle for London partners, the GLA will lead on London-wide activity,

notably in buying London-wide media via the Transport for London media contract.

This process will be managed by the GLA Head of Marketing and the Recycle for

London Marketing Executive.



London-wide media is likely to include channels that individual boroughs cannot

easily use (as they cover a wider geographical area than a distinct borough), for

example online, radio, bus backs, and tube car panels.



Messages will be broad enough to apply across borough boundaries and local detail

can be applied through the localisation element.

4.1.2 Localisation of London-wide Communications

The localisation element of the Recycle for London Programme consists of £925,000

over three years specifically to deliver the London-wide communications at a local

level as appropriate for specific London boroughs. This funding will complement the

£525,000 allocated for London-wide communications and is in addition to the

£1,375,000 for Boroughs to support communications projects to promote the correct

participation in local services.



This support will be delivered by the GLA in order to ensure the effective localisation

of the London-wide activity. These activities will be delivered in conjunction with the

boroughs and they will be required to monitor the impact of the communications

wherever possible.

4.1.3 Borough Service Communications

The new Borough Service Communications element of the Recycle for London

Programme consists of £1,375,000 over three years specifically to support borough

level communications activity which promotes local services. This includes the

provision of support to boroughs funded through the LWaRB Flats Infrastructure

Project. This is in addition to the funding for the localisation of London wide

campaigns.



This will be delivered by WRAP which has extensive experience of supporting local

authorities in this way. The allocation of funding and implementation of projects will

be delivered according to existing tried and tested procedures of WRAP, adjusted to

the specific requirements of the LWaRB funding and Recycle for London programme.



Each local communications ‘project’ will have access to WRAP technical and

communications advisory support and will be coordinated to tie in with London-wide

and National communication activity where appropriate.









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Borough Service Communications projects will set objectives for delivering tonnage

and contribute to CO 2 equivalent savings which will be measured and reported

against throughout the life of the programme.



The communications activities that are funded will prioritised in line with the

established Recycle for London objectives. (Section 5) The funding will be

monitored to ensure that there is an even as possible distribution across all the

London boroughs.





4.2 Recycle for London Key PR Role

Recycle for London will maximise PR opportunities with using the London press to

communicate key messages around reduction, reuse and recycling. This will be

complemented by national level press activity by WRAP.



During late 2008, a number of negative press stories ran on the state of the recycled

materials market which had a very real risk of increasing cynicism among the public

and undermining their recycling behaviour. The major lesson learnt was that a

respected and established brand such as Recycle for London could counter negative

press by swiftly offering facts, encouragement, good news stories, and reassurance

to continue with recycling behaviours through the media.



Utilising the GLA’s press team, and working with WRAP who assist in co-ordinating

regional press releases, Recycle for London will promote positive media coverage

anticipating and reacting to changes in the waste and recycling landscape.





4.3 A Local Focus for Recycle for London

Over the next three years, Recycle for London are proposing to spend 66% of the

communications budget on local activities, both on localisation of the London wide

campaigns and on direct support to boroughs for promoting local services. This

represents a major change in the way the budget is spent through a recognition that

some elements of the programme need to be delivered at a borough level in order to

change Londoners waste and recycling behaviours.. The new partnership with WRAP

also brings significant expertise in local communications and technical support to

ensure that these resources will be targeted in order to achieve maximum impact.





4.4 Stakeholder Engagement

We have recognised that the active participation of the boroughs is essential to the

success of the programme. A 60 day stakeholder engagement exercise was

organised during 12th February to 15th April 2010 to review and discuss the strategy

approved by LWaRB. The engagement period ran from 12th February to 15th April

2010. In order to reach a wide range of stakeholders the stakeholder engagement

period incorporated the following activities:

 An announcement letter to all London boroughs and waste authorities

 Proposals summary document and presentation slides sent to all boroughs

and waste authorities

 A launch event at City Hall on the 2 March 2010







10-11-03-05 Apx 1 - RFL Business Plan 10

 Representation at a number of established meetings through presentations

and Question and Answer sessions, this included the London Community

Resource Network and London Sustainability Exchange.



The aim of the stakeholder engagement exercise was to help shape and develop the

priorities for the overall programme and to ensure that the proposals reflect local

recycling and waste prevention issues.

The launch event at City Hall was run in the format of an initial presentation followed

by break-out groups where three key questions relating to our proposals were

discussed. The event was attended by 26 (79%) boroughs and four (100%) waste

authorities, those boroughs not represented were contacted to request feedback and

as a result of this an additional four boroughs fed into this Stakeholder Engagement

process.



Our proposals were also presented to the following groups and gained widespread

support.

 London Environment Directors Network (LEDNet) on 1st March 2010

 Association of London Cleansing Officers (ALCO) on 12th March 2010

 Transport and Environment Committee (TEC) on 18th March 2010

 London Recycling Officers Group (LROG) on 25th March 2010

4.4.1 Results

Overall there was a consensus agreement from attendees that we were taking the

right approach by increasing the amount of funding available for local spend,

particularly in terms of the value of the already established brands/identities at a

borough level.



The proposals for the split of funding across reduction, recycling and reuse were

accepted as being broadly right; however, some concern was raised as to the

readiness of the reuse network across London as reuse is a relatively new area of

focus in the waste arena. As a result Recycle for London has decided to focus on

reuse in the second half of the programme to enable time for services to be

established.



There was a consensus among attendees that we were focussing on the right

materials, however textiles were also identified as a key material for targeting.



The Stakeholder Engagement Report can be found in Appendix 4

4.4.2 Outcomes

Recycle for London has taken into account the results of this round of stakeholder

engagement and has made a number of alterations to this Business Plan and to the

plans for the management of the programme, including:

 There will be an increased PR focus on reduction activities as represented in

the Communications Plan – Section 6.

 Reuse communications plans will take careful consideration of the capacity of

the network and campaign activity is likely to happen in the second and third

years of the programme to synchronise with the network’s anticipated

improvement.

 A transparent and simple funding process will be established and will be

readily accessible to all local authorities. This is currently being worked up





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and initial thoughts have been presented in the Communications Summary

Report.

 All Project plans for London-wide communications will be established with

weighting given to engaging boroughs early on in the process.

 The Recycle for London team will investigate the validity and need for

campaigns to focus on specific communities within the London population.

 A plan for ongoing stakeholder engagement over the life-cycle of this

programme has been established, as detailed below.

4.4.3 Ongoing Stakeholder Engagement Plan

Ongoing stakeholder engagement is essential to the continued success of the

Recycle for London programme and the following methods will be employed to

ensure that there is continual dialogue with London boroughs:

 Continued representation and updates at LROG, ALCO, TEC and LEDNET

meetings

 Utilising existing bulletins and newsletters with their existing circulation lists

to provide ad hoc updates on Recycle for London activities and plans. These

included LROG, ALCO News Bulletin, WRAP Communications Newsletter and

the WRAP Newsletter.

 Create two new Recycle for London newsletters that will be sent to the

stakeholder contacts already identified in the course of the initial engagement

activities. The first newsletter will be bi-annual and produced in line with the

6 monthly reports to LWaRB detailing activities that have taken place and

future dates and plans. The second newsletter will be a special ad hoc

Recycle for London bulletin to inform stakeholders of key messages outside of

bi-annual newsletter.

 Annual City Hall showcase events where we will inform stakeholders of the

achievements and developments of the Recycle for London programme and

request feedback on future plans along with sharing best practice.

 Steering Group members, and other Recycle for London staff, are expected to

utilise their existing networks to actively promote the aims and work of the

Recycle for London programme on an ongoing basis over the lifetime of the

programme.

 Creation of an online presence. Exactly what this will be is currently being

scoped.

 Recycle for London members will attend seminars and events throughout

London as they arise to promote the programme of work and facilitate

networking.

 Recycle for London has established a Sounding Board of borough

representatives that can be routinely used to test campaigns concepts as

required in order to gauge the level of support and identify potential issues

with concepts. Seven members from a representative sample of London

Boroughs and Waste Authorities/Partnerships have been recruited and will

meet on an ad-hoc basis.

o The first meeting was held on Tuesday 24th August.



All of these measures will ensure dissemination of the Recycle for London message

across London on a regular basis, which will serve to ensure that we are meeting the

aims of the programme to communicate the need for increased reduction, recycling

and reuse and to maximise applications for localisation and borough service

communications support.





10-11-03-05 Apx 1 - RFL Business Plan 12

Additional Stakeholder Engagement to support this Business Plan is planned for early

November 2010 and this will be reflected in the next version of this document.









5 Objectives

Recycle for London proposes a programme of communications campaigns to support

the following objectives:



1. Reduce waste (with an emphasis on food)



2. Increase London’s municipal recycling rate year on year (with particular

emphasis on flats)



3. Provide communications to support new infrastructure (including ‘On-the-Go’,

business waste, food waste collections, and reuse services)



4. Reduce the volume of specific material to landfill/incinerators such as textiles,

batteries, WEEE, and furniture/other reusable products, to generate

maximum social and economic value.



