39938670

To: Liquid Waste Committee

From: Lillian Zaremba, Program Manager Utility Residuals Management, Liquid Waste Services

Date: August 24, 2020 Meeting Date: September 17, 2020 Subject: Climate 2050 and Clean Air Plan Discussion Paper on Waste Management RECOMMENDATION That the Liquid Waste Committee receive for information the report dated August 24, 2020, titled “Climate 2050 and Clean Air Plan Discussion Paper on Waste Management”.

EXECUTIVE SUMMARY A series of issue area discussion papers are being developed to support the engagement processes for Climate 2050 and the Clean Air Plan. The discussion paper on waste management is being presented to the Liquid Waste Committee. Feedback on the discussion paper will support development of the Climate 2050 Roadmaps and the Clean Air Plan. PURPOSE This report is to introduce the Climate 2050 and Clean Air Plan discussion paper on waste management to the Liquid Waste Committee for information. BACKGROUND The Climate Action Committee received for information a report dated May 22, 2020, titled “Climate 2050 and Clean Air Plan Discussion Paper on Waste Management” at its June 19, 2020 meeting (Attachment), which outlined planned engagement activities including a presentation to the Liquid Waste Committee. WASTE MANAGEMENT DISCUSSION PAPER The Climate Action Committee provided feedback on the draft waste management discussion paper at its June 19, 2020 meeting. The discussion paper has been finalized and published on Metro Vancouver’s website (Reference). The report dated May 22, 2020, titled “Climate 2050 and Clean Air Plan Discussion Paper on Waste Management” (Attachment) was considered by the MVRD Board at its meeting on July 3, 2020. A report on the waste management discussion paper was provided to the Zero Waste Committee at its July 17, 2020 meeting. Feedback on the discussion paper will support development of the Climate 2050 Roadmaps and the Clean Air Plan. ALTERNATIVES This is an information report. No alternatives are presented.

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Climate 2050 and Clean Air Plan Discussion Paper on Waste Management Liquid Waste Committee Regular Meeting Date: September 17, 2020

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CONCLUSION Feedback from the Liquid Waste Committee, public, stakeholders and other governments will support the development of the Climate 2050 Roadmaps and the Clean Air Plan. Attachment “Climate 2050 and Clean Air Plan Discussion Paper on Waste Management”, Climate Action Committee report dated May 22, 2020 (39964702)

Reference Waste Management Discussion Paper 39938670

Liquid Waste Committee

ATTACHMENT

39171262

To: Climate Action Committee From: Karen Storry, Senior Project Engineer, Solid Waste Services Department

Lillian Zaremba, Program Manager Utility Residuals Management, Liquid Waste Services Department John Lindner, Air Quality Planner, Parks and Environment Department

Date: May 22, 2020 Meeting Date: June 19, 2020 Subject: Climate 2050 and Clean Air Plan Discussion Paper on Waste Management RECOMMENDATION That the Climate Action Committee receive for information the report dated May 22, 2020, titled “Climate 2050 and Clean Air Plan Discussion Paper on Waste Management”.

EXECUTIVE SUMMARY In October 2019, the MVRD Board directed staff to begin an integrated engagement process for Climate 2050 and the Clean Air Plan, using a series of issue area discussion papers. Staff have developed a draft discussion paper on waste management, and linkages to climate change and air quality. The discussion paper will support public, stakeholder and government engagement for Climate 2050 and the Clean Air Plan in 2020. The draft waste management discussion paper is being presented to the Climate Action Committee for information, and feedback provided will be incorporated into the final paper and associated engagement process. PURPOSE To provide the Climate Action Committee with information about the waste management discussion paper to support development of the Climate 2050 Roadmaps and the Clean Air Plan. BACKGROUND Climate 2050 is an overarching long-term strategy that will guide our region's policies and collective actions to transition to a carbon neutral and resilient region over the next 30 years. Metro Vancouver is implementing Climate 2050 through ten issue area Roadmaps, which will describe long-term goals, targets, strategies and actions to reduce regional greenhouse gases and ensure that this region is resilient to climate change impacts. Implementation of the Roadmaps will be driven by Metro Vancouver’s management plans and other policies, including the Clean Air Plan and the upcoming updates to Metro Vancouver’s Liquid Waste Management Plan and Solid Waste Management Plan. The Clean Air Plan builds on the 2011 Integrated Air Quality and Greenhouse Gas Management Plan, and will identify opportunities for accelerated emissions reductions, including greenhouse gas emission reduction actions. These actions will help protect human health and the environment and avoid dangerous levels of climate change. On October 4, 2019, the MVRD Board directed staff to begin an integrated engagement process for Climate 2050 and the Clean Air Plan, using a series of issue area discussion papers. Discussion papers

