effectiveness of recycling promotion and education initiatives among ethnic minorities

Effectiveness of Recycling Promotion and Education Initiatives among First-Generation Ethnic Minorities in Ontario, Canadahttp://www.mdpi.com/2076-0760/5/2/23

By: Dr. Calvin Lakhan

http://wastewiki.info.yorku.ca/lakhanc@yorku.ca

Overview• Study examines how first generation ethnic minorities

respond to different types of recycling P&E campaigns (P&E)

• 8 focus group sessions conducted over an 8 week period• Participants asked to comment on message

“recognition”, “clarity”, “ability to increase recycling awareness” and “ability to affect changes in recycling behavior”

Methods

• Three geographic regions in Southern Ontario • Conducted over 8 week period• Target groups include: South Asian, Asian, Filipino, Black,

Middle Easter, Other• 77 Study Participants

• Combination of survey and open ended interview questions• Focus group participants shown P&E in newspapers, signs,

conventional media (TV and radio) and online

Results• First generation ethnic minorities do not respond to either print and online

promotion and education materials• Newsprint and signage the least effective mediums• Significant confusion regarding intent and purpose of the message• Some respondents felt “insulted” that materials were not translated

correctly, or not at all

Conclusions • Municipalities need to rethink existing P&E materials,

and potentially explore alternative methods of engagement when targeting first generation ethnic minorities

• What works at a programs onset, does not necessarily work as the program matures, and the city’s demography changes

• P&E is still important, but municipalities need to be able to consider engaging 3rd parties (i.e. churches, community organizations) to help deliver P&E materials