5.1 Rationale behind the Objectives

 Reduction campaigning is important because it has an even greater potential

for carbon saving than recycling, and is therefore at the top of the waste

hierarchy. Food waste reduction can have a particularly meaningful impact

because food waste is 100% biodegradable and a significant source of

greenhouse gases. This objective addresses the programme’s intention to

achieve maximum CO 2 savings. 1% of reuse (~40,000 tonnes) equates to a

£5m saving on the annual waste bill whereas 1% of waste prevented

(~40,000 tonnes reduction) equates to a £6m saving on the annual waste

bill.



 We know that the municipal recycling rate is currently at 25% yet we also

know London could recycle at least 60% of material currently sent to landfill.

There is a clear need to increase the recycling rate and an obvious potential

to make gains. A municipal recycling behaviour change campaign would have

an impact on numerous LWaRB priority materials at once – namely mixed

plastics, metal and paper and board. The GLA has estimated in its Draft

Waste Strategy that achieving a London-wide recycling rate of 60% would

save £63m per annum and 1.9m tonnes of CO 2 equivalent.



 Around 95% of London homes now have door step or near entry collection of

dry recyclables. However, there is still scope to enhance these services by

improving the service provision or increasing the range of materials collected.

These service improvements will require communications to ensure effective

and improved householder participation. In addition, the next logical step is

to introduce and promote new opportunities for recycling, such as when

Londoners are travelling across the city (On-the-Go recycling), or when they

are at work (Business recycling), or through new material collections at home







10-11-03-05 Apx 1 - RFL Business Plan 13

such as food waste. This objective is to deliver communications specifically

to support such infrastructure, particularly at local level.



 There are numerous key materials and behaviour types that have not been

addressed by communications at significant scale at a London-wide level, and

that have potential to significantly improve London’s resource efficiency.

Through the Mayor’s influence the GLA intends to partner with supermarkets,

producers etc. to provide easily accessible points of return. Recycle for

London can provide the communications to support the process.





A summary of these objectives can be viewed in the Table in Section 5.2, the timings

for the individual pieces of work can be found in the Communication Plan, Figure 1,

Section 6.









10-11-03-05 Apx 1 - RFL Business Plan 14

5.2 Summary of Delivery Objectives

Comms spend

Action Output Outcomes Performance** Monitoring Connection

over 3yrs

OBJECTIVE 1: Reduce waste (with focus on food)

Food waste prevention PR focussed on Londoners informed about £0 Food to Fuel, Feed the

activities reduction scale of food going to waste. 5000, Capital Growth

(This is still an awareness

Localisation of the Love issue) GLA Food Team

Food, Hate Waste

campaign at a borough Londoners provided with

level (funded via practical guidance on waste

Borough Service minimisation

Support Comms)

OBJECTIVE 2: Increase London’s municipal recycling rate year on year (with particular focus on flats)

Municipal Recycling London-wide London-wide campaigns to £910,000 In order to achieve the Tracker survey for The Environment

Campaigns advertising campaign focus on “myth busting”, 2020 target of 50% the awareness levels Programme

across (TBC) radio, “showing the local benefit”, Breakdown: GLA projects that

press, online, outdoor and “thanks/keep going”, with London’s municipal Local impact monitoring EU landfill directive

overarching message that £360k London- recycling rate for 2010 data such as changes in

Campaigns delivered at “recycling is worthwhile” - wide should be 26.7%, 2011 tonnage, participation LWaRB Flats

a local level in reassuring Londoners and should be 28.4% and rate, capture rate or Infrastructure Project

partnership with demonstrating how an £550k 31.8% in 2012. contamination

boroughs,(would have individual’s efforts do have a localisation

borough specific real impact % and/or tonnage Analysis of recycling

information) increase in recycling rate rates at London and

Localisation provides borough at borough level (whilst local level

Support LWaRB’s flat level communications with a also factoring in the many

recycling infrastructure consistent look and feel, which other contributory

project. would include flat services factors).

comms

% increase or tonnage

Incentive scheme partnership target for recycling rates

trial, such as Talent for Trash in flats involved in the

LWaRB’s flat recycling

infrastructure project.









10-11-03-05 Apx 1 - RFL Business Plan 15

Comms spend

Action Output Outcomes Performance** Monitoring Connection

over 3yrs

OBJECTIVE 3: Provide communications to support new infrastructure (including ‘On-the-Go’, business waste, food waste collections, and reuse services

Local level comms Consistently branded Branded On-the-Go bins £1.534m London to have network Collection tonnage data Olympics, Coca-Cola,

support for roll out of street bins installed across London with of consistently branded from street teams WRAP national work

local services (such as consistent look and using Breakdown: bins for On-the-Go

food waste collection) Local communications WRAP iconography. recycling Collection tonnage data WRAP

to support services £69,000

Local level assistance for Bins promoted/explained so Non Campaign Increase in participation Business monitoring London Sustainability

boroughs to Business specific that Londoners use them activity e.g. On- (or increase capture and measures to be Exchange

communicate flat services campaigns following full the-Go reduce contamination) in confirmed in light of

as a result of LWaRB flat consultation with Householder informed and food waste and other consultation. LWaRB reuse network

investment relevant groups. educated about services £1.375m local collection systems aspirations.

services comms

Establish consistent On- Business outcomes to be Increase participation (or Borough funded

the-Go recycling confirmed in light of £90k London-wide increase capture and communications

communications across consultation. business reduce contamination) in

London engagement flats recycling services



Communications to Business performance

support business waste measures to be confirmed

recycling in light of consultation.



OBJECTIVE 4: Reduce the volume of specific material to landfill such as batteries, WEEE, textiles and other reusable products, to generate maximum

social and economic value

Targeted campaigns for Press releases, targeted Increased capture of WEEE £0.45m Increased capture of Borough wide, and WRAP national

specific material types advertising Batteries, Textiles etc. specific material to scheme or target area campaigns

and behaviours for (Material focus TBC) Breakdown: recycling/reduction to specific, tonnage data

example WEEE including Partnerships with e.g. landfill to assess increases in

activities such as LCRN Online ‘one stop’ re-use portal £75k tonnage. London Community

partnering with electrical (charity shops, Freecycle, London-wide % increase of donations Recycling Network

suppliers (Sony/ Philips Promotion myskip etc) to/ take up from LCRN

etc) and communicating In-store, supermarket £375k Tonnage diverted through Borough funded activity

store take back schemes partnership localisation reuse

to Londoners

Borough









10-11-03-05 Apx 1 - RFL Business Plan 16

Comms spend

Action Output Outcomes Performance** Monitoring Connection

over 3yrs

Communications to boost communications to local

the expansion and populations

development of the reuse

network – driving both

donations and customers

as appropriate





**The detailed performance measures and targets for each of the individual activities will be detailed within Project Initiation Documents as appropriate and will

support the overall Recycle for London Programme targets detailed in Section 8.1









10-11-03-05 Apx 1 - RFL Business Plan 17

6 Communications Plan

The Communications Plan, Figure 1, provides a snap-shot of proposed London-wide and

localisation activity. It is important to note that this is a live document and is subject to rapid

change in response to international, national, regional and local considerations.



The activities detailed in the Communication Plan will be led on a London-wide level by the GLA

with support from WRAP’s National Consumer Campaign team. Borough service support

communication activities will be on-going and will be led by WRAP and for the most part are in

addition to the planned activities detailed, these are not mapped in Figure 1 because they need

to be scoped directly with the Boroughs. Details of these activities will be provided in the regular

reports submitted to the Recycle for London Steering Group and LWaRB.



The following points also need to be recognised:

 Flexibility is retained to allow Recycle for London to respond to communications

opportunities, special events not yet foreseen, market changes, hot topics and so on.

 Planned timeframes may change as a result of cost savings generated by media buying

activity.

 Recycle Week is an annual national event organised by WRAP who set the activity focus

and timing. (In 2010 this was from 21st -27th June)

 WRAP campaigns at a national level may result in London activity being moved as a

result, in order to allow for the greatest impact possible.

 PR topics are for guidance purposes only and there are likely to be other PR activities

scheduled to capitalise on opportunities as they arise.

 The London-wide campaigns will be informed by WRAP, GLA Marketing and Recycle for

London research.

Figure 1 Proposed Communications Plan

MONTH

YEAR 1 2 3 4 5 6 7 8 9 10 11 12



April May June July August September October November December January February March



YEAR 1 General Election Recycle Week PR - New Cost Benefit Recycling Campaign

Pre-election period

6th May WEEE focus Recycling figures. - Burst 1 WEEE Give and

April 2010 – March 2011

Take Events

EWWR

w/c 20/11/10



Cost Benefit Recycling Campaign PR - New

- Burst 2 Recycling figures. New Campaign Activity

YEAR 2 Summer and On Pre-election

(following on from Cost-benefit

April 2011 – March 2012 the Go related PR

campaign)

period (TBC)

Recycle Week Reuse Activity - in conjunction with

On-the-Go Activity

On-the-Go Focus LCRN





YEAR 3 OLYMPICS

Pre-election period Mayoral Recycling Week Reduction PR PR - New

April 2012 – March 2013

(TBC) Elections(TBC) Focus TBC (Message TBC) Recycling figures.