Liquid Waste Committee

Climate 2050 and Clean Air Plan Discussion Paper on Waste Management Climate Action Committee Regular Meeting Date: June 19, 2020

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on buildings, industry, transportation, agriculture, and nature and ecosystems were presented to the Climate Action Committee and MVRD Board in 2019 and 2020. This report presents a draft discussion paper on the waste management issue area (Attachment 1), which will support engagement on greenhouse gas reductions and air quality issues related to this issue area, as well as climate adaptation. WASTE MANAGEMENT DISCUSSION PAPER The waste management discussion paper includes long-term goals (i.e., with expected achievement in 2050 and beyond) for air quality and climate change, as shown below.

Solid Waste Management o The regional solid waste management system is carbon neutral. o Air contaminant emissions from solid waste management do not impact public health,

quality of life and the environment. o Businesses, governments and residents follow circular economy business models,

policies and lifestyles, which significantly reduce consumption-related emissions.

Liquid Waste Management o The regional liquid waste management system is better than carbon neutral, and is a

net provider of energy. o Air contaminant emissions from liquid waste management do not impact public

health, quality of life and the environment. The discussion paper reflects feedback provided by the Climate Action Committee at its meeting on June 14, 2019. The discussion paper includes example targets, actions and big ideas from other jurisdictions, to support discussions to identify targets and actions for this region. The paper also lists expected climate hazards for the region’s waste management system. Feedback provided by the Committee on the attached draft discussion paper will be incorporated into the final version. Climate 2050 and Clean Air Plan Waste Management Engagement Activities Metro Vancouver is planning activities to engage the public, First Nations, stakeholders and other governments, about the waste management issue area, including the following:

Present to Liquid Waste Committee and Zero Waste Committee;

Present to Regional Engineers Advisory Committee and its sub-committees;

Public and stakeholder questionnaire and webinar; and

Feedback opportunities promoted on social media. Additional engagement activities will be considered where possible as Metro Vancouver continues to adapt to the challenges associated with COVID-19. Engagement is intended to provide sufficient opportunity to interested parties to learn about Climate 2050 Roadmaps and the Clean Air Plan, and to provide feedback. Details on engagement will be available on the Climate 2050 and Clean Air Plan websites (References 1 and 2, respectively), including any new or updated activities. Feedback from the Committee is sought on the engagement activities presented.

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ALTERNATIVES This is an information report. No alternatives are presented. FINANCIAL IMPLICATIONS The overall resources required to develop and engage on Climate 2050 Roadmaps and the Clean Air Plan have been approved in program budgets for 2020, including consulting amounts of $219,000 and staff time, to support the engagement process and evaluation of the climate and air quality impacts of actions. Alignment of engagement activities and deliverables for the Clean Air Plan with the development of the Climate 2050 Roadmaps is intended to make the best use of resources available, as well as minimize time commitments for interested parties providing feedback. CONCLUSION Metro Vancouver is implementing Climate 2050, a long-term strategy to achieve a carbon neutral and resilient region over the next 30 years. Metro Vancouver is also developing the Clean Air Plan to identify actions to reduce emissions of air contaminants, including greenhouse gases, in our region over the next 10 years. A series of issue area discussion papers are being developed, to support the engagement processes for Climate 2050 and the Clean Air Plan. The draft discussion paper presented here on the waste management issue area identifies goals, example targets and actions for greenhouse gas reductions and air quality management. Feedback from the public, stakeholders and other governments will support the development of the Climate 2050 Roadmaps and the Clean Air Plan. Attachment Waste Management Discussion Paper, draft dated May 2020 (37396761)

