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Barcelona, 10th of June of 2011
PROJECT LIFE 08 INF/E/000187
Meeting
SUMMARYABOUT USTHE PROJECT
1. INTRODUCTION2.TOOLS3.ACTIONS
• C2-C3• C4• C1
ABOUT US
WHERE ARE WE?
The Metropolitan Authority of Hydraulic Services and Waste Treatment (EMSHTR) also known as Environmental Authority (EMA) of the Barcelona Metropolitan Area, is the Local and Public Authority created by the Catalan law 7/1987. It is competent in the management and the treatment of municipal waste of the 33 municipalities of the Metropolitan Barcelona Area. It is also competent in the water cycle.
WHO ARE WE?
Area: 560 km2
Population: 3,2 MAverage density of 5,701 population/km2
Budget: 238,6M€
Second Metropolitan Program of Municipal Waste Management (PMGRM) 2009-2016
– Reduce 10% of the generation with prevention policies.– Treatment of 100% of the waste.– Recycle 50% of the waste.– Energy recovery from the non recyclable waste.– Minimize the waste for the landfill.– Obtain the economical sustainability of the whole system (TMTR)
Sustainability and measurable policies to waste management
SUSTAINABILITY, TECHNOLOGY, COMMITMENT
Selective collection
5 fractions (organic, paper, glass, packaging and refuse)
• Collections of bulky waste• Storage depots
• Metropolitan treatment facilities
Esquema del model general de tractament dels residusa l’Àrea metropolitana de Barcelona
Triatge
Materials recuperats
Envasos Lleugers/FIRM
Mecànic biològic (compostatge)
RESTA
Mecànic biològic (compostatge o
digestió)
FORM
D.C. Cendres Volants Estabilitzat de RESTA
Valorització energètica
VoluminososTriatge / trituració
Paper i cartró
Vidre
Compost FORM
Electricitat i district heating
Valoritzacióescòries
Deposició controlada
Restauració de pedreres en bales
Restauració de pedreres en bales
Treatment model
Map of treatment facilities
• We need the citizen's involvement to reach the goals of the European Directive and the Recycling Society objectives. Environmental data
Waste Generations (2010)Amount 1.577.203 tonnes/yearPer capita 1,35 kg/population and day
Selection of waste collections %2007 31,36 %2010 37,22 % 2012 40% (expectative)
THE PROJECT
1. INTRODUCTION
1.1. PROJECTYear 2010: the European LIFE 08/NF/E 000187 Project begins. Also known as Life COR Project (acronym for Waste Objective Campaign)
COR is the principal communication instrument to obtain the objectives of the Metropolitan Programme for Municipal Waste Management (PMGRM) 2009/2016
1.2. PROBLEMCitizens are not aware of waste as a major environmental problem (cleanliness, civility)
There is no awareness of the volume (weight) of waste generated
The destination and the subsequent treatment of waste are unknown
This ignorance and the urban legends involving the credibility of the system limits the separation of household waste
To share the Directive Marc and its goal: EUROPEAN RECYCLING SOCIETY, and therefore the objectives of the 2009/2016 PMGRM
To improve the understanding of resources - products –waste
Awareness raising on the need for a sustainable management system that enables the material and energy evaluation of materials and contributes to mitigating climatic change
1.3. OBJECTIVES
To demonstrate that citizens’ action is essential for achieving the objectives of the DM and the PMGRM
To encourage citizens to change their habits and include correct domestic waste management (separation and selective collection of the different fractions) in their daily routine, shared by all members of the family unit
To achieve the rates approved in PMGRM for the 2012:
- 40% of selected collection
- 90% of waste treated before the final disposition
1.4 DURATION36 months1st of January of 2010
10th of June of 2011
31st of December of 2012
438.525,97 € spent (27’2%) 31st of December of 2012
31st of March of 2011
1.612.428 €
1.5. BUDGET
2. TOOLS
2.1. TEAMCreation of a transversal management team for the project, integrated by technical and administrative staff that meet every 15 days.