Olympics Olympics On the

Go related PR





KEY:

Reduction Activity

Reuse Activity

Recycling Activity

PR Activity (All TBC given nature of PR activity and suitability of message)

Activity that influences plans/timings





Please Note: An evaluation period will follow on from each of the activities in order to assess the success and impact of each activity.

7 Major Milestones

The following are the major milestones for the first year (April 2010 – March 2011) of the Recycle

for London programme Changes to these timeframes are possible in light of international,

national, regional and local considerations.



 Start Date: 1st April 2010

 Completion Date: 31st March 2013





Year 1 Milestones Target Date

th

Report detailing results of the Stakeholder Engagement Period and w/c 24 May 2010

subsequent changes to the Business Plan

Recycle Week Communication activity w/c 21st June 2010



European Week of Waste Reduction activity w/c 20th November 2010



Launch of the Cost Benefit Recycling Campaign. January 2011



Give and Take Events March 2011









Reporting Milestones Target Date

st

1 Funding Draw-down report for the advanced spend planned. (October November 2011

2010 – March 2011)

6 monthly Interim Report with an overview of all Recycle for London November 2011

activity, including detailed Project plan for October 2010 – March 2011.

2nd Funding Draw-down report for the advanced spend planned (April – w/c 21st February 2011

September 2011)

Annual Report detailing and evaluating the Year 1 activities and a detailed w/c 25th April 2011

Project Plan for April 2011 – September 2011.



3rd Funding Draw-down report for the advanced spend planned. (October w/c 25th July 2011

2011 – March 2012)

6 monthly Interim Report with an overview of all Recycle for London w/c 10th October 2011

activity, including detailed Project Plan for October 2011 – March 2012.

4th Funding Draw-down report for the advanced spend planned (April – w/c 20th February 2012

September 2012)

Annual Report detailing and evaluating the Year 2 activities and a detailed w/c 30th April 2012

Project Plan for April 2012 – September 2012.



5th and final Funding Draw-down report for the advanced spend planned. w/c 23rd July 2012

(October 2012 – March 2013)

6 monthly Interim Report with an overview of all Recycle for London w/c 15th October 2012

activity, including detailed Project Plan for October 2012 – March 2013.

Annual Report detailing and evaluating the Year 3 activities w/c 29th April 2013

Final Report summarising Recycle for London 3 year campaign and w/c 27th May 2013

evaluating success.

Please Note: These milestones may change subject to the factors detailed in Section 6

Milestones will be updated with more detailed information with each Interim and Annual Report.

Due to the timing of reports a full evaluation of all activities that occur within that period may not

be possible. However, all activity will be evaluated and will be captured in subsequent reports.









8 Measuring Success

There is a clear need to monitor the effectiveness of the Recycle for London Communications

Programme in order asses the level of impact it has had. It is proposed that the combination of

local and London-wide activity will jointly lead to sustained behavioural change. This will be

measured at the local level and we need to accept that this result is due to a combination of

factors; it would be artificial to identify the impact of the different communications activities.



To date, evaluation of the Recycle for London campaign, and of the national Recycle Now

campaign, has used consumer tracking to understand the awareness levels, message delivery

and claimed consumer response to the campaign. This claimed behaviour is an accepted step on

the path to behaviour change. The research also enables us to understand the extent to which

the campaign is reaching its audience. WRAP has been working at the forefront of this practice

for the past five years and conducts evaluation to the highest standards. An evaluation

methodology is produced which is externally verified and peer reviewed.



When working with local level campaigns, WRAP will work with the boroughs to increase recycling

rates and tonnage (along with other performance data such as participation and capture rates) as

a result of the support provided



It is essential that each of the communication campaigns is evaluated using a combination of

measures, which reflect the campaign objectives, behavioural change required, and, wherever

possible, including tonnage and CO 2 eqv. figures. Using a combination of measures will ensure

that the investment in the campaign is contributing to actual behaviour, and increase the

knowledge base to ensure the campaign is continually optimised. The evaluation measures will

be approved by the Steering Group ahead of the implementation of a campaign or activity.





8.1 Proposed monitoring methodology

Recycle for London is proposing a number of measures to enable our success to be easily

identified and measured.



8.1.1 Measuring Behaviour Change – Consumer Research

 Current quantitative tracking surveys will be extended to understand Londoners attitudes

towards recycling, reusing and reducing. Surveys will include questions on the extent of





10-11-03-05 Apx 1 - RFL Business Plan 21

householders’ recycling efforts to demonstrate increases during the campaign in levels of

recycling and accomplishment in using services provided.

 Continue to track Londoners knowledge and considerations of these issues

 Tracking of communication effectiveness (campaign awareness and message take out)

 Qualitative Consumer Discussion Groups, to understand how recycling, reusing and

reducing fits into Londoners lives and to test communication tools to understand barriers

and potential motivators.



For example, the impact of the London wide recycling and food waste prevention campaigns

will be tracked through metrics derived from resident surveys. The key metrics are the

Committed Recycler, the Accomplished Recycler and the Committed Food Waste Reducer

metrics that WRAP has used to track its national campaigns. These are kept under review to

ensure they remain accurate and robust for tracking impacts. On food waste, additional

metrics that capture claimed behaviour are also currently being developed.



8.1.2 Measuring Marketing Reach - Consumer Response to the

Campaign

 Uplift in website visits

 Online advertising effectiveness (e.g. people clicking on online advertising to ‘find out

more’)



8.1.3 Measuring Overall Changes to Tonnage and Converting these to

CO2 Equivalent Emissions Reductions

 Borough wide (and where appropriate scheme or target area specific) tonnage data to

assess increases in tonnage.

 Local impact monitoring data such as changes in participation rate, capture rate or

contamination where appropriate



CO 2 eqv. savings will be able to be derived from tonnes diverted from landfill by applying

conversion factors through extensive research by WRAP, where the weight of different materials

diverted is known.





8.2 Limitations on data

In most cases for consumer behaviour change campaigns, WRAP carries out evaluation to assess

impact based on consumer surveys to understand changes in attitudes and actual behaviour, with

measures that help to control for over-reporting, but do not attribute increments in tonnage

diverted to specific campaigns since there are likely to be a number of other explanatory factors

contributing to perceived effects. For example, changes to services provided and

communications on similar themes from other sources.



It will not be possible to completely eliminate the potential impact of largely uncontrollable,

external factors (such as seasonal waste variations, service changes or introduction of new

services, vehicle breakdowns etc) nor clearly attribute improvements arising specifically from

LWaRB funding, WRAP funding or a borough contribution. In some cases it may be necessary to

acknowledge that a number of factors have contributed to the success of a campaign rather than

to attempt to isolate individual contributions and quantify them separately.





10-11-03-05 Apx 1 - RFL Business Plan 22

8.3 Research summary

The approach taken to measuring impact outlined above is consistent with WRAP’s existing

evaluation procedures which is approved by DEFRA and the other devolved administrations. It

will enable robust reporting of behaviour change brought about by effective communications as

well as to establish changes in tonnes diverted from landfill and convert these to CO 2 eqv.

emissions avoided (through tonnes diverted) where quantities of specific materials can be

identified.





8.4 Recycle for London targets



Overarching recycling targets for London have been developed to show:



 Household waste diverted to recycling or composting

 CO 2 eqv. emissions saved by diverting household waste to recycling or composting



The targets are based on policy targets from The Mayor’s Draft Municipal Waste Management

Strategy that was launched on 18 January 2010, and on the assumption that Recycle for London

communications could contribute a proportion of the total tonnage.



In order to fairly and effectively monitor the performance of the Recycle for London programme

the targets will be set using household waste recycling figures only. The justification for this is;

 Recycle for London campaigns will be predominantly targeted towards the households

 Commercial waste targeted through Recycle for London may or may not be municipal

 Non-household municipal waste collected varies from borough to borough and from time

to time as businesses are free to procure services from local authorities or the private

sector i.e. subject to significant external influences.

 The definition of municipal waste is currently being amended and is likely to include all

waste similar to that of household waste.



If we assume:

 A household waste growth rate of 0% per annum until 2012/13 and

 a target household recycling/composting rate of 40% in 2012/13

Then:

 The estimated amount of household recycling/composting for 2009/10 is 993,000 tonnes

and this is the baseline.

 The amount of household recycling/composting in Year 1 of the Recycle for London

programme (2010/11) will be 1,076,000 tonnes

 The amount of household recycling/composting in Year 2 of the Recycle for London

programme (2011/12) will be 1,158,000 tonnes

 The amount of household recycling/composting in the final year of the Recycle for London

programme (2012/13) will be 1,240,000 tonnes



If we assume that the Recycle for London programme of communications work could contribute

20% of the cumulative total tonnage (of 495,000 tonnes) then the communications support to

local authorities in London could result in an increase of:







10-11-03-05 Apx 1 - RFL Business Plan 23

 100,000 tonnes * of household waste diverted to recycling or composting by

March 2013



Therefore, Recycle for London is aiming to achieve an overall target of 100,000 tonnes of

household waste diverted to recycling or composting by March 2013.



(Twenty percent is considered to be an ambitious but realistic estimate of the programme’s

contribution based on previous local authority recycling/composting target setting work

undertaken within WRAP.)