References 1. www.metrovancouver.org/climate2050 2. www.metrovancouver.org/services/air-quality/projects-initiatives/clean-air-plan/ 39171262

Liquid Waste Committee

40804942

To: Zero Waste Committee From: Larina Lopez, Division Manager, Corporate Communications, External Relations

Jay Soper, Communications Specialist, External Relations Date: September 1, 2020 Meeting Date: September 18, 2020 Subject: 2020 Regional Clothing Waste Reduction Campaign Results

RECOMMENDATION That the Zero Waste Committee receive for information the report dated September 1, 2020, titled “2020 Regional Clothing Waste Reduction Campaign Results.”

EXECUTIVE SUMMARY On February 18, 2020 Metro Vancouver launched year two of the “Think Thrice About Your Clothes” (“Think Thrice”) behavior change campaign. The primary objective was to raise awareness of the clothing waste issue and empower residents to take action by focusing on three main areas of clothing waste reduction: reduce, care and repair, and donate. The campaign directed residents to corresponding areas on www.clothesarentgarbage.ca. The media strategy included both broad reach and targeted digital tactics, and delivered over 62 million impressions. Initially, the campaign was slated to be in-market for nine weeks ending April 19, however, due to COVID-19, several campaign tactics were evolved — less of a focus on donate and more of a focus on reduce and repair, and in-market dates were shifted, to maximize efficacy within this challenging situation. Overcoming barriers and effecting long-lasting behaviour change can take several years to achieve, however, results can be measured through campaign engagement, public attitudes research, and clothing disposal metrics identified through Metro Vancouver’s annual waste composition studies. PURPOSE To update the Committee on the results of the 2020 clothing waste reduction campaign, “Think Thrice About Your Clothes.” BACKGROUND Clothing is one of the fastest growing waste streams due to rapidly changing fashion trend cycles and low prices, leading to increased clothing consumption and disposal. Approximately 20,000 tonnes of clothing waste is disposed annually in Metro Vancouver, despite local options to swap, sell or donate unwanted clothing. Metro Vancouver residents throw out an average of 8 kg of clothing per person per year, equivalent to the weight of 44 t-shirts per person per year. 2020 marked the second year of the Think Thrice campaign, a behaviour change campaign which supports Metro Vancouver’s commitment to zero waste. Overcoming barriers and effecting long-lasting behavior change can take several years to achieve and requires a long term commitment. While tangible results can also take several years to identify, they can be measured through campaign engagement, public attitudes research, and clothing disposal metrics identified through Metro Vancouver’s annual waste composition studies.

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2020 Regional Clothing Waste Reduction Campaign Results Zero Waste Committee Regular Meeting Date: September 18, 2020

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This report provides an update on the results of the 2020 Think Thrice campaign, as identified in the 2020 Zero Waste Committee Work Plan. 2020 REGIONAL “Think Thrice About Your Clothes” CAMPAIGN Campaign Timing The campaign was initially planned to be in-market February 18–April 19, 2020. Due to COVID-19, digital ads were paused for six days from March 25–April 6. The campaign overall was adjusted to the new conditions and extended to May 31, 2020, with some elements being postponed until August, 2020. This report covers results of the Think Thrice campaign from February 18–May 31, 2020. Campaign Approach This is the second year of Metro Vancouver’s clothing waste reduction campaign using the “Think Thrice” platform. The campaign’s objectives are to raise awareness of the clothing waste issue and empower residents to take action to reduce their textiles waste (reduce, repair, donate). The 2020 campaign focused on hopeful and action-oriented messaging, while addressing associated barriers to adopting desired behaviours. Insights from the 2019 campaign were leveraged to refine the audience demographics we targeted and strengthen the calls to action. Audiences were directed to the corresponding areas of the www.clothesarentgarbage.ca website. The target audience was adults aged 18–64 for donation and general awareness messages, with some campaign messaging (reduce and repair) skewing toward above average-shoppers and those likely to repair their clothing. However, due to COVID-19, the latter part of the campaign had less of a focus on donate and more of a focus on reduce and repair. Website The campaign website was refreshed to ensure continued accuracy and accessibility, and add new video content and donation information. The campaign website focuses on three main areas of messaging:

Reduce – tips for identifying quality items when purchasing new or second-hand clothing, including rental options.

