ELECTRONIC WASTE RECYCLING PUBLIC AWARENESS IN THE CITY OF WINNIPEGBy Amanda McNeil

BACKGROUNDELECTRONIC WASTE

• Electronic waste includes obsolete, unwanted and end-of-life items.

• Globally, 20-50 million tons of electronic waste are generated annually.

• Electronics contain over 60 elements, many of which are hazardous, like Lead, Mercury and Cadmium.

BACKGROUND

ELECTRONIC WASTE RECYCLING

• In the past, electronic waste has been exported to China, India and Africa.

• Electronic waste is illegally recycled in these places, with no regulation.

BACKGROUNDELECTRONIC WASTE RECYCLING PROGRAMS

• Private Programs are limited and are often conditional.

• Public programs such as the City of Winnipeg’s accept all electronic items free of charge.

BACKGROUND

PROVINCIAL ENVIRONMENTAL HANDLING FEE (EHF)

• The Environmental Handling Fee or EHF is a fee placed on select, new electronics at the time of purchase.

• The fee is not a tax, but a fee used to account for the true cost of recycling the materials in that electronic item

BACKGROUND

PROVINCIAL ENVIRONMENTAL RECYCLING FEE (EHF)

ITEMS SUBJECT TO AN EHF INCLUDE:

1) Display Units

2) Computers and Peripherals

3) Printers, Scanners and Fax Machines

4) Personal/Portable Audio/Visual Recording/Playback Devices/Components

5) Telephones and Answering Machines

BACKGROUNDPUBLIC AWARENESS METHODS

Audio and Visual Media Methods

1) Radio

2) Television

3) Internet/E-Newsletter

Print Methods

1) Newspaper/Magazine

2) Billboard

3) Pamphlets/Leaflets

Alternative Methods

1) Conversation

2) Bus Benches

3) Buses

WINNIPEG ELECTRONIC WASTE RECYCLING PROGRAM’S CURRENT PUBLIC AWARENESS EFFORTS

• Radio Advertisements

• Print Ads

• E-Newsletter

PROBLEM STATEMENT

The intention of this project is to determine whether the current media campaign for the City of Winnipeg’s Electronic Waste Recycling Program is sufficient in reaching its intended audience in Winnipeg.

• Is the general public aware of:

1) The City of Winnipeg’s Electronic Recycling Program?

2) The Provincial Environmental Handling Fee (EHF)?

• How do public awareness methods contribute to this?

LITERATURE REVIEW

• No studies have been done in Winnipeg

• Programs in Winnipeg emphasize public awareness efforts and their importance

Lake Winnipeg Campaign

• Multiple studies across the board indicate the importance of raising public awareness about a program or issue, regardless of their field of study

LITERATURE REVIEW

• Study conducted by the Secretariat of the Pacific Regional Environment Programme (SPREP)

States that one of the most important tools for tackling the issues related to E-waste are public awareness plans.

• Study conducted by the European Environmental Agency

States that environmental indicators may be used as a powerful tool to raise public awareness on environmental issues.

Providing information on driving forces, impacts and policy responses, is a common strategy to strengthen public support for policy measures.

HYPOTHESES

Null Hypothesis

The current media campaign chosen to educate the general public of Winnipeg about the City of Winnipeg’s Electronic Recycling Program is not sufficient

Alternate Hypothesis

The current media campaign chosen to educate the general public of Winnipeg about the City of Winnipeg’s Electronic Recycling Program is sufficient

METHODS

• Data was collected through a 16 question survey

• The survey was distributed to 175 respondents in 3 survey pools:

1) Hand out (100 respondents)

2) Door to door (50 respondents)

3) Online (25 respondents)

• Data was collected from:

1) The University of Winnipeg

2) The Real Canadian Superstore-Portage and School Road

3) The Crestview neighbourhood

RESULTS

40%

60%

Total Respondents vs. Gender

Male Female

RESULTS

0

10

20

30

40

50

60

Male Female

Gender vs. Age

18-30 31-45 46-60 61+

RESULTS

Male

82%

9%

9%

When are Electronic Items Replaced?

When they break down

When they become obsolete

Whenever the newest version of that existing product is available

Female

61%21%

18%

When are Electronic Items Replaced?

When they break down

When they become obsolete

Whenever the newest version of that existing product is available

RESULTS

32%

24%

44%

What is Done With Electronics When Replaced

Throw them out in the garbage Recycle them through the appropriate program Store them in your home

RESULTS

0

10

20

30

40

50

60

70

80

18-30 31-45 46-60 61+

Awareness of Winnipeg Electronic Waste Recycling Program

Yes No

RESULTS

0

10

20

30

40

50

60

70

80

18-30 31-45 46-60 61+

Awareness of Provincial Environmental Handling Fee

Yes No

RESULTS

0

20

40

60

80

100

120

140

Has Used Program Has Not Used Program

Use of Program vs. Satisfaction with Public Awareness Efforts

Satisfied Unsatisfied

LIMITATIONS

Distribution Methods

Online Pool

Issues Not Addressed

How did respondents become aware of the program?

Did they feel if they were more aware, they would be more likely to use the program?

DISCUSSION

• Men were more likely by comparison to replace their electronic items out of desire to have the more up to date or newer technology

• Respondents were most likely to store electronics in their home or throw them out in the garbage

• Respondents were largely unaware of the program, the EHF and were unsatisfied with the methods used to raise public awareness

RECOMMENDATIONS

• There is significant need for future research including

A demographic specific inquiry

An inquiry to investigate how the public became aware of the program/EHF

• There is a need for an increase in methods used to increase public awareness including

Television advertising on local news

The use of alternative methods to raise public awareness

SPECIAL THANKS

RICHARD WESTWOOD - DATA ANALYSIS

DANN BLAIR – SURVEY DISTRIBUTION AND PROMOTION

DIANNE MCNEIL – DATA COLLECTION

QUESTIONS?