This target is expected to be delivered as follows:

 17,000 tonnes in 2010/11 (approximately 1/6 of total)

 An additional 33,000 tonnes in 2011/12 (approximately 2/6 of total)

 An additional 50,000 tonnes in 2012/13 (approximately 3/6 of total)

Performance is weighted more towards the end of the three year period as there will be a lag

time between work commencing and achievements being realised.



8.4.1 CO 2 eqv emissions targets

In order to estimate the reduction in greenhouse gas emissions, measured in CO 2 equivalent, we

must make an estimate as to what the composition of recycling would be in the target years. We

have assumed that the increase in recycling will be proportional to the percentage of

recyclables/compostables currently in residual waste.



CO 2 equivalent factors for each material have been applied and these give an approximate saving

of 0.9 tonnes CO 2 equivalent per tonne of additional recycling. The savings from an increase in

recycling of 495,000 tonnes would therefore be an estimated 445,500 tonnes CO 2 eqv.



Assuming that the Recycle for London programme of communications work could contribute 20%

of the total tonnage then this would result in a permanent increase of:



 90,000 † tonnes of CO 2 equivalent avoided by March 2013





8.4.2 Target Monitoring

When measuring the impact of a communications based programme, it is necessary to obtain

information that builds up a full picture of the impact. The main target for this work would be

assessed against London-wide WasteDataFlow returns, but this would be supported by

monitoring of:

 Recycling behaviours – measured via the Recycle Now and Love Food Hate Waste tracker

for example.

 Tonnage, contamination, participation and capture levels – measured for individual

borough service projects, consistent with objectives set for each project





*

Figure rounded to nearest 100,000 tonnes.

†

Figure rounded to nearest 10,000 tonnes.



10-11-03-05 Apx 1 - RFL Business Plan 24

Infrastructural changes could also have an impact, but would not be monitored as part of this

project.





Where the communications work has succeeded, this will lead to improvements in recycling

behaviour, which should manifest itself in lower contamination levels and higher participation and

capture levels all leading to increased tonnage collected by a borough. This information supports

the claim that communications has contributed to the increase in recycling and composting seen

across London, as measured by WasteDataFlow.



It is recommended that the main target is assessed against the absolute increase in recycling and

composting over the course of the programme, irrespective of what happens to the total level of

household waste. In other words, if there is a cumulative increase in total recycling and

composting in London of 495,000 tonnes, then the target is deemed to have been met.



By ‘disconnecting’ the increase in recycling and composting from the total level of household

waste, there will be a low risk of the targets not being met in the eventuality of a larger than

expected decrease in total household waste arisings.





8.5 Key Performance Indicators (KPIs)

A number of KPIs will be developed specific to each campaign and will be tailored to the nature

of the campaign; they may include the following measures:



 Tonnes of recycling/waste collected compared against a baseline wherever possible (these

will also contribute to a total associated avoidance of CO 2 eqv. emissions);

 Contamination rates;

 Participation rates;

 Capture rates;

 Increase in the proportions of residents reporting effective food waste prevention

behaviours against an established baseline;

 Consumer recognition and awareness, Increase in the number of web-hits.



In some instances, more tangible targets are difficult to identify due to the nature of this

programme of work, as it is sometimes difficult to directly attribute statistical changes to

Communications and Marketing activities e.g. PR. However, a set of KPIs will be established prior

to each campaign.



The type of projects will also be reported against and are likely to include the following:

 Number of boroughs supported;

 Number of organisations supported;

 Number and type of different communication projects supported (this will include

communications in Low Participation Areas (LPAs), flats food waste collections etc.);

 Number of reuse projects supported.



Some projects may also be developed with an element of research, trialling or piloting that might

benefit other authorities or projects beyond the one scoped.





10-11-03-05 Apx 1 - RFL Business Plan 25

8.6 Reporting

A regular schedule of reporting will be established to track and identify the success of each

campaign and will include:

 Summary of activity undertaken

 Budget break-down

 KPI measures

 Lessons learnt



Project Initiation Documents will be developed for each of the key campaigns and submitted to

the Recycle for London Steering Group for their approval, and will include more detailed

information on the exact measures of success of each activity.



Additionally, as per the Funding Agreement, Recycle for London will provide a six-monthly interim

report and an annual report to LWaRB summarising all activities until that point in time and

including future plans. This is in addition to the Funding Draw Down Reports which will be

submitted six weeks prior to the beginning of the next six month period. The intention is to draw

funding from LWaRB on a six-monthly basis. (A schedule of these report deadlines can be found

in Section 7.)









10-11-03-05 Apx 1 - RFL Business Plan 26

9 Budget and Funding

Recycle for London has received a grant of £3.5m from LWaRB for the Communications

Programme, a summary of the budget can be seen below along with a 3 year funding profile.

(The full budget, including a detailed break-down for the first six month period, April – September

2010, has been submitted as a supplementary document ‘Recycle for London 3 year Budget’)



Budget Summary of Recycle for London 2010 - 2013



Source Type Value

London Waste and Recycling Board Cash Grant £ 3,500,000

WRAP Investment Resource £2,000,000

GLA forecast additionality Cost Savings £3,000,000

Recycle for London Programme Value £8,500,000









Recycling and Reduction Activity (incl.Campaigns ) £ 979,000

Campaigns

London-Wide Media £ 360,000

Borough Localisation £ 550,000

Non-campaign Activity e.g On-the-Go £ 69,000



Reuse Campaigns £ 450,000

London-Wide Media £ 75,000

Borough Localisation £ 375,000

Business Engagement/Messaging £ 90,000



Borough Service Support Comms* £ 1,375,000



Materials Development £ 90,000



Research and Evaluation £ 90,000



PR £ 9,000



Staffing £ 366,000



Running Costs £ 51,000



Dedicated Costings £ 3,500,000





* - Possibility for additional investment in the form of Commercial Partnerships and Sponsorship.



Please Note: This budget is indicative and is subject to change.









10-11-03-05 Apx 1 - RFL Business Plan 27

Annual Budget Profile of Recycle for London 2010 - 2013



Source Type Value

London Waste and Recycling Board Cash Grant £ 3,500,000

WRAP Investment Resource £2,000,000

GLA forecast additionality Cost Savings £3,000,000

Recycle for London Programme Value £8,500,000





YEAR 1 YEAR 2 YEAR 3 TOTAL



Recycling and Reduction Activity £ 979,000

Campaigns

London-Wide Media £ 185,000 £ 175,000

Borough Localisation £ 275,000 £ 275,000

Non-campaign activity e.g On-the-Go £29,000 £ 40,000



Reuse Campaigns £ 450,000

London-Wide Media £ 75,000

Borough Localisation £ 375,000



Business Engagement/Messaging £ 90,000

London-Wide £ 45,000 £ 45,000



Borough Service Support Comms* £ 375,000 £ 400,000 £ 600,000 £ 1,375,000



Materials Development £ 40,000 £ 50,000 £ 90,000



Research and Evaluation £ 30,000 £ 60,000 £ 90,000



PR £ 3,000 £ 3,000 £ 3,000 £ 9,000



Staffing £ 122,000 £ 122,000 £ 122,000 £ 366,000



Running Costs £ 17,000 £ 17,000 £ 17,000 £ 51,000



Dedicated Costings £ 3,500,000



* - Split is best estimate based on local borough requests for support and is subject to change.







9.1 Additional Contribution from WRAP

In addition, at least £2m of WRAP resources are projected to be deployed in London during its

current business plan period (2008 - 2011). The 2012 – 2015 WRAP Business Plan is still to be

finalised but assurances have been made of ongoing support to the Recycle for London

programme the value of which is still to be determined. These resources will be coordinated with

the Recycle for London activity and will cover the following:

 Direct funding to some London boroughs for communication activities on recycling and

waste prevention (estimated at over £700,000 over three years to London);

 One Local Communications Manager (London) covering London boroughs (focussing on

communications strategy, planning and implementation advice, ongoing support re

artwork and design) and managing funded projects;





10-11-03-05 Apx 1 - RFL Business Plan 28

 Two Waste Prevention Advisers covering London boroughs – on the ground

communications support to boroughs on community engagement in recycling and waste

prevention including training of volunteers;

 Fully funded technical support service for boroughs using a team of technical advisors

(and consultants) to help improve service performance and efficiency.



Much of WRAP’s national activity, whilst of no cost to the Recycle for London project, will also be

felt in London and will be coordinated with the Recycle for London activity, including:

 National level advertising and PR on recycling (which will impact on Londoners);

 National level advertising and PR on food waste prevention (which will impact on

Londoners);

 National level advertising and PR on home composting (which will impact on Londoners);

 Ongoing expansion of suite of recycling and waste prevention communication materials

for local authorities (e.g. adverts, templates, leaflets, bin stickers, posters, press releases

etc.);

 Commissioning research relating to best practice guidance in waste communications

practice and behavioural change;

 Food waste collection fund – more than £1.2m of this fund for capital and

communications has been allocated to London boroughs to 2011.





9.2 Funding Draw Down

LWaRB have agreed to provide £3.5m of funding to Recycle for London subject to meeting the

criteria set out in the Terms and Conditions. This funding will be drawn down on a regular basis

following the achievement of Acceptance Milestones and the submission of a detailed report to

LWaRB. It is the intention of Recycle for London to drawn down funds on a six monthly basis, six

weeks in advance of the scheduled six monthly Interim and Annual Reports so as to ensure that

funding is available for advanced media purchase etc.



