Effective Communication Strategies for Waste Service Fee Introduction

Kutaisi Integrated Solid Waste Management Project Introducing the waste service fee: how to tell it to the public? Fourth workshop with municipal PR services November 20, 2019 17 March 2025 1

Waste Tarif and Waste Tarif Collection What information is needed? How to present this information? How to plan and communicate with population about waste payment 17 March 2025 2

The strategic triangle for communication on waste fee 1. The waste fee 2. The services 3. The clients 17 March 2025 3

The strategic triangle for communication on waste fee 1. The waste fee What is the waste fee? Mayor and municipal council have determined the waste fee for citizens, commercial sector and institutional waste producers Mayor and municipal council have formulated a clear policy for waste fee for urban areas and for rural areas We know and can explain, how the waste fee is calculated and established for the different types of clients We know and can explain, how the waste fee will be collected 17 March 2025 4

The strategic triangle for communication on waste fee 2. The services We need to know in detail the existing waste collection system, its strong sides, its weak sides We know the number of trucks, the number of employees, the quantities of waste collected, how many kilometers of streets are sweeped daily etc. In the new waste management system, the most important pillars will be new regional sanitary landfills and the closure of old landfills that were creating environmental damages. In near future also separate collection and recycling will have to be integrated into the municipal waste management systems Most of the necessary information can be extracted from the Municipal Waste Management Plans. 17 March 2025 5

The strategic triangle for communication on waste fee 3. The clients (citizens, commercial, institutional) When it comes to any kind of payment, people always want to know for what and why do they have to pay Waste fee has not only to cover collection and cleaning, but also DISPOSAL! People must understand the whole system Investigate and understand and know their opinion about the waste collection and cleaning services (urban area / rural area). This can give some hints about willingness to pay or not to pay 17 March 2025 6

From strategic triangle to conclusions / guiding questions 1. The waste fee 2. The services 3. The clients Overall objective: Create acceptance of people to pay waste fee People always want to see a result if they pay Think whether it is possible to introduce new and visible / tangible elements / services after introduction of the waste fee? Is the service you provide adequate to the required payment? Do you have to expect strong reluctance? Can you find ways to reduce this reluctance? 17 March 2025 7

From strategic triangle to communication plan 1. The waste fee 2. The services 3. The clients Communication Plan What do we need to achieve (Objectives) Whom you need to reach (Target Groups) What to tell to your target groups (Messages) How to reach your target groups (Channels, Products, Events) When to communicate what (Time Plan) How to finance it (Budget) 17 March 2025 8

Why to develop a Communication Plan Training from June 2017 A plan will make it possible to target your communication accurately. It gives you a structure to determine: Whom you need to reach What to tell to your target groups How to reach your target groups A plan will make it possible to decide better about necessary staff, budget and timing A plan will make it easier to coordinate with all other departments of the municipality A plan will be an instrument to coordinate communication with stakeholders and possibly help to mobilise external sources for financing and implementing communication activities 17 March 2025 9

Objectives What do we want to achieve? Create acceptance of people to pay waste fee Make people understand the effort and the value of the waste collection, cleaning and disposal services they are receiving Make citizens understand the need for the construction of new regional sanitary landfills and the closure of old and environmentally harmful landfills Increase awareness and understanding about new waste management system and roles and functions and new responsibilities of citizens, municipalities and the SWMCG 17 March 2025 10

Target Groups - Whom are we talking to ? Urban clients private households in bigger buildings / blocks Urban clients private households with individual houses and courtyard Rural clients Private sector (companies and business) Public administration / schools / university etc. Media NGOs Make clear profiles of each target group (how many people, general attitude, special problems, media use, how to reach them best ) 17 March 2025 11

Key Messages What are we going to tell them? The polluter pays principle this is a key principle of the EU waste fee is necessary and a key element for a modern and sustainable waste management system and complies with the key principle of the EU Each individual and each household can and should contribute through responsible behaviour to reduce waste and contribute thus to a better and environmentally friendly system (composting, avoiding plastic bags and other plastic products etc.) With the help of the waste fee municipalities will be able to sustain and improve their waste collection, cleaning and disposal system 17 March 2025 12