– Project manager: Anna González– Supervisor: Emili Mas– Project officer: Sandra Canadà– Financial control: Segi Abella, Elena Mustarós and Maria Helena Alamán– Administrative support: Beatriz García – International relations support: Elena Argelich– Computer programme support (acció F1) and communication support: Eduardo
Gómez i Xavier Sabaté– Image and action F2 support: Ursula Solans– Actions C2 and C3 support: Teresa López, Eva Palomino, Carme Huertas– Environmental management and action E2 support: Ana Romero i Elena Lacort
1. Workshop for all the staff that is involved one way or another with the project. Programme: The LIFE programme and its management (Common dispositions) and the communication campaigns in the digital era.
Training
Duration: 3 hoursWhen: 10th of February of
2010
Participants: 23 people
Training2. Kick off Life 08 Madrid. Participation next to all the leaders of the LIFE 08 projects from Spain and Portugal at the Kick off organized the 2nd of March in Madrid, by the general management of Environmental of the CE.
The persons that assisted to the encounter were Sergi Abella, Elena Argelich and Anna González.
2.2. STAKEHOLDERSStakeholders
Agència de Residus de Catalunya: Government of Catalonia
Municipalities: the 33 metropolitan municipalities in the area of action of EMSHTR
Municipal and metropolitan waste treatment and management companies and service concessions
Individual meetings with the metropolitan city halls:Barcelona, Cornellà, Esplugues, Gavà, Molins de Rei, Sant Adrià, Sant Boi, Sant Cugat, Sant Just, Sant Boi i Tiana.The main metropolitan areas of the Spain state and the metropolitan area of Porto and Lisbon (Portugal)
CONFAVC (Catalonian Neighborhood Associations Confederation)Universities (Vic, URL i UB)
STAKEHOLDERSStakeholders
Training centres for adults
Consumer associationsNeighbours’ associations
Unió de Consumidors de Catalunya (UCC)NEW INCORPORATIONS
FICMA (International Film Festival for the Environment)
XAL (Local Broadcasting Network)
EMAS ClubFundació Esplai
IMET (Institut Metropolità de Taxi)
Project web available from July 2010 in three laguages CAT, SPA, ENGDesigned to work with all types of emacorlife formats.
2.3. F1. WEB & BLOG Life COR
Under construction
Creation of a specific brand for the project
Creation of a brand manual for its correct application
2.4. Life COR Branding
2.5. F2. INFORMATION BOARDSA board has been designed with the basic information of the project and it is respectful with the environment.
2.6. E2. Metropolitan Environmental Data • Expected anual publication• Expected budget: 93.250 €• Indicators of progress
- 2009 publishedBook+Summary+ Pendrive+Factsheet +Online version http://www.dadesambientals.catLanguages: Catalan, Spanish, English and French.Cost: 56.320 €
- 2010 will be published soon
ACTIONS
C2-C3 ENVIRONMENTAL EDUCATION
Start date: March 1st of 2010, as planed (C2 & C3)
C2. Visits to the waste treatment plants as tools for training and communication
• Collective visits to the plants for treating and revaluating waste. The visits are for citizens to see the life cycle of their waste, the consequences of its generation and management and the operation of the treatment plants.
•• The visits to the metropolitan facilities are a very useful
instrument for informing that there is an afterwards for the waste placed by citizens in containers, and to increase the credibility of the waste management system.
• The visits to the facilities are for students and adults and will be led by environmental educators experts in waste.
C3. Talks and meetings on waste• Talks and meetings on waste: waste management;
waste treatment; composting, etc. the talks and meetings aimed at collectives are leaded by environmental educators experts in waste.
• This actions offers the following activities:- School activities- Themed talks- Workshops- Workshops for events- Participative workshops
• Target: school students, adults and families.
C2 Expected results: 15visits/month x 20 people = 10.800 people
C2. Indicator progress: 430 visits with a participation of 7.685people = 33 visits/month
C3. Indicator progress: 284 talks with a participation of 6979 people.
RESULTS:Results until March 31st.
