HomeMy WebLinkAboutCSD-06-042 - Litter Reduction Task Force Initiative - Cash for Trash
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Community Services
Report To:
Date of Meeting:
Submitted By:
Community Services Committee
March 27, 2006
Ken Currier, Director of Operations
Prepared By:
Ward(s) Involved:
Date of Report:
Report No.:
Subject:
Colleen Allan, Marketing Associate
All
March 13, 2006
CSD-06-042
LITTER REDUCTION TASK FORCE INITIATIVE - CASH
FOR TRASH
RECOMMENDATION:
That the City of Kitchener participate in the Litter Reduction Task Force's Cash for Trash
program.
EXECUTIVE SUMMARY:
The Litter Reduction Task Force (LRTF) is launching a program in June 2006 called "Cash for
Trash". This program aims to reduce litter through positive reinforcement of desired anti-littering
behaviour. This positive reinforcement is done by instantly rewarding people who exhibit the
behaviour we want - either picking up litter or disposing of it properly.
The LRTF is looking for the Cities of Kitchener, Cambridge and Waterloo's participation through
staff support and resources in the form of prize spotters and locations for prize voucher
redemption.
BACKGROUND:
Resulting from an invitation from Regional Council, the Litter Reduction Task Force was
established to target litter and litter laws in the community. A joint committee was formed in
2003 and includes representatives from the cities of Cambridge, Kitchener and Waterloo,
Township of Wellesley, Waterloo Regional District School Board, Conestoga College, University
of Waterloo, Ministry of Transportation and the Region of Waterloo. To-date, activities have
primarily focused on promotion and education, with the establishment of The Only Cure for Litter
is You campaign. This tagline is now well established in the Region and can be observed on
Adopt-A-Road signs, litter containers, GRT buses, and other permanent and temporary signage.
Youth oriented radio ads can be heard on stations hosted by the University of Waterloo,
Conestoga College, as well as THE BEAT. The LRTF also supports community litter clean-ups
by providing garbage bags and gloves to be dispersed by the Cities.
Report No: CSD-06-034
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Now that we've established our tagline, Task Force members agreed that moving forward with a
proactive program focusing on positive reinforcement is a natural evolution for the litter
campaign. The Cash for Trash Contest will be launched as a pilot program in June 2006.
REPORT:
The Cash for Trash Program is a creative new approach to battle litter. Project Goals include:
· Working towards Litter Reduction Task Force objective of changing behaviour through
positive reinforcement of proper behaviour.
· Reduce litter in region.
· Reduce environmental impact of litter (stormwater, wildlife, etc) through reduction of overall
litter.
During the term of the project, prize spotters (who will have official identification) will be traveling
around the region looking for people properly disposing of litter or picking up litter and disposing
it in the proper receptacles. When the spotter sees someone, the person will be instantly notified
they've won and presented with an instant prize and prize voucher. The voucher can then be
taken to Cambridge, Kitchener and Waterloo City Halls to be redeemed for a minimum $25 cash
prize. At that time a photo will be taken (if permission is granted) and their name will be entered
to win a grand prize of $1 000 at the end of the program (grand prize amount still to be
determined and will be based on budget and sponsorship dollars raised).
Strengths of the program include:
· Many studies demonstrate that positive reinforcement is more effective in changing
behaviour than "punishment" or negative reinforcement (eg. fine for littering)
· Innovative program - new take on litter reduction
· Generate publicity and awareness of problem
· Exciting program - it's easy to do and people will try to get "caught" doing the right thing.
· 1 st year success will provide incentive for future sponsors
· Working with City of Vaughn who launched this program in 2005 - gives us the ability to
learn from experience
· Opportunity for interaction between Mayors, Councillors and citizens. Demonstrates
clear commitment to litter reduction
FINANCIAL IMPLICATIONS:
The project will be funded through the existing Litter Reduction Task Force Budget and
sponsorship.
COMMUNICATIONS:
The program will be heavily communicated to the public. Promotional activities will include but
are not limited to:
· Solicit media sponsorship to support paid advertising
· Radio and print advertising using The Record, The Beat, Kool FM (for example)
Report No: CSD-06-034
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· Work with media to secure editorial coverage pre and during program
· Will publish a "winners" list on weekly basis.
· Posters around region in City facilities, schools, etc.
· Develop LRTF website with specific pages for Cash for Trash program to have one point of
contact for program.
· Brochure with detailed program information.
CONCLUSION:
The LRTF and staff feel this is an exciting new program that the City of Kitchener should
participate in. It demonstrates creativity and leadership in taking an active role in litter reduction.
Ken Currier
Director of Operations
Colleen Allan
Marketing Associate
AP