9.2.1 Initial Funding Draw Down

The initial funding draw down was made on 13th April 2010 for £578,000 for the first six month

period, April – September 2010.based on the signing of the Grant Funding Agreement. This was

based on indicative and estimated costing for the following activities: the launch and first burst of

Love Food Hate Waste, communications to support the national Recycle Week at a London level,

a small level of local level communications with London boroughs, and staffing costs for the full

year (April 2010 to March 2011).



Recycle for London 1st 6-month Funding Draw-down Budget



Campaigns £350,000

Love Food, Hate Waste £300,000

Recycle Week £50,000

Local Communications £75,000

PR £3,000

Staffing £150,000



TOTAL £578,000



10-11-03-05 Apx 1 - RFL Business Plan 29

Please Note: As the Love Food Hate Waste did not go ahead the allocated budget will be re-

profiled to reflect the actual and planned spend.



9.3 Additional Funding through Partnerships



9.3.1 Media Partnerships

In 2008, Recycle for London secured a media partnership with thelondonpaper for the Starve

Your Bin municipal recycling campaign. The newspaper provided over £90,000 worth of free

advertising in exchange for logo placement on campaign material.



As the 2010-13 communications programme consists of numerous campaigns covering several

materials streams, Recycle for London will seek to attract separate media partnerships for each

campaign.



9.3.2 Commercial and Third Sector Partnerships

Recycle for London will seek to work with commercial partners to deliver elements of the

programme where those partners can add value.



For example, in 2008/09, Recycle for London partnered with Royal Mail on the Simply Drop

scheme which offered incentives to Londoners in exchange for old mobile phones and small

WEEE items. Recycle for London provided branding, PR support and liaison with Recycle for

London stakeholders, enhancing a campaign which included envelope door drops to each of

London’s 3.3m households through the postal system and resulted in donations of 40,000

devices, estimated at 10 tonnes of WEEE captured.



Elements of the programme which are considered as particularly likely to attract commercial

partnership are an incentives scheme, the On the Go project, business campaigns, furniture reuse

and potentially recycling week and aspects of Love Food Hate Waste.



Third sector partners will play a crucial role in the delivery of the programme. This will include

the development of an existing partnership with London Community Resource Network (LCRN) –

an organisation which is driving the improvement and expansion of London’s reuse network and

which has expressed a need for communications support to drive donations and customers to the

that network.



Recycle for London has begun initial discussion with London Sustainability Exchange on a

partnership to work with London restaurants and catering businesses to encourage green practice

such as waste reduction and recycling facilities.



Partnering with existing national programmes such as Business Resource Efficiency and Waste

(BREW) and NISP (Please Note: both will be working formally in coordination with WRAP from

April 2010, under the terms of Defra’s 2009 Delivery Landscape Review) and regional

programmes such as Mayors Green Procurement Code and London Leaders will enable Recycle

for London to efficiently influence the reduction, reuse and recycling of a range of commercial

and industrial waste streams and potentially access additional resources.









10-11-03-05 Apx 1 - RFL Business Plan 30

9.3.3 Additional Value Achieved through a Central Delivery Body

Through the Recycle for London ‘regional’ model the budget and creative are managed regionally

with input from local partners to ensure activity is delivered appropriately in their area. WRAP

operates this approach throughout England on programmes such as the Kent Love Food Hate

Waste campaign (see Appendix 3) and Greater Manchester’s contamination campaign. It permits

maximum economies of scale as well as engendering a consistency of approach and the sharing

of good practice, whilst allowing flexibility of approach in response to local differences.



As the GLA buys media to cover the whole of London, it achieves economies of scale, resulting in

significantly reduced costs compared to those an individual borough would incur. For example, in

December 2008 the GLA booked advertising space in over 90 London local press titles as one

single booking at a discounted rate of £109,000, in order for each borough to run local Christmas

tree recycling and collection date change information. If each borough had booked those full-

page spaces individually, the total rate card cost would have been £510,000. As well as gaining

media discounts through buying power, the GLA can utilise free advertising space on the London

Underground and bus network through its association with Transport for London. In 2008/09,

Recycle for London achieved over £1m of ‘additionality’, or additional media value achieved at no

direct cost.



Recycle for London also negotiated discounted rates with media suppliers that meant London

boroughs could purchase borough specific truck panel and lamppost banner advertising at a

reduced ‘Recycle for London’’ rate.









10-11-03-05 Apx 1 - RFL Business Plan 31

10 Governance Arrangements

The Recycle for London programme will be managed at two levels.









Recycle for London

Steering Group









Recycle for London Stakeholder

Working Group Group









Figure 2: Governance Structure Overview







10.1 Recycle for London Steering Group

The Recycle for London Steering Group will provide strategic guidance to the Recycle for London

Working Group for the purposes of developing the work programme. The Steering Group will

own and champion the Recycle for London vision and communicate the work of the programme

to senior stakeholders and decision makers and the LWaRB.





10.2 Recycle for London Working Group

The Recycle for London Working Group will be the primary point of entry (via dedicated Recycle

for London officers) into the programme for London boroughs and other key stakeholders, and

will develop and manage the Recycle for London programme under the strategic direction of the

Steering Group and in accordance with the LWaRB funding agreement and the London Waste and

Recycling Board Business Plan.

The Terms of Reference for both Groups, including membership can be viewed in Appendix 1 and

2 respectively.





10.3 Recycle for London Stakeholder Group

The Recycle for London Stakeholder Group is made up of interested parties from the Greater

London Authority, London boroughs, London waste authorities, WRAP and third sector

organisations. The group will be kept informed of campaign plans, timelines and outcomes via a

regular e-zine (roughly four sent per year) and stakeholder events held as and when required.



Members are typically manager and officer level across recycling, marketing and press.



10-11-03-05 Apx 1 - RFL Business Plan 32

Table of Appendices



Appendix 1

Terms of Reference for the Recycle for London Steering Group





Appendix 2

Terms of Reference for the Recycle for London Working Group





Appendix 3

Kent Love Food, Hate Waste Case Study





Appendix 4

Stakeholder Engagement Report -





Appendix 5

References





Appendix 6

LWaRB Letter – Amendment to LWaRB funding position





Appendix 7:

LWaRB Objectives from the 2010/11 Business Plan









10-11-03-05 Apx 1 - RFL Business Plan 33

Appendix 1: Terms of Reference for the Recycle for London Steering

Group



The Recycle for London Steering Group will provide strategic guidance to the Recycle for London

Working Group for the purposes of developing the work programme. The Steering Group will

own and champion the Recycle for London vision and communicate the work of the programme

to senior stakeholders and decision makers and the London Waste and Recycling Board.



Responsibilities

 To agree and monitor the delivery of the work programme and ensure that the

programme is delivered according to the agreed work programme.



 To agree arrangements for approving local communications projects and respective KPIs.



 To agree overarching marketing plans, major briefs and overall campaign concepts.



 To monitor the implementation of the campaign.



 To ensure that their respective organisations are kept abreast of progress.



 To approve and facilitate draw down requests by Recycle for London to LWaRB.



 To agree arrangements for expenditure sign off.



 To encourage London borough engagement in Recycle for London.



 To provide a written update report to each LWaRB board meeting.





Membership

 LWaRB Member Rep (Chair)

 Mayor Advisor for Environment

 Chief Operating Officer LWaRB

 WRAP Director

 1 x TEC member (to be confirmed following May 2010 elections)

 Chair of London Environment Director Network



Meetings

 The LWaRB Member representative will chair the Steering Group.

 The Steering Group will meet approximately eight times a year.

 A representative of the Mayor’s Office, WRAP, LWaRB and one of the other Steering

Group member organisations is required for the meeting to be quorum.







10-11-03-05 Apx 1 - RFL Business Plan 34

 Substitution is by exception only and in discussion with the Chair. Substitutes should be

of equal or more senior level to the usual Board representative.

 In order to inform the Steering Group, meetings will be attended by the following

members of the Working Group, in a non-voting capacity – GLA Policy and Programmes

Manager - Waste, Head of Local Authority Communications Support (WRAP), GLA

Marketing Manager, Recycle for London Project Manager.

 The GLA will provide administrative support.









10-11-03-05 Apx 1 - RFL Business Plan 35

Appendix 2 Terms of Reference for the Recycle for London Working Group



The Recycle for London Working Group will be the primary point of entry via dedicated Recycle

for London officers into the programme for London boroughs and other key stakeholders, and will

develop and manage the Recycle for London programme under the strategic direction of the

Steering Group and in accordance with the London Waste and Recycling Board funding

agreement and the London Waste and Recycling Board Business Plan.



Responsibilities

 To maintain a programme delivery monitoring system.



 To identify risks and unblock problems.



 To report to the Steering Group on key risks, financial expenditure and programme

delivery.



 To deliver the agreed programme deliverables.



 To engage with London boroughs and represent their views in the development of the

London wide communications campaigns.



 To work directly with London boroughs and Councils in developing their local

communication plans for waste reduction, reuse and recycling.