Repair – tips for better care of clothing, such as washing, drying and stain removal, as well as DIY clothing repair and alteration ideas.

Donate – what to do with unwanted clothing, including information on reselling, repurposing and donating.

o A new video explaining what happens to unwanted clothing once it’s donated was added to the website in 2020.

o Additional information for clothing donation pick-up services or requesting clothing bins in multi-family residential buildings was added to the website in 2020.

Media Strategy The media plan combined digital and out-of-home targeted placements to reach residents throughout Metro Vancouver. Digital tactics included social media (Instagram, Facebook, and Twitter), Google Search, online banner ads, YouTube video, native content articles in The Georgia Straight, and Instagram posts from Randa Salloum, award-winning Vancouver fashion and lifestyle

Zero Waste Committee

2020 Regional Clothing Waste Reduction Campaign Results Zero Waste Committee Regular Meeting Date: September 18, 2020

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blogger and influencer. A clothing donation video was developed for use across digital channels. Out-of-home placements included transit shelter ads, SkyTrain posters and a Cineplex Timeplay Game. All tactics drove residents to the campaign website (www.clothesarentgarbage.ca). Community Outreach The campaign originally included eight face-to-face outreach events throughout the region, however, only two outreach events were completed prior to COVID-19 and province-wide health orders limiting gatherings. The remaining six events were cancelled, and an additional six Facebook Live virtual events were introduced as a new tactic for reaching our audience at home. Facebook Live Virtual Events The Facebook Live events provided an opportunity to feature a variety of guest speakers and subject matter experts to engage residents on a range of clothing campaign related messaging and topics during the initial months of COVID-19 (February–April, 2020), while many Metro Vancouver residents were physical distancing and spending more time at home. The live segments were hosted by Karen Storry, Senior Engineer with Metro Vancouver’s Solid Waste Services. While the first event was broadcast from Metro Vancouver’s multimedia studio, the remaining five events were executed virtually, with the host and guest speakers conferencing in from their respective home computers. Each segment covered a different clothing waste reduction-related topic and provided opportunities for residents to engage with subject matter experts to ask questions in real time. The live stream videos were subsequently posted to Metro Vancouver’s Facebook page after each segment, where they generated additional engagement. Topics covered included common clothing repairs, upcycling, denim care and repair, thrifting, and clothing donations. Engagement of Metro Vancouver Members Campaign materials were made available to all Metro Vancouver members, including social media content and co-branded assets like posters and digital billboards. Several members used the materials on their social media channels and throughout their municipalities. Results Website Traffic

The campaign webpages had 38,112 page views (370/day) from February 18–May 31, 2020. Engagement was strong, with high average time on page and low bounce rates.

Besides the landing page, the most visited pages were within the donation section of the website (i.e. ‘Where can I donate my clothes’), indicating there’s still a need to focus campaign messaging on providing information about what clothing can be donated and where.

Earned Media Additional publicity beyond paid advertising included 22 stories between online and print and 13 stories between radio and television. This coverage would be valuated at over $230,000 if it were paid advertising. Digital Media Performance

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2020 Regional Clothing Waste Reduction Campaign Results Zero Waste Committee Regular Meeting Date: September 18, 2020

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The digital components delivered 7,029,614 impressions overall, the majority of which came from Facebook and Instagram.

Twitter, Georgia Straight, YouTube and digital banner ads reached 1,015,143 unique users across Metro Vancouver.

Video ads received 192,264 video views.

The Georgia Straight native content articles delivered a total of 24,839 page views. Out–of-Home Placements

Transit shelter and SkyTrain posters delivered over 54 million impressions.

