The culture recycling campaign was developed from within the community incorporating the cultural ideals and sensitivities of those living in it. By consulting with the community throughout and working with volunteers we were able to establish the common barriers to recycling and create communications suitable for the community.
The culture campaign was delivered in four areas across Greater Manchester:
During the culture recycling campaign over 1200 residents were directly engaged with (face to face contact) through events and doorstep engagement. There were 64 recycling ambassadors recruited and trained who worked alongside 8 key leaders from the faith community.
In addition a Bollywood themed music video was launched which is now available for download.
Although the participation and tonnage results show little or no positive change in behaviour, the culture campaigns have been able to reach residents who would historically have resisted engagement through the traditional approach of door knocking.
To view pdfs of campaign materials and case studies please click on the links below:
Please click on the following links to view individual case studies by area:
After working within the community it was identified there was still confusion of which items could be recycled and in which bins.
A Free Recycling Mela was held to bring the community together whilst delivering key recycling messages. The event was held on Saturday 27th September in Broadfield Park. Activities at the event were linked to the Asian culture and included activities such as Dhol Drumming,
Bollywood performances, workshops, recycling games, free face painting, henna tattoos, crafts, a bouncy castle and cookery demonstrations. We also filmed a Bollywood themed recycling music video at the event and encouraged members of the community to take part.
Following the event drop sessions were held with residents to deliver further recycling information and also gave residents the chance to report any problems they had with their bins and ask any questions.
Oldham’s cultural recycling campaign, based in Derker and Greenacres, targeted the White British community.
After holding focus groups in the areas, the Up and Forward team found two common themes within the community; many residents had children, and both adults and children of all ages attended crafts clubs. Using this knowledge, the campaign team held a series of free children’s clubs which involved upcycling and reuse. Children took part in jam making, fruit tree planting, crafts workshops and clothes upcycling. As part of the sessions, which were held over a 4 week period, the children also took part in a recycling bin sticker competition. The winning stickers were produced and distributed to residents across both areas.
The kids clubs in both Derker and Greenacres were rounded off with family fun days to showcase the work the children had done and to bring the communities together to educate residents about recycling.
East Bury was chosen for the cultural recycling campaign as it was identified that the area had low recycling performance. During the campaign the Up and Forward Team recruited and trained 16 recycling ambassadors from East Bury. Each ambassador volunteered their own time to help improve awareness and spread the recycling message throughout the local Asian community.
Ambassadors went door to door to encourage the community to waste less and recycle more. In total, over 600 houses were visited. Residents were given help and advice with recycling and a free Re-Think Waste leftover recipe booklet available in English and Urdu was also given ou. The recipe book included hints and tips on reducing food waste and making meals from leftovers. As a result of these visits 55 recycling bin were requested by local residents.
As well as door-to-door engagement several community events were held in the area. Residents were able to take part in recycling activities and games. Cookery demonstrations showing how to waste less by using up leftover food were given by students from Bury College and residents had the opportunity to swap recipes.
To view the recipe booklet or download your free copy please click here
The cultural recycling campaign in Bolton looked to increase recycling in an area which had a mix of different cultures, languages and an influx of new residents in recent years. Residents were engaged with through meetings with the Bolton Council of Mosques (BCoM), those attending English for Speakers of Other Languages (ESOL) classes at the Willows Centre, a refugee drop in at Melbourne Methodist Church, and the jobs skills club at the Urban Care And Neighbourhood centre (UCAN). The Up and Forward team asked residents if they were facing any problems regarding waste and recycling, any barriers they were facing to recycling (lack of bins, don’t know what goes in each bin), and what they thought was important to help increase recycling in the area.
Residents spoke about how they wanted to feel part of the community and that they thought it was important for their children to understand about recycling and live in a clean area. From these discussions a community activity book was developed. The book included information about recycling, why it is important to recycle, what should go in each bin, and FAQs. The booklet also had activities for children around recycling. The booklet was accompanied by bin stickers for each bin where residents could also put on their house number. The booklet has also been translated into Gujarati and was given out door-to-door, through ESOL classes and the Ucan centre.
30 students from the Darul Uloom were trained to give out recycling information and in doorstep engagement. The students helped us to speak to local residents within the area about recycling and in some cases translated. Students from the ESOL class at the Willows Centre helped to distribute the booklet door-to-door.
To view the activity book or download your free copy please click here