 To update and inform London boroughs on the content and progress of the agreed

programme and keep them regularly updated on the development of the London wide

communications plan, including an annual stakeholder event for this purpose.



 To develop and deliver the Steering Group approved London wide communications

strategy.



 To produce regular high-level summary reports for the Steering Group.



 To provide formal reports to London Waste & Recycling Board meetings.





Membership

 GLA Policy and Programmes Manager - Waste (Chair)

 GLA Assistant Director for Transport and Environment

 WRAP Head of Local Authority Communications Support

 WRAP Head of National Campaigns

 GLA Marketing Manager

 London Councils Environment Manager

 GLA Press Officer





10-11-03-05 Apx 1 - RFL Business Plan 36

 1 x London Borough Heads of Service

 LWaRB Communications Officer

 Recycle for London Project Managers (GLA and WRAP)





Meetings

 To meet fortnightly

 To attend the Steering Group meeting as required

 Secretariat to be provided by GLA and WRAP

 To organise and attend other meetings as required (e.g. technical issues meetings

regarding data management).









10-11-03-05 Apx 1 - RFL Business Plan 37

Appendix 3: Kent Love Food, Hate Waste Case Study









10-11-03-05 Apx 1 - RFL Business Plan 38

Appendix 4: Stakeholder Engagement Report





Key to the success of Recycle for London’s three year plan is the involvement and buy-in of

London boroughs and waste authorities. In order to engage these organisations Recycle for

London held a 60 day stakeholder engagement period from 12 February to 15 April 2010.



The stakeholder engagement period incorporated:

 An announcement letter to all London boroughs and waste authorities

 Proposals summary document and presentation slides sent to all boroughs and waste

authorities

 A launch event at City Hall on the 2 March 2010

 Representation at a number of established meetings through presentations and questions

and answer sessions

 Presentations and meetings with London Community Resource Network and London

Sustainability Exchange



The outcomes of the 60 day period are detailed below and have been used to inform and develop

the Recycle for London Business Plan.



The Recycle for London team would like to express its thanks to all those involved in taking the

time to attend an event and provide feedback. You input is invaluable.





Launch Event at City Hall – 2 March 2010

The launch event was attended by 26 boroughs and four waste disposal authorities. (Those local

authorities that did not attend this event received a follow up email requesting their input and we

received feedback from an additional four boroughs as a result of this.) The four Policy

Objectives were presented and three key questions put to attendees for discussion in focus

groups. These questions were:



1. Do the proposals take the right approach with increased local spend with some overriding

London-wide activity? If not, why not?

2. Have we got the right emphasis of spend on reduction, reuse and recycling activities? If

not, why not?

3. Are we focussing on the right materials? If not, why not?



Question 1:

Overall there was a consensus agreement from attendees that we were taking the right approach

by increasing the amount of funding available for local spend, particularly in terms of the value of

the already established brands/identities within local communities.



Other key themes to emerge from this were:

 There is a real need for sufficient lead times in a Communication Plan and for the services

to be in place within the local authority

 Some groups have already been identified as having low recycling rates will need to be

targeted specifically, which may be more valuable at a London-wide level

 The value of a consistent approach supported by a centralised resource was identified.



10-11-03-05 Apx 1 - RFL Business Plan 39

 Reuse communications should be planned with consideration given to the capability of

London’s reuse network.





Question 2:

The proposals for the split of funding across reduction, recycling and reuse were accepted as

being broadly right, however, some concern was raised as to the readiness of the Reuse Network

across London as reuse is a relatively new area of focus for Recycle for London. As a result

Recycle for London has decided to focus on reuse in the second half of the programme to enable

time for services to be established. A number of comments were made that considering waste

reduction/prevention is at the top of the waste hierarchy, why not a greater focus on

reduction/prevention. Recycle for London has accepted this and will dedicate more PR activity to

waste reduction/prevention.





Questions 3:

There was a consensus among attendees that we were focussing on the right materials, however

a significant number also identified textiles as a key area for targeting.



Other key themes to emerge from the focus groups, not attributable specifically to the questions

were:

 Any targets set would need to be relative and proportional and take into account tonnage

targets already in place against improved technologies like more light-weight packaging.

 The issue of contamination

 The benefit of utilising potential partners such as local businesses

 The process to obtain funding from Recycle for London would need to be simple and

clearly defined.

 It was also felt by some that the Londoner identity was a myth and came below an ethnic

and British and English identity which may lead to problems for overtly ‘London branded’

communications..





Meetings

The following meetings were presented at and feedback from participants was collected:

 LEDNet – Monday 1st March 2010

o Attended by Fiona Fletcher-Smith, Andy Richmond, Louise Bowe on behalf of

Recycle for London

 ALCO - Friday 12th March 2010

o Attended by Louise Bowe of WRAP on behalf of Recycle for London.

 TEC - Thursday 18th March 2010

o Attended by Colin Hall and Andrew Richmond of Recycle for London.

 LROG - Friday 12th March 2010

o Attended by Beth Trembath and Bert Glover of Recycle for London.



Key themes to emerge from these meetings were:

 Focus required specifically on ‘low recyclers’ and associated communities

 A requirement for clarity on the funding process





10-11-03-05 Apx 1 - RFL Business Plan 40

 Boroughs with high recycling performance could be utilised to share best communications

practice





Outcomes

Recycle for London has taken into account the results of this round of stakeholder engagement

and has made a number of alterations to the three year Business Plan. These changes include

the following:

 There will be an increased PR focus on reduction activities

 Reuse communications plans will take careful consideration of the capacity of the network

and campaign activity is likely to happen in the second and third years of the programme

to synchronise with the network’s anticipated improvement.

 All Project plans for London-wide communications will be established with sufficient lead

in times for local boroughs to be engaged early on in the process.

 The Recycle for London team will investigate the validity and need for campaigns to focus

on specific communities within the London population.

 A plan for ongoing Stakeholder Engagement over the life-cycle of this programme has

been established. (See Stakeholder Engagement Plan v3)









10-11-03-05 Apx 1 - RFL Business Plan 41

Appendix 5: References





 WRAP Waste Data Flow 2007/08 (www.wastedataflow.org)

 WRAP ‘Gate Fees Report’ 2009

 WRAP ‘Environmental Benefits of Recycling 2006’, 2010

 LCRN ‘Third Sector Reuse Capacity in London’ 2008

 GLA ‘The Mayor’s Draft Municipal Waste Management Strategy 2010’

 WRAP ‘Barriers to Recycling at Home’ 2008

 GLA/Brook Lyndhurst ‘Household Waste Behaviour in London 2005’ 2006

 London Waste & Recycling Board Business Plan 2009

 Defra ‘Waste Prevention Evidence Review’ 2009









10-11-03-05 Apx 1 - RFL Business Plan 42

Appendix 6: LWaRB Letter – Amendment to LWaRB Funding Position









10-11-03-05 Apx 1 - RFL Business Plan 43

Appendix 7: LWaRB Objectives from the 2010/11 Business Plan





What is LWARB setting out to achieve?



Mission statement: The Mission Statement for the London Waste and Recycling Board is in

effect set out in the Greater London Authority Act 1999 (as amended 2007)



“The objectives of the London Waste and Recycling Board are to promote and encourage,

so far as relating to Greater London:

a.) - the production of less waste;

b.) -an increase in the proportion that is reused or recycled;

c.) -the use of methods of collection, treatment and disposal of waste that are more

beneficial to the environment”





In doing so LWARB is required to act in accordance with the Mayor of London’s Municipal Waste

Management Strategy and in general conformity with the Spatial Development Strategy for

Greater London (the ‘London Plan’).





Goals and objectives: The goals and objectives of LWARB are set in the context of an initial

funding commitment to 31 March 2012.



The primary goals are delivery of the various elements of the mission statement and an overview

of how these will be delivered is set out below:



a) The production of less waste

LWARB views the best opportunity for it to sponsor in this area is consumer behavioural

change (both public and Small Medium Enterprises - SMEs) through effective

communication. LWARB has selected the Recycle for London Campaign (jointly managed

by the GLA and Waste & Resources Action Programme - WRAP) as the appropriate vehicle

to lead a co-ordinated approach on this. As part of its funding LWARB has requested that

additional emphasis of the campaign be given to waste reduction. Waste reduction

communications will be targeted at a reduction in the wastage of goods themselves (such

as food waste reduction targeted by the Love Food Hate Waste campaign) and secondly

by targeting a reduction in manufacturer packaging. Additionally, the Recycle for London

campaign will deliver an increased targeting of SMEs.



b) An increase in the proportion of waste that is reused or recycled

LWARB is seeking to develop London-wide reuse and recycling solutions. It is currently

working with London Community Resource Network (LCRN) and London Boroughs to look

at developing shared collection, storage and distribution facilities that can be accessed by

all 2010/11 Business Plan reuse projects across London. Additionally, with LCRN, LWARB

is assessing the feasibility of developing a London-wide web portal that provides access to

reuse and recycling options for both consumers and SMEs.

10-11-03-05 Apx 1 - RFL Business Plan 44

c) The use of methods of collection, treatment and disposal of waste that are more beneficial to

the environment.