C2 ADULTS SCHOLARS TOTAL
From 01.03.2010
Visits 112 176 288Participants 1561 3394 4955
2011 (first quarter) Visits 151
Participants 2730
2010 and 2011 Visits 439Participants 7685
C3 ADULTS SCHOLARS FAMILIES TOTALFrom 01.03.2010
Activities 27 103 25 155Participants 456 2999 622 4077
2011 (first quarter) Activities 129
Participants 2902
2010 And 2011 Activities 284Participants 6979
Expected budget: 78.000 € (C2 + C3)
Total amount of the bills payed (until March 31st): 47.503,52 € (C2+C3)
BROCHURESSupporting material for dissemination purposes
Expected factsheets
11 waste treatment facilities (1 for each facility)11 general information publications
Expected budget: 80.000€(50.000 € x 75.000 units + 30.000 x 20.000 units)
Edited products until December 31st of 2010: 26.200 units Cost: 26.431,54 €
C4. NEIGHBOURHOOD ACTIONS
Programme to encourage the involvement of NGO’s in the reduction and correct management of waste, mainly adressed to neighbourhoods associations.
Objective:They should join the programme and become active agents in the process and giving power to responsible citizens.
C4. NEIGHBOURHOOD ACTIONS For legal and administrative reasons they couldn’t start on the expected date. (Summer 2010).
Solution:• Change the type of contract form the approved public agreement to call for tenders.
1)Contracted Know how, creativity and the management of the action2)Contract of the neighbours association.
• Modify punctually the project changing the budget breakdown categories.From other cost to external assistance.• The objectives do not modify.• The budget does not modify.• The activity is concentrated in 12 months.
C1. COMMUNICATION CAMPAIGN
1. THE CAMPAIGN1.1. Microsite1.2. Viral Marketing Campaign1.3. Other Communication Actions1.4. Street Marketing1.5. Press and Media
2. KICK OFF EVENT2.1. Street Event2.2. Institutional Event2.3. Workshop with the main metropolitan areas of Spain
and Portugal
THE CAMPAIGN• The campaign began January 30th of 2011 with a street
MK action. It coincided with the Half Marathon of Barcelona. (+ than 8000 participants)
• It is a long campaign (of almost 2 years), a 2.0 campaign, designed and monitored from the beginning with social networks, using viral MK tools and generating very little waste and emissions.
• Public Tender: • - Contracted November 22nd of 2010 to Quin Team
S.L. (What’s On)
Target group
Young-adults. Internet and new technologies usersFOCUS
GROUP
POST AMPLIFIER
REST OF POPULATION
Online and offline mediaOpinion LeadersTrend setters
Activism as the heart of communicationSocial networks and Street MKProvocative and entertaining communicationOpinion LeadersInvolvement of the local councilsConventional media to support
“Organic” CommunicationDynamic Update
Communication StrategyCitizen implication
Change ofBehaviour
Inform of the “after”
Creative axis
Activism
The 3 “R”
Philosophy 2,0
Manifest
1.1. Microsite: www.moviment-r.cat
• Informative and participatory contents
• Tools to share and to encourage the participation
• Social networks
• Regular updating of the following sections:o Newso Accessionso Actions
Microsite: News editorial
Microsite: R Celebrities joining for support
Microsite: R Actions
The R Command is presented and recruits citizens
1.2 Viral Marketing Campaign1.2.1. Digital Video Campaign
Broadcasting:
• Social Networks• Local Mass Media:
o Televisiono Underground Channelo Screens in shopping mallso Citizen Attention Offices
Recording and shaking of other videos corresponding to:• Our own events • Support to the R Movement• Other events
Our own events
The BCN Half MarathonUploaded videos: 5Total views: 1.024
Our own events
La Candelera of MolinsTotal views: 185
La Carxofada of Sant BoiTotal views: 142
R Celebrities joining for support
Total views: 1.508
R Celebrities joining for support
Other events and videos of the EMA
Ludoteca of Sant Boi I Fòrum of Xesc Ecoparc
Total views: 421
Another Digital Video Campaign:“3R and Action”.
• Short TV show of 6 clips with the R Command as the connecting thread and with recreational tips for the 3R.
• Visualization in:o Social Networkso FICMA o Local televisions (XAL)
Presentation of the TV show “3R i acció” to people of reference in the blog, twitts and mass media world.