Cineplex Timeplay ran from February 21–March 16. Advertising was stopped when cinemas closed due to COVID-19. Initial play rate during this time was 14%, which falls within Cineplex’s benchmark range of 10-15%.

o Cinemas recently reopened and the textiles Timeplay game will resume at select theatres from August–September 10, 2020.

Social Media Engagement

Social media channels (Facebook, Instagram, and Twitter) delivered over 4,500,000 impressions and had a reach of 660,000 users across Metro Vancouver.

Social media engagement was quite strong with over 7,000 post engagements (likes, shares, saves, comments, etc.) during the campaign in-market dates.

Posts made by fashion and lifestyle influencer, Randa Salloum, reached over 2,300 different accounts and generated 492 post reactions.

Facebook Live

The six livestream events generated over 40,000 video views and 5,345 post engagements (likes, shares, comments, etc.).

The livestream events were so successful that livestream interactive events are now being incorporated into other campaigns and initiatives.

Plans for 2021 Regional Campaign The campaign will run again in early 2021. It will likely continue to use the existing creative platform, as performance is strong. The target audience and key messages are to be determined, but will be based on insights from 2020’s campaign and any additional data from Solid Waste Services. ALTERNATIVES This is an information report. No alternatives are presented. FINANCIAL IMPLICATIONS The 2020 clothing campaign was provided within a budget of $150,000 supported under the Zero Waste Communications Program of the 2020 General Government budget, managed by the External Relations Department. The campaign generated approximately $230,000 worth of additional publicity through earned media. CONCLUSION This is the second year of Metro Vancouver’s clothing waste reduction behaviour change campaign using the “Think Thrice” platform. The campaign’s objectives were to raise awareness of the clothing

Zero Waste Committee

2020 Regional Clothing Waste Reduction Campaign Results Zero Waste Committee Regular Meeting Date: September 18, 2020

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waste issue and empower residents to take action to reduce their textiles waste (reduce, repair, donate). The campaign was initially planned to be in-market February 18–April 19, 2020, however, due to COVID-19, the campaign was adjusted to the new conditions — less of a focus on donate and more of a focus on reduce and repair and extended to May 31, 2020. A range of indicators can be employed to measure campaign efficacy and behavior change over time, including engagement, public attitudes research, and changes in clothing disposal identified through Metro Vancouver’s annual solid waste composition studies. The 2020 “Think Thrice About Your Clothes” campaign performed strongly in terms of engagement, despite some challenges presented due to COVID-19. As a result of COVID-19, new tactics, such as the Facebook Live series, were implemented and proved to be a highlight of the 2020 campaign. These learnings, along with the above mentioned indicators, will inform future iterations of the Think Thrice campaign and provide the ability to measure behavior change over time. Attachments: 1. Posters 2. Transit Shelters 3. Social Media Ads 4. Outreach 5. Facebook Live References:

1. Textiles Waste Reduction Website 2. Clothing Donation Video 3. Facebook Live Event: Clothing Donations – April 22, 2020

40804942

Zero Waste Committee

Posters

ATTACHMENT 1

Zero Waste Committee

Transit Shelters

ATTACHMENT 2

Zero Waste Committee

Social Media Ads

ATTACHMENT 3

Zero Waste Committee

Outreach

Photo: ARCHIVE Consignment Pop-up – February 29, 2020

ATTACHMENT 4

Zero Waste Committee

Facebook Live

ATTACHMENT 5

Zero Waste Committee

Zero Waste Committee

40794563

To: Zero Waste Committee

From: Larina Lopez, Division Manager, Corporate Communications, External Relations Shellee Ritzman, Policy Coordinator, External Relations

Date: August 28, 2020 Meeting Date: September 18, 2020

Subject: 2020 Create Memories Not Garbage Campaign

RECOMMENDATION That the Zero Waste Committee receive for information the report dated August 28, 2020, and titled “2020 Create Memories Not Garbage Campaign”.

EXECUTIVE SUMMARY The holidays are a heavy consumption season that can result in unnecessary waste. The Create Memories, Not Garbage campaign helps identify where residents can reduce their waste by offering low-waste tips/ideas. Typically, the campaign focuses on two behaviours that residents are most willing to change (wrapping and gifts) but because of enhanced on-line behaviours as a result of COVID-19, how to recycle online shopping packaging (an issue that goes beyond seasonal) and how to create low-waste décor will be added to the messaging mix. Digital, TV, radio and transit ads will reach residents at staggered intervals starting October 5 (for early shoppers) to January 12 (for post-Christmas recycling tips). Creative will continue to encourage residents to try doing just one thing differently to create less waste and will direct residents to the campaign website for inspiration. Campaign performance will be assessed via earned media, website traffic and social media engagement.

PURPOSE To update the Committee on the 2020 “Create Memories, Not Garbage” campaign to reduce the amount of unnecessary waste entering the region’s waste streams during the holiday season.

BACKGROUND The holidays are a heavy consumption season, when customs and traditions can result in unnecessary waste through decorations, gift wrap, packaging, food, and gifts. The Create Memories, Not Garbage (CMNG) behaviour change campaign supports Metro Vancouver’s commitment to zero waste.

The objectives of the campaign are three-fold: • Raise awareness of the needless waste produced over the holiday season• Encourage behaviour change by inspiring audiences to celebrate the holidays in ways that

produce less waste• Reduce the amount of waste produced in the region over the holiday season

The foundation of the campaign is based on the idea that many gift recipients say that their best gift ever is one that was an experience with friends and family, or something that generated memories

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for years to come. The value of the CMNG campaign is to provide tips and ideas that make low-waste celebrating easier for residents, while fostering what makes the holiday season memorable. This report provides an overview of the 2020 CMNG campaign plans, as identified in the 2020 Zero Waste Committee Work Plan. 2020 “CREATE MEMORIES, NOT GARBAGE” CAMPAIGN Campaign Approach 2020 marks the 13th year of Metro Vancouver’s holiday waste reduction campaign, and the 10th year using the “Create Memories, Not Garbage” platform. With each passing year, the campaign has evolved to inspire and support residents looking to make change but perhaps not knowing where to begin. Over the past three years, the CMNG campaign has narrowed its primary messaging to focus on the two behaviours that residents were most receptive to in order to reduce their waste — buying low-waste gifts and using low-waste wrap. The onset of COVID-19 however has shifted consumer behaviour and trends indicate that people are doing more online shopping in general and are searching for Christmas related content earlier than in previous years (particularly décor). Because of this shift in behaviour, the campaign’s focus will be expanded to include more low-waste décor ideas as well as more information on how to reduce and recycle shipping materials (bubble wrap, foam packaging, etc.) — an issue that goes beyond seasonal shopping — with much less emphasis on ‘experience-based’ gifts due to physical distancing measures. The 2020 campaign will be divided into three phases:

• Early Shopper Campaign, October 5–November 1 (shortened by two weeks) • Main Campaign November 2–December 24 (two weeks earlier and longer than previous

years) • Post-Christmas Campaign, December 25–January 10

The campaign will target residents aged 18–54 skewing women aged 18–34 as 2018 omnibus results show that directionally, interest in producing less waste decreases slightly with age. We are also targeting those doing the shopping, wrapping, and decorating for the holidays. The audience remains non-denominational as research shows that Christmas tends to be the main gift-giving occasion for many, including non-Christians. Creative Materials and Campaign Elements Similar to 2019, the CMNG headline will be prominent in all creative with the primary message “This season, do one thing differently to celebrate with less waste.” Users will be encouraged to “find ideas” on the campaign website. Art direction and tone remain festive, positive and evocative of the holiday season. Residents will be directed to the Merry Memory Maker app that’s been live and expanding since 2017 with more than 170 ideas for ‘gifts that last’ or ‘experiences’ at seven different price ranges.

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Main campaign elements include:

• Digital – YouTube, banner ads (Pinterest, Snapchat, Spotify), Corus (native content), CBC (TBC), social media (Facebook, Instagram), Google Search

• Television – Global (:15 second spots and in-news graphics), CBC (:15 second spots TBC) • Radio – :30 second spot on 103.5 QMFM, The Breeze, CFOX, Spotify • Transit – SkyTrain and Canada Line platform posters (TBC pending ridership numbers)

The pre-Christmas time frame will have a heavy digital presence along with transit station posters within high traffic locations. The main campaign window will continue with digital and transit, and add in TV and radio to increase reach and awareness of the message. The layers of placements will build frequency as people go throughout their day. The post-Christmas campaign window reverts back to digital only with Google search, YouTube and banner ads. This low level weight targets the same audiences as earlier in the campaign, but delivers a message focused on post-Christmas activities — recycling, donating, tree disposal, etc. 2019’s CMNG Christmas Carol and music video (featuring local artists Ben and Dan) will be used again this year on radio and social platforms. The singers/actors will also be featured in a series of Facebook Live sessions where their skills and knowledge will be tested on topics such as low-waste wrapping techniques, which wrapping paper can be recycled, and where different online shipping packaging is recycled. Episodes will be promoted on social platforms and will live on the CMNG website. In light of public event cancellations across the region since March 2020, the in-person outreach component of this campaign, typically held at holiday markets, is cancelled this year with the possible exception of outdoor events where physical distancing can be accommodated. Campaign Performance In the absence of regional data around Christmas consumption and waste habits, online metrics will continue to be used to help assess the impact of the campaign, including video views, banner interaction, website traffic and engagement, social media engagement and earned media. Collaboration with Members Campaign details and creative materials are shared via email and regular meetings with members’ communication staff and the Municipal Waste Reduction Coordinators Committee. As with all Metro Vancouver behavior change campaigns, members have opportunities to co-brand all campaign materials and share the creative and messages on their communication channels (social media, facility posters, etc.). ALTERNATIVES This is an information report. No alternatives are presented.

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FINANCIAL IMPLICATIONS The 2020 CMNG campaign budget is $175,000, supported under the Zero Waste Communications Program of the 2020 General Government budget, managed by the External Relations Department. CONCLUSION The Christmas season is a heavy consumption period that can result in excessive waste from disposable decorations, traditional gift wrap, shipping packaging, food, and gifts. While previous campaign years have focused on offering tips and ideas for low-waste gift and wrapping ideas, the increase in online activity resulting from COVID-19 has created new opportunities for low-waste messaging such as how to recycle online shopping packaging — an issue that goes beyond seasonal shopping - and how to create low-waste seasonal décor. Low-waste ideas will be shared with residents through four key channels: digital advertising, television, radio and transit. New to 2020 will be a series of Facebook Live sessions featuring Ben and Dan, the artists/actors who composed, sang and starred in 2019’s CMNG Christmas Carol. The episodes will playfully challenge the artists’ recycling knowledge while providing a learning opportunity for viewers. The overall creative will remain light and festive, and will continue to direct residents to the campaign website where they can find low-waste tips and gift ideas at different price ranges. Campaign performance will be evaluated through online metrics including video views, banner interaction, website traffic and engagement, social media engagement, and earned media. Attachment: Create Memories, Not Garbage Sample Creative References: 1. Create Memories, Not Garbage Website 2. Create Memories, Not Garbage – Merry Memory Maker app 40794563

Zero Waste Committee

Create Memories, Not Garbage Sample Creative

Banner Ads

“Countdown” (animated loop)

“Wrapping” (animated loop)

“Sing-a-long” banner ad (animated loop)

Weather Network banner ad (animated loop)

ATTACHMENT

Zero Waste Committee

Google Search

Social Media (carousel images and animated videos)

Zero Waste Committee

Videos

CMNG Christmas Song (music video) https://youtu.be/Oak_wbIHyQ8

Wise Wrapping https://vimeo.com/294438746 Holiday Packaging https://vimeo.com/294438763 O Christmas Tree https://vimeo.com/297403147 Reuse or Recycle Wrapping Paper https://vimeo.com/298485651 Merry Memory Maker https://youtu.be/hyCoUoO-VUU

Social Media Stories

Zero Waste Committee