EMACORLIFE Life COR Executive Summary
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Executive Summary

The purpose of the Life COR Project was to show citizens that their involvement was and is essential to reduce and recycle the waste they generate and to encourage them to practice good habits in waste management (fraction separation and good use of collection systems) until such habits become part of a daily routine shared by all household members.

Explaining what happens when waste is left in rubbish skips was crucial in tackling the main issue: the lack of knowledge about waste, i.e., the amount of waste a person generates, where it goes, what is done with it, etc. This lack of knowledge, together with urban legends currently circulating, is a hindrance to citizens’ involvement and has an impact on the system’s efficiency.

The quantitative goals pursued were those of the Programa Metropolitano de Gestión de Residuos Municipales (Metropolitan Municipal Waste Management Programme [PMGRM]): to increase waste sorting from 31.36% in 2007 to 40% in 2012 and to increase plant treated waste from 52.20% to 90%.
The Project was mainly targeted at adults under 35, a population segment that is well-informed about waste, although unwilling to implement this knowledge into their daily lives. A qualitative study commissioned by the Área Metropolitana de Barcelona (AMB) that was used as the basis for the PGRM and the Project confirmed this fact which had already appeared in various surveys.

Taking into account that the target public is the main user of social networks, the Project was developed so that social networks played an essential part. Thus, the main activity was a 2.0 communication campaign based on virtuality and on actions to be disseminated through digital and viral marketing that had an impact on the media, both above the line and below the line. The five street marketing actions conducted were a good example.
We also proposed carrying out other more traditional yet very effective actions, such as tours of waste management plants in the metropolitan area and the implementation of training activities.

Alongside these core actions, we envisaged reinforcement activities, such as information for and dissemination to community associations for them to conduct initiatives in their respective neighbourhoods, with an additional public.

Moreover, we developed activities to compare methodologies and results, including meetings with stakeholders and transnational seminars, as well as tools allowing us to assess the level of goal attainment, such as the gathering and processing of yearly data on waste.

These were the main activities designed to reach the Project’s goals and to help create the Society of Reuse under the Framework Directive.

C1. Communication campaign: Mainly targeted at people under 35, it took shape in the “Moviment R” (R Movement) and focused on social networks, viral marketing and street marketing actions. This series of activities reached more than 7.5 million people, far above the 500,000 target of the Project.

We created a microsite, profiles on social networks and a six-episode miniseries and carried out five street marketing actions, all of which had been planned in the Project.

Moreover, we also conducted many other initiatives, mainly as a result of the synergies created by the Project. The microsite, the social networks and the digital video campaign generated more than 735,000 interactions, whereas the street marketing actions are estimated to have reached over 850,000 people.

The activities were covered by an array of media, including TV, radio and written press, with an estimated audience of over 6,000,000 people.

C2. Guided tours of the plants: The aim was to make visitors aware of the lifecycle of materials and of waste management through guided tours of treatment plants, with distinct arrangements for school pupils and adults.

A total of 14,233 people took the tour, which was far beyond the Project’s expectations of 10,800 visitors. Visitor satisfaction was very high. This activity was based on educational resources and ad hoc publications.

C3. Activities, discussions and workshops on waste: Aimed to raise awareness of the good aspects of prevention and responsible consumption in order to decrease waste generation through individual and household behaviours and to provide information about the waste management system in the AMB.

A total of 12,719 people took part in this action, which was based on audiovisual presentations, virtual tours of the treatment plants and the creation of children’s stories.

All the activities positively complemented action C2. Visitor satisfaction was very high.

C4. Awareness campaign aimed at encouraging the participation of associations in waste reduction and good management: This action was developed as a complement to actions C1 and C2 and mainly targeted community associations, their members and those participating in their activities. Various issues, essentially legal and government-related problems requiring the Project to be modified and entailing a significant gap between the technical proposal that won the bid and its implementation, delayed implementation of this initiative until 2013, after the Project was completed.

Although initial expectations were not met, we published an information booklet on waste, the metropolitan management system, the Project and the Life program, which also includes practical advice (60,000 copies). We also conducted 17 educational and training sessions and 23 mime workshops and performances.

The results of this action were largely offset by the success of actions C2 and C3.

E1. Monitoring the Project’s impact on the main target population: This action sought, through onsite surveys, to assess the impact of the actions carried out in the framework of C1 and C4. Due to technical reasons, the surveys were conducted with C2 and C3 participants. The results concerning participation and satisfaction were very encouraging.

E.2. Metropolitan environmental data: Based on defined indicators, with this action we intended to collect, process and publish on a yearly basis data on waste generation, sorting and treatment in the 36 metropolitan municipalities.

Data for 2009, 2010 and 2011 have been collected, three books, summaries and booklets have been published, and the microsite http://www.dadesambientals.cat was created so that the series can be viewed online.

F.1. Project website: The Project’s website and blog were created, and accounts were opened on Facebook and Twitter. The website attracted 5,831 visitors; the blog had 32,832 visitors; and the Facebook and Twitter accounts have 742 and 509 followers, respectively.

F.2. LIFE+ informational panels: We made six light panels and one roll-up. The panels were installed in different places in the AMB corporate buildings (hall and floors of the Environmental Department). Moreover, with the roll-up competition, they were visible at the various events presenting the Project.

F.3. Actions aimed at disseminating the Project: There were numerous actions of this kind; the idea behind the Project is dissemination. The first action was to create the Life COR brand and the Project’s graphic design style guide to ensure proper presence on all products and at all activities. Furthermore, it should be noted that we conducted more than 50 meetings with stakeholders, there was coverage by various media, and we made over 10 presentations at seminars, workshops and conferences.

F.4. Kick-off Workshop: The purpose of this action was to hold a workshop to exchange experiences and views on communication needs in waste management in order to achieve the objectives of Directive 2008/98/EC on waste and to create an informal network of public managers in Spain and Portugal. This meeting, which was very productive, was held on 3 January 2011 under the name ComuniCOR and was attended by the Concello de A Coruña, the Principado de Asturias, the Diputación Foral de Bizkaia, the city councils of Madrid, Málaga and Seville, and the Lisbon and Porto metropolitan areas. In addition, a seminar on waste and communication which brought together 123 experts was held the same day in the morning.

F5. European Seminar: It took place on 17 and 18 December with 80 people in attendance. It helped disseminate the Project and its main results and issues for the future. The second day was dedicated to exchanging experiences with European participants and to a technical tour of one of the metropolitan plants in order to explain the AMB management system. In addition to meeting objectives and expectations, relationships for the future were created and possible actions, methods and tools were noted.
All the presentations made on the 17th were videotaped. A video about the Project was produced based on the assessment made by primary stakeholders and European guests. All the material is available on YouTube and on the Project’s website.

AMB used a technical and financial management structure to develop the Project. This structure consisted of the Project’s Director, the Management Team, the Administrative Team and the AMB Executive Board. Team meetings benefited from active participation by technicians and heads from very diverse –and sometimes very



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