Increase participation in grasscycling (leaving grass clippings on the lawn when you mow) by city residents who have a lawn to mow.
Region: City of Edmonton
Target Audience: Men 30-55 living in single family homes
In 2013 and 2014, following several years of conducting media campaigns in the summer to encourage residents to grasscycle, the City of Edmonton's Waste Management Branch launched a more rigorous "Go Bagless" initiative that included:
- a mass media advertising campaign
- outreach activities and displays at community events and facilities
- a social marketing campaign involving canvassing selected communities in Edmonton.
For the social marketing canvassing program approximately 5000 residences in three communities were targeted in 2013 and 15,000 residences in twelve communities were targeted in 2014.
In 2014 canvassers asked both residents who already grasscycled and those who bagged their grass to make a specific commitment to continue/initiate grasscycling. Canvassers conducted follow up visits and residents' waste set outs were inspected to determine if grass was being put out for collection.
Between 2005 and 2014 the percentage of Edmonton residents with lawns who grasscycle most or all the time has increased from 35% to 65% (estimated).
In 2013 campaign recall for the Go Bagless campaign was 60%. For the 2014 campaign canvassers were able to solicit a commitment to leave the clippings on their lawn when they mowed from 66% of residents who previously bagged their grass. Eighty percent of the residents who bagged their grass and made a commitment did not have grass put out when their garbage set out was inspected.