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WASTE COLLECTION Changing the image of waste collection Local authorities often receive criticism concerning their approach to waste management and their utilisation of budgets. But to what extent is this public scrutiny justi- fied, and are assumptions fuelled by the outdated view- point that refuse collection is just a 'dirty job'? Lawrence Craig, chief executive of vehicle graphics innovator Spe- dian, investigates, and outlines how some councils are starting to change public perceptions. nfortunately, the anti- quated notion sur- rounding the 'dirty' job of a 'bin man' still exists to some degree. Some people would even go so far as to consider the role of a refuse collector as second rate employment. However, this unjust viewpoint is, in fact, incredibly archaic. Granted, such individuals may not need a university degree to secure their job. And traditionally, this career path might not have been at the top of the agenda for school leavers planning their future. Yet refuse collectors deserve more widespread respect for the work that they do. Waste collectors in the spotlight Waste collectors play an integral role in the UK's sustainability agenda. They adhere to carefully planned schedules, whatever the weather, collecting the 'waste' that house- holds and businesses continue to pro- duce. This helps to make our coun- try a greener place, in turn protecting our quality of life and safeguard- ing the future of pre- cious resources that so many people con- tinue to undervalue. In many respects, refuse collection teams educate us too, informing us what can be recycled and how it can be done. But are these valuable services acknowledged? And will these waste management professionals ever be rec- ognised for the recycling champions that they are? The younger generation of today – chil- dren who are growing up learning about the importance of recycling in school – are perhaps more likely to have a positive view of the refuse collection occupation. In many instances, their environmental consciences will be more alert because they are growing up in an era where recycling really matters. For them, refuse collectors are continuing the recycling efforts that they themselves have kick- started in school or at home. However, local authorities perhaps face a tougher task in challenging genera- tionally engrained stances, which can be harder to transform. That said, it is not an impossible task, and some councils are making great progress in successfully improving the image of waste collection. It all comes back to the age-old fact that appearances count, and this is why refuse collection vehicles are going some way to stimulating a shift in attitudes. Once viewed as merely smelly rubbish lorries, they are now increasingly being utilised by local authorities and waste management firms as valuable mobile assets. As well as providing a recovery service for materials that can be recycled and reused, these vehicles and their oper- ators are proving to be a visually integral part of the UK's resource agenda too. Firstly, local authorities' plights to improve public perceptions are helped by the fact that these vehicles are clean, advanced and energy-efficient. The state- of-the-art nature of the technology itself goes some way to quashing the myths that the industry is unrefined and out- dated. Furthermore, these vehicles can be used as communication tools that are able to create dialogue with members of the local community. After all, these highly visible trucks navigate neighbour- hoods on a daily basis and so are seen by the 'audience' that councils need to talk to. They therefore provide a power- ful, relevant and cost-effective marketing platform, within councils' direct control, which is especially beneficial when in- house resources are scarce. When it comes to the graphic design and content of these communication messages, an intellig ent approach can be adopted. The sides of the vehicles can be used to promote recycling and collection 8 Local Authority Waste & Recycling April 2014 U Lawrence Craig April 2014 Local Authority Waste & Recycling 9 WASTE COLLECTION methods for instance, which educates households about what to recycle, how to do it and why it matters. Seasonal messages, or information about the council firm's online resources and wider services, can also be incorporated. Whichever theme a council chooses to promote at a given point in time, refuse vehicles provide a more flexible, targeted and economical marketing platform, compared to other media such as billboard or public transport advertising. Yet this does not mean this is a less effective communication channel. High definition graphics with a colourfast guarantee from all-weathering ensure the marketing panels stay as clean as the vehicle. This helps to create the right impression and portray an image of quality, long into the future. When combined with patented technologies that create increased suction and panel adherence according to the vehicle's speed – achieving a strong- er, tear-resistant solution – this further protects the longevity of the investment. Practising what they preach As part of their waste collection service, local authorities are trying to encourage households and businesses to adopt more sustainable ways of life. It is therefore important that they practise what they preach when it comes to the environmental credentials of their own operations. GPS technologies can be utilised to plan waste collection routes and achieve optimum fuel efficiency for example, while low carbon vehicles further improve the sustainability of the col- lection service. Local authorities can also source incredibly light vehicle graphics systems, weighing as little as 35g per linear metre. This further improves fuel efficiency, saves money and has minimal impact on the trucks' pay load. Acknowledgement of this desire for sustainability, cou- pled with on-going cost pressures, has also driven the more revolutionary vehicle graphics system suppliers to develop fully reusable products too. This means that not only is the system straightforward to install and remove – without causing dam- age to the vehicle substrate – but the communication panels can also be refreshed with ease. Councils therefore have the flexibility to interchange the messages and branding that they display. Local authorities may wish to communicate the importance of sustainable recy- cling practices, following excessive household consumptions at Christmas, for example. Then, when this season has passed, the panels can simply be rolled and neatly stored away, until they are next required. The council does not have to re-invest in graphic redesign or reprinting, and the valuable freed-up space can then be used to champion a different sustainability message for the local area. The more 'savvy' of fleet or communication managers may even sell the advertising space on the side of these highly noticeable mobile units, to generate an additional revenue stream. Indeed it would be encouraging to see more consumer brands investing parts of their marketing budgets into such council initiatives. Local authorities often come under fire for their approach to the UK's waste agenda, the management of their finances and their dialogue with local communities. However, by thinking outside the box and embracing new technologies, councils can adopt a smarter approach to waste collection and help revolu- tionise their image. BOa: The green way of recycling! energy savings? 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