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TO: |
Mayor and Members of Council |
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FROM: |
Stan Bertoia,
P.Eng., General Manager, Constuction and Utilities |
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PREPARED BY: |
Claudia Marsales Manager, Waste Management |
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DATE OF MEETING: |
2004-Mar-08 |
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SUBJECT: |
Markham
Litter
Prevention Strategy Development - Results of Focus Group Meetings and
Recommended Campaign Slogan |
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RECOMMENDATION:
THAT the Report entitled “Markham Litter Prevention Strategy Development – Results of Focus Group Meetings and Recommended Campaign Slogan” be received;
AND THAT Council endorse “Don’t Let
Markham Go To Waste” as the key slogan for the Town of
PURPOSE:
The purpose of this report is to
provide the results of the focus group meetings held to obtain public input
into the development of an effective litter prevention strategy.
BACKGROUND:
On
As part of the planning process for the
development of the community awareness campaign, four focus group sessions were
held at the Markham Community Centre. Four groups of men and women between the
ages of 25 and 60 and representing all four
campaign will involve gathering the youth
viewpoint, including obtaining input from membership of the Mayor’s youth Task
Group. A total of 37 respondents participated and were requested to:
1.
Examine perceptions about
litter in their community. Is litter evident? What are the perceived causes and
impacts of littering? Who is responsible for litter?
2.
Test reactions to a series
of proposed slogans that could be used in a public education campaign to
address litter in
3.
Provide input on public
education initiatives and related activities to deal with the litter problem in
Residents participating in the focus
groups were initially reluctant to admit that litter was a problem in
· Commercial properties such as strip malls and fast food locations
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School routes and school
properties
·
Canada Post Superbox
installations
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Residential neighbourhoods
(from blue boxes)
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Housing development areas
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Highway exit ramps
Participants
concurred that Markham should take action against litter before it escalated
into a major problem. They recommended a series of “carrots and sticks” ranging
from fines to adopt a park programs and education. A variety of strategies were
suggested:
1. Adopt a litter free Markham
policy stressing public education aimed at the entire community. Commercial
interests and schools must be encouraged to keep their properties litter-free.
2.
Fine commercial property owners, including fast food operations and
convenience stores that failed to keep the properties clean. While customers
were seen as being guilty of disposing litter on these sites, property
management was seen as responsible for removing litter.
3.
Place more garbage containers at prime locations such as transit stops,
parks, and school properties and empty the containers more often.
4.
Provide information kits for new residents that contain information on
waste management and/or re-introduction of the Welcome Wagon.
The focus groups
confirmed that Markham residents share an uncommonly well-defined sense of
community pride concerning the Town in general and individual properties
specifically. The widely held belief that Markham is a ‘prestige’ community is
probably the single most important factor to consider in establishing the tone
of the campaign and in the choice of slogan. Participants indicated that they
would like to see a campaign that will ensure litter does not get out of hand
and would be both positive and educational. They definitely did not want a
campaign that personally denounced litterers.
The
following slogans were presented for discussion:
Viewed as first
choice: “Don’t Let Markham
Go To Waste” This slogan was perceived as positive and denoting community
pride. Participants felt this slogan meshed with Markham’s history and
evolution from a small town into a large community. They felt that both
long-term residents and relatively new arrivals could equally appreciate its
meaning.
Viewed as second choice:
“Let’s keep Markham Clean and Beautiful”. Non-accusatory, this slogan avoids
the issue and says nothing about litter.
Viewed as third
choice: “Stop Litter. It’s in
your Hands”. This slogan was viewed as a positive, clear message about personal
responsibility for litter.
While specific anti-littering messaging will be
developed for target audiences, the chosen slogan will be used to tie the
individual components and ‘brand’ the overall communication and education
campaign. Target audiences will include
children, youth, adults, pedestrians, homeowners and visitors. In addition, the
community awareness program will incorporate messages emphasizing the eleven
attributes of the Character Community for placement at all Town facilities, on
public space recycling bins, schools and signs at locations identified as
litter ‘hot-spots’.
FINANCIAL CONSIDERATIONS:
A litter
program was put forward in the 2004 Capital Budget for consideration in the
amount of $111,000 that is currently “Below the Line”. This capital project is
Phase 1 of 3, with each of the remaining phases projected to be $111,000. The
proposed 2004 operating budget impact is $54,900 for a one-year contract
Project Coordinator position.
Waste Management staff will continue to
facilitate a team of internal staff to develop a comprehensive litter
prevention strategy and report back to Council on options including program
budget and potential project partners and sponsors.
ENVIRONMENTAL CONSIDERATIONS:
A
successful litter prevention strategy will raise awareness about litter and the
environmental degradation associated with litter.
BUSINESS UNITS CONSULTED AND AFFECTED:
Litter affects many
departments throughout the Town. Staff
from Community and Fire Services, Corporate Services, Development Services, and
Strategy, Innovation and Partnerships Commissions are working together to develop
a litter prevention strategy that best meets Markham’s vision and needs.
CONCLUSION:
It has been shown that the most effective strategy
for changing public attitudes is the introduction of a community awareness
campaign that reflects the character of the community. One of the key steps in
the development of an effective community awareness campaign is the testing
of creative material and slogans.
The participants saw the slogan “Don’t Let Markham
Go To Waste” as an effective slogan for Markham’s community anti-litter
awareness campaign. This slogan seemed to strike the right balance of reminding
people that Markham is a proud community and care must be taken to maintain
Markham’s beauty.
Waste Management staff will report back with a
comprehensive litter prevention strategy that incorporates the slogan, “Don’t
let Markham Go To Waste,” including program budget and potential project
partners and sponsors.
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Stan Bertoia, P.Eng. General Manager of Construction and Utilities |
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Peter Loukes, P.Eng. Director, Operations and Asset Management |
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Jim Sales Commissioner of Community and Fire Services |
Q:\Envsrv\WASTE\Reports\2004\Litter report #2.doc