To appreciate the requirements of this objective, LWARB has undertaken a significant gap

analysis to identify the infrastructure requirements within London in more detail. In doing

so LWARB will be able to target the use of its funds more effectively. LWARB has

identified strategic infrastructure developments that will help to deliver the Mayor’s

preferred approach to waste management in London. LWARB will take an active

approach, in both its brokering and financial assistance roles, in helping to deliver this

infrastructure.







These primary goal are supported by the following secondary goals:

 Creation of a collaborative working environment with key stakeholders (including ‡ : the

London Boroughs and the City of London, Waste Disposal Authorities (WDAs), The GLA,

waste management companies and reprocessors, private sector financiers, feedstock

providers, energy producers and users, and the third sector);

 Provision of support across the range of potential technology and non-technology

solutions;

 Delivery of a ‘London Solution’ for waste management; and

 Support for the delivery of the Mayor’s Municipal Waste Management Strategy (currently

undergoing consultation) and the Mayor’s (non-statutory) Business Waste Strategy (when

developed);









‡

List not exhaustive

10-11-03-05 Apx 1 - RFL Business Plan 45

10-11/03/05 Appendix 2









Recycle for London Business Plan

Summary of changes to reflect funding

reduction

Document Purpose:



The purpose of this document is to summarise the changes that have been

made to the 2010-2013 Recycle for London Business Plan to reflect the

impact that the Comprehensive Spending Review has had on the proposed

Recycle for London programme. The main changes to the document have

been to remove reference to a national and London-wide Love Food Hate

Waste campaign and to reduce the budget to £3.5m over three years.



Below are all the chapter and sub-chapter headings in the Business Plan. The

italics provides a commentary of the changes made within the chapter

followed by the revised text. Where no italics follow a chapter heading no

change has been made.



1 Definitions

The definition of Localisation has been amended to remove the direct reference to

Love Food Hate Waste;



Localisation is the adaption of London-wide communications for use in a specific

borough. This will ensure consistency of messaging whilst allowing local information

to be added e.g. a campaign that is London-wide could then be adapted by a

borough, City of Westminster for example, and personalise with their logo and details

e.g. road show dates in the area etc.





2 Executive Summary

The Executive summary has been amended to reflect the reduction in the

programme budget;



 This document constitutes the current Business Plan for the Recycle for

London Communications Programme, a strategic partnership between the

GLA and WRAP. The programme has £3.5m of funding from LWaRB and is

worth an estimated £8.5m in total, when funding, resources and additionality

are taken into account.





3 Policy Background

3.1 Recycle for London’s Campaign History

4 The Importance of a Communications Programme

4.1 How the Communications Programme will Work





4.1.1 London-wide Communications

Explicit reference to Love Food Hate Waste has been removed from the following

paragraph



Proposed London-wide campaigns include municipal recycling, and a reuse campaign

to drive donations and/or customers to London’s reuse network as its capacity



10-11-03-05 RFL Update Appendix 2 - Recycle for London Business Plan - v4-1 1 summary of changes 1

develops over time. Campaigns will draw on successful existing campaigns as

appropriate and will be developed by the GLA and WRAP’s National Consumer

Campaign team.



The budget reference in the following chapter has been amended from £1.3m to

£525k



The London-wide element of Recycle for London media budget amounts to £525,000

over three years, with this value figure expected to increase through anticipated

media partnerships.



4.1.2 Localisation of London-wide Communications

The budget reference in the following chapter has been amended from £1.455m to

£925k



The localisation element of the Recycle for London Programme consists of £925,000

over three years specifically to deliver the London-wide communications at a local

level as appropriate for specific London boroughs. This funding will complement the

£525,000 allocated for London-wide communications and is in addition to the

£1,375,000 for Boroughs to support communications projects to promote the correct

participation in local services.



4.1.3 Borough Service Communications

The following paragraph has been amended to include reference to RfL supporting

the LWARB Flats Infrastructure Project



The new Borough Service Communications element of the Recycle for London

Programme consists of £1,375,000 over three years specifically to support borough

level communications activity which promotes local services. This includes the

provision of support to boroughs funded through the LWaRB Flats Infrastructure

Project. This is in addition to the funding for the localisation of London wide

campaigns.



The following paragraph has been added for clarity



The communications activities that are funded will be prioritised in line with the

established Recycle for London objectives. (Section 5) The funding will be

monitored to ensure that there is an even as possible distribution across all the

London boroughs.



4.2 Recycle for London Key PR Role



4.3 A Local Focus for Recycle for London









10-11-03-05 RFL Update Appendix 2 - Recycle for London Business Plan - v4-1 1 summary of changes 2

4.4 Stakeholder Engagement

4.4.1 Results

4.4.2 Outcomes

4.4.3 Ongoing Stakeholder Engagement Plan

The following reference to the Sounding Board has been added



 Recycle for London has established a Sounding Board of borough

representatives that can be routinely used to test campaigns concepts as

required in order to gauge the level of support and identify potential issues

with concepts. Seven members from a representative sample of London

Boroughs and Waste Authorities/Partnerships have been recruited and will

meet on an ad-hoc basis.

o The first meeting was held on Tuesday 24th August.



Additional Stakeholder Engagement to support this Business Plan is planned for early

November 2010 and this will be reflected in the next version of this document.





5 Objectives

Textiles has been added to objective 4 as previously it was omitted.



Recycle for London proposes a programme of communications campaigns to support

the following objectives:



1. Reduce waste (with an emphasis on food)



2. Increase London’s municipal recycling rate year on year (with particular

emphasis on flats)



3. Provide communications to support new infrastructure (including ‘On-the-Go’,

business waste, food waste collections, and reuse services)



4. Reduce the volume of specific material to landfill/incinerators such as textiles,

batteries, WEEE, and furniture/other reusable products, to generate

maximum social and economic value.



5.1 Rationale behind the Objectives









10-11-03-05 RFL Update Appendix 2 - Recycle for London Business Plan - v4-1 1 summary of changes 3

5.2 Summary of Delivery Objectives

The following table has been amended to reflect the changes to Love Food Hate Waste and the budget allocations.

Comms spend

Action Output Outcomes Performance** Monitoring Connection

over 3yrs

OBJECTIVE 1: Reduce waste (with focus on food)

Food waste prevention PR focussed on Londoners informed about £0 Food to Fuel, Feed the

activities reduction scale of food going to waste. 5000, Capital Growth

(This is still an awareness

Localisation of the Love issue) GLA Food Team

Food, Hate Waste

campaign at a borough Londoners provided with

level (funded via practical guidance on waste

Borough Service minimisation

Support Comms)

OBJECTIVE 2: Increase London’s municipal recycling rate year on year (with particular focus on flats)

Municipal Recycling London-wide London-wide campaigns to £910,000 In order to achieve the Tracker survey for The Environment

Campaigns advertising campaign focus on “myth busting”, 2020 target of 50% the awareness levels Programme

across (TBC) radio, “showing the local benefit”, Breakdown: GLA projects that

press, online, outdoor and “thanks/keep going”, with London’s municipal Local impact monitoring EU landfill directive

overarching message that £360k London- recycling rate for 2010 data such as changes in

Campaigns delivered at “recycling is worthwhile” - wide should be 26.7%, 2011 tonnage, participation LWaRB Flats

a local level in reassuring Londoners and should be 28.4% and rate, capture rate or Infrastructure Project

partnership with demonstrating how an £550k 31.8% in 2012. contamination

boroughs,(would have individual’s efforts do have a localisation

borough specific real impact % and/or tonnage Analysis of recycling

information) increase in recycling rate rates at London and

Localisation provides borough at borough level (whilst local level

Support LWaRB’s flat level communications with a also factoring in the many

recycling infrastructure consistent look and feel, which other contributory

project. would include flat services factors).

comms

% increase or tonnage

Incentive scheme partnership target for recycling rates

trial, such as Talent for Trash in flats involved in the

LWaRB’s flat recycling









10-11-03-05 RFL Update Appendix 2 - Recycle for London Business Plan - v4-1 1 summary of changes 4

Comms spend

Action Output Outcomes Performance** Monitoring Connection

over 3yrs

infrastructure project.

OBJECTIVE 3: Provide communications to support new infrastructure (including ‘On-the-Go’, business waste, food waste collections, and reuse services

Local level comms Consistently branded Branded On-the-Go bins £1.534m London to have network Collection tonnage data Olympics, Coca-Cola,

support for roll out of street bins installed across London with of consistently branded from street teams WRAP national work

local services (such as consistent look and using Breakdown: bins for On-the-Go

food waste collection) Local communications WRAP iconography. recycling Collection tonnage data WRAP

to support services £69,000

Local level assistance for Bins promoted/explained so Non Campaign Increase in participation Business monitoring London Sustainability

boroughs to Business specific that Londoners use them activity e.g. On- (or increase capture and measures to be Exchange

communicate flat services campaigns following full the-Go reduce contamination) in confirmed in light of

as a result of LWaRB flat consultation with Householder informed and food waste and other consultation. LWaRB reuse network

investment relevant groups. educated about services £1.375m local collection systems aspirations.

services comms

Establish consistent On- Business outcomes to be Increase participation (or Borough funded

the-Go recycling confirmed in light of £90k London-wide increase capture and communications

communications across consultation. business reduce contamination) in

London engagement flats recycling services



Communications to Business performance

support business waste measures to be confirmed

recycling in light of consultation.