“3R i acció”
Reducció Inminent
Atipada orgànica Repara, “ o sea”, repara No Matalàs
Reciclar té molt de crèditAmor reciclat
YouTube Audience
1.2.2. Social NetworksFacebook: Home page for new users
1.2.2. Social NetworksFacebook: dynamisms at the wall
1.2.2. Social NetworksFacebook: dynamism at our friends pages walls
1.2.2. Social NetworksFacebook evolution: UsersNew users “I like”: People who have enjoyed the page. Total users of “I like”: People who have ejoyed the page till May 15th of 2011
1.2.2. Social NetworksFacebook evolution: Demography
1.2.2. Social NetworksFacebook evolution: InteractionsNumber of times that people (friends or not friends) have seen a post by The R Movement page
1.2.2. Social NetworksTwitter: daily dynamism of twitts of the R Movement and
retwitts of others…
1.2.2. Social Networks
Twitter evolution
1.2.2. Social Networks
Followers: 341Twitts: 399
1.2.2. Social NetworksPicasa: Publication of event photography's of the R movement or of other events where the R movement has been present.
1.2.2. Social NetworksPicasa
Microsite evolution + Facebook + Twitter
1.2.2. Social Networks
1.2.3. Other communication actionsPONLE UNA R (in process)
Recognition of the initiatives that contribute to the knowledge and use of the 3R
1.2.3. Other communication actionsCelebrities ROpinion leaders used as prescriptors
Contests: 1st Recycled Poetry contest
1.2.3. Other communication actions
Contests:Awards
1.2.3. Other communication actions
Merchandising.
1.2.3. Other communication actions
Merchandising.
1.4. Street Marketing
• The R command is an action group that recruits activists in publics spaces.
• 5 actions• Filming of the action for its future visualization
Mitja Marató BCN 01.30.2011
1.4. Street Marketing
1.4. Street MarketingLa Candelera de Molins 02.05.2011
1.4. Street MarketingLa Carxofada de Sant Boi de Ll. 04.03.2011
1.4. Street Marketing: audience
1.5. Press and Media• Systematic communications with the on and offline media
to achieve the maximum amplification of the message.
1.5. Press and MediaOn line repercussion
1.5. Press and MediaMETROPOLITAN INSTITUTE OF THE TAXI
1.5. Press and MediaCommunication pieces for the City Halls.
1.5. Press and MediaMedia presence: Campaign launch
1.5. Press and MediaMedia presence: Campaign launch
Media presence: Street Mk
1.5. Press and Media
Expected 12.31.2012
Kick Off event: 5.000 peopleViral Mk: 250.000 peopleDigital YouTube: 200.000 people
Indicator progress 05.15.2011
Kick Off event: +122.000 peopleViral Mk: 335.317 viewsDigital YouTube: 4.305 viewsMedia repercussion: + 507.119 impactes
KICK OFF EVENT30-31st of January of 2011
2.1. STREET EVENT
The R Movement at the Half Marathon of Barcelona.
T‐shirts
Adhesives
2.1. STREET EVENT
Indicators of progress: 132 people attending the meeting, number of cities and waste treatment entities
2.2. KICK OFF CONFERENCEWaste and Communication
Waste and Communication Manager NetworkSpain and Portugal
• A Coruña, (Área de Medio Ambiente, Sostenibilidad y Movilidad del Concello de A Coruña)
• Asturias, (COGERSA)• Barcelona (EMSTHR)• Bizkaia, (Diputación Foral de Medio
Ambiente de Bizkaia)• Lisboa, (VALORSUL)• Madrid, (Parque Tecnológico
Valdemingómez)• Málaga, (LIMASA)• Oporto, (LIPOR)• Pamplona• Sevilla, (LIPASAM)• Valencia, (EMTRE)
2.3. COMUNICOR MEETING
Objectives of ComuniCor• First meeting to propose a Spain / Portugal network of public
management bodies of municipal waste, which meets the following objectives:
• Exchange of information on communication strategies to implementthe European Waste Framework Directive .
• Joint reflection on communication strategies.• Exchange, cooperation and coordination of design and production
of communication products for the direct involvement of citizens.
• Dissemination and exchange of programs and products