Elaborate central information modules to be used in all channels (images, text, infographics, interviews, stories) New waste management system new regional landfills, closing of old landfills New waste management system - roles, functions and obligations of all involved partners Introduction of separate collection and recycling in the near future (possibly address this only once decisions have been made!) Inform in detail about the financial obligations of each group of clients (private, companies, institutions) see example of Tbilservice (https://www.tbsg.ge) Explain for what collected fee is spent for good, attractive and easily understandable presentation of the collection, cleaning and disposal services provided by the municipality ( promote the good quality and performance of your service) 17 March 2025 13

Tools and activities - How do we reach them? Print - Flyers and booklets; Newsletters; Posters; Promotional materials; one basic flyer / booklet could be the main pillar of the campaign contains all information and infographics Online - website; Facebook; YouTube; news on online news agencies; the main pillar will be website and Facebook Media - Press releases and press conferences; Gamgeoba newspaper; agreements and collaboration with TV stations; radio Best would be a journalist meeting with short presentation and discussion Events / direct communication Presentations and discussions at with all target groups is necessary / temi meetings, city meetings, business associations, media and NGO briefing 17 March 2025 14

Tools and activities - How do we reach them? Target Group Communication Approach / Products / Activities General flyer explaining the waste fee, the new system etc. Direct distribution to all households Additionally reports, discussions and interviews in radio and TV. If possible, radio spot and TV spot Urban clients private households in bigger buildings / blocks General flyer explaining the waste fee, the new system etc. Direct distribution to all households Additionally reports, discussions and interviews in radio and TV. If possible, radio spot and TV spot Urban clients private households with individual houses and courtyard Temi meetings / Temi representatives need to be briefed very well to be prepared to discuss with people and provide explanations. Distribution of flyers Rural clients Direct meetings, possibly via business associations. General information flyer. Specific information sheet with details relevant for business. Private sector (companies and business) Direct meetings and or visits to the institutions. General information flyer. Specific information sheet with details relevant for them. Explore with them collaboration and joint activities on the subject of waste fees Journalist briefing - Detailed explanation and presentation. Provide background information. Keep regular contact Direct meeting and briefing. Discussion. Explore collaboration and joint activities. Public administration / schools / university etc. Media NGOs 17 March 2025 15

Some proposals for topics and activities: Organize regular consultation with the community on its problems and priorities in waste management sector Show cleaning service workers, illustrate their stories. Human stories always have a positive impact Demonstrate polluted places and talk about it s negative impact on an environment and human health Demonstrate positive achievements influenced by public participation and involvement. Cooperate with media to raise the topic and motivate them to talk and write about importance of proper waste management system which needs to be financed by public payments to provide sufficient cleaning service for keeping healthy environment. 17 March 2025 16

Example - time plan for implementing the activities 2020 2021 Product/Activity Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Elaboration of information modules Design and production of leaflets, poster, radio spot Journalist Briefing and press conference Distribution of leaflets in urban area Temi Information meetings + leaflet in rural areas Facebook and website PR Activities / Articles Create a table and highlight the month(s) in which you will implement each activity Think through very well all activities in order to roll out your communication plan. The activities might be one-time, periodic or on-going. Consider the order in which different target groups will need to know information 17 March 2025 17

Budget plan for implementing the activities Product/Activity Technical Specifications/Description Nr. of copies Unit price Total price All information about the waste fee (A4, printed front / back, full color, folded 2 times) Design and production of leaflet Make a detailed list of all activities and products you plan Get price quotes from service providers. Provide all necessary information. Here an example for a leaflet: the technical specifications for each product (ex. Leaflet, A4, printed on 2 sides, full color, folded two times, paper 120 g/m) The number of copies The price per copy The overall price Create a MS Excel file and calculate the overall budget. Simulate several variants if necessary With a well done calculation you can discuss with the administrative unit / head of Gamgeoba everybody knows then what the discussion is about 17 March 2025 18

Our project further activities Technical assistance and support on i) composting, ii) collection schemes for remote and mountainous settlements and iii) waste fee calculation / waste fee introduction Support will be provided to those municipalities or groups of municipalities that are interested in implementing pilot schemes The technical support will be complemented by support to public awareness and communication activities for the PR departments of the municipalities We will assist directly in elaborating jointly with the PR officers communication materials We will assist with financial contribution the dimension depends on the number of projects / initiatives. The condition: 70% project contribution and 30 % contribution of the municipality 17 March 2025 19

17 March 2025 20