OBJECTIVE 4: Reduce the volume of specific material to landfill such as batteries, WEEE, textiles and other reusable products, to generate maximum

social and economic value

Targeted campaigns for Press releases, targeted Increased capture of WEEE £0.45m Increased capture of Borough wide, and WRAP national

specific material types advertising Batteries, Textiles etc. specific material to scheme or target area campaigns

and behaviours for (Material focus TBC) Breakdown: recycling/reduction to specific, tonnage data

example WEEE including Partnerships with e.g. landfill to assess increases in

activities such as LCRN Online ‘one stop’ re-use portal £75k tonnage. London Community

partnering with electrical (charity shops, Freecycle, London-wide % increase of donations Recycling Network

suppliers (Sony/ Philips Promotion myskip etc) to/ take up from LCRN

etc) and communicating In-store, supermarket £375k Tonnage diverted through Borough funded activity

store take back schemes partnership localisation reuse

to Londoners









10-11-03-05 RFL Update Appendix 2 - Recycle for London Business Plan - v4-1 1 summary of changes 5

Comms spend

Action Output Outcomes Performance** Monitoring Connection

over 3yrs

Borough

Communications to boost communications to local

the expansion and populations

development of the reuse

network – driving both

donations and customers

as appropriate





**The detailed performance measures and targets for each of the individual activities will be detailed within Project Initiation Documents as appropriate and will

support the overall Recycle for London Programme targets detailed in Section 8.1









10-11-03-05 RFL Update Appendix 2 - Recycle for London Business Plan - v4-1 1 summary of changes 6

6 Communications Plan amended to reflect the removal of Love Food Hate Waste

Figure 1 Proposed Communications Plan

MONTH

YEAR 1 2 3 4 5 6 7 8 9 10 11 12



April May June July August September October November December January February March



YEAR 1 General Election Recycle Week PR - New Cost Benefit Recycling Campaign

Pre-election period

6th May WEEE focus Recycling figures. - Burst 1 WEEE Give and

April 2010 – March 2011

Take Events

EWWR

w/c 20/11/10



Cost Benefit Recycling Campaign PR - New

- Burst 2 Recycling figures. New Campaign Activity

YEAR 2 Summer and On Pre-election

(following on from Cost-benefit

April 2011 – March 2012 the Go related PR

campaign)

period (TBC)

Recycle Week Reuse Activity - in conjunction with

On-the-Go Activity

On-the-Go Focus LCRN





YEAR 3 OLYMPICS

Pre-election period Mayoral Recycling Week Reduction PR PR - New

April 2012 – March 2013

(TBC) Elections(TBC) Focus TBC (Message TBC) Recycling figures.

Olympics Olympics On the

Go related PR

KEY:

Reduction Activity

Reuse Activity

Recycling Activity

PR Activity (All TBC given nature of PR activity and suitability of message)

Activity that influences plans/timings





Please Note: An evaluation period will follow on from each of the activities in order to assess the success and impact of each activity.

7 Major Milestones

Amended to reflect changes to Love Food Hate Waste and the revised Cost Benefit Recycling

Campaign revised timetable



The following are the major milestones for the first year (April 2010 – March 2011) of the Recycle

for London programme Changes to these timeframes are possible in light of international,

national, regional and local considerations.



 Start Date: 1st April 2010

 Completion Date: 31st March 2013





Year 1 Milestones Target Date

th

Report detailing results of the Stakeholder Engagement Period and w/c 24 May 2010

subsequent changes to the Business Plan

Recycle Week Communication activity w/c 21st June 2010



European Week of Waste Reduction activity w/c 20th November 2010



Launch of the Cost Benefit Recycling Campaign. January 2011



Give and Take Events March 2011







8 Measuring Success

8.1 Proposed monitoring methodology



8.1.1 Measuring Behaviour Change – Consumer Research



8.1.2 Measuring Marketing Reach - Consumer Response to the

Campaign



8.1.3 Measuring Overall Changes to Tonnage and Converting these to

CO2 Equivalent Emissions Reductions



8.2 Limitations on data



8.3 Research summary



8.4 Recycle for London targets

Rounded up targets from 99kt to 100kt



 100,000 tonnes 1 of household waste diverted to recycling or composting by

March 2013



1

Figure rounded to nearest 100,000 tonnes.

8.4.1 CO 2 eqv emissions targets

Rounded up targets from 89kt to 90kt



 90,000 tonnes of CO 2 equivalent avoided by March 2013





8.4.2 Target Monitoring



8.5 Key Performance Indicators (KPIs)



8.6 Reporting









10-11-03-05 RFL Update Appendix 2 - Recycle for London Business Plan - v4-1 1 summary of changes 9

9 Budget and Funding

Amended to reflect the changes in budget and communications plan



Recycle for London has received a grant of £3.5m from LWaRB for the Communications

Programme, a summary of the budget can be seen below along with a 3 year funding profile.

(The full budget, including a detailed break-down for the first six month period, April – September

2010, has been submitted as a supplementary document ‘Recycle for London 3 year Budget’)



Budget Summary of Recycle for London 2010 - 2013



Source Type Value

London Waste and Recycling Board Cash Grant £ 3,500,000

WRAP Investment Resource £2,000,000

GLA forecast additionality Cost Savings £3,000,000

Recycle for London Programme Value £8,500,000









Recycling and Reduction Activity (incl.Campaigns ) £ 979,000

Campaigns

London-Wide Media £ 360,000

Borough Localisation £ 550,000

Non-campaign Activity e.g On-the-Go £ 69,000



Reuse Campaigns £ 450,000

London-Wide Media £ 75,000

Borough Localisation £ 375,000

Business Engagement/Messaging £ 90,000



Borough Service Support Comms* £ 1,375,000



Materials Development £ 90,000



Research and Evaluation £ 90,000



PR £ 9,000



Staffing £ 366,000



Running Costs £ 51,000



Dedicated Costings £ 3,500,000





* - Possibility for additional investment in the form of Commercial Partnerships and Sponsorship.



Please Note: This budget is indicative and is subject to change.









10-11-03-05 RFL Update Appendix 2 - Recycle for London Business Plan - v4-1 1 summary of changes 10

Annual Budget Profile of Recycle for London 2010 - 2013



Source Type Value

London Waste and Recycling Board Cash Grant £ 3,500,000

WRAP Investment Resource £2,000,000

GLA forecast additionality Cost Savings £3,000,000

Recycle for London Programme Value £8,500,000





YEAR 1 YEAR 2 YEAR 3 TOTAL



Recycling and Reduction Activity £ 979,000

Campaigns

London-Wide Media £ 185,000 £ 175,000

Borough Localisation £ 275,000 £ 275,000

Non-campaign activity e.g On-the-Go £29,000 £ 40,000



Reuse Campaigns £ 450,000

London-Wide Media £ 75,000

Borough Localisation £ 375,000



Business Engagement/Messaging £ 90,000

London-Wide £ 45,000 £ 45,000



Borough Service Support Comms* £ 375,000 £ 400,000 £ 600,000 £ 1,375,000



Materials Development £ 40,000 £ 50,000 £ 90,000



Research and Evaluation £ 30,000 £ 60,000 £ 90,000



PR £ 3,000 £ 3,000 £ 3,000 £ 9,000



Staffing £ 122,000 £ 122,000 £ 122,000 £ 366,000



Running Costs £ 17,000 £ 17,000 £ 17,000 £ 51,000



Dedicated Costings £ 3,500,000



* - Split is best estimate based on local borough requests for support and is subject to change.







9.1 Additional Contribution from WRAP

Amended to reflect WRAP’s current position



In addition, at least £2m of WRAP resources are projected to be deployed in London during its

current business plan period (2008 - 2011). The 2012 – 2015 WRAP Business Plan is still to be

finalised but assurances have been made of ongoing support to the Recycle for London

programme the value of which is still to be determined.



9.2 Funding Draw Down

The following paragraph has been amended to reflect the reduction in funding.







10-11-03-05 RFL Update Appendix 2 - Recycle for London Business Plan - v4-1 1 summary of changes 11

LWaRB have agreed to provide £3.5m of funding to Recycle for London subject to meeting the

criteria set out in the Terms and Conditions. This funding will be drawn down on a regular basis

following the achievement of Acceptance Milestones and the submission of a detailed report to

LWaRB. It is the intention of Recycle for London to drawn down funds on a six monthly basis, six

weeks in advance of the scheduled six monthly Interim and Annual Reports so as to ensure that

funding is available for advanced media purchase etc.



9.2.1 Initial Funding Draw Down



9.3 Additional Funding through Partnerships



9.3.1 Media Partnerships



9.3.2 Commercial and Third Sector Partnerships



9.3.3 Additional Value Achieved through a Central Delivery Body

10 Governance Arrangements



10.1 Recycle for London Steering Group



10.2 Recycle for London Working Group



10.3 Recycle for London Stakeholder Group









10-11-03-05 RFL Update Appendix 2 - Recycle for London Business Plan - v4-1 1 summary of changes 12

Blank page

10-11/03/05 Appendix 3



Recycle for London Staffing Report





To follow.