Players:
The Public
Recommendation XX
164. At present the public are illinformed
and misled about what happens to their waste. If we are to be
successful in moving waste from the bottom to the top of the hierarchy,
a major public programme is required to educate, persuade and
involve the public in waste management issues. If such a campaign
is to be successful, the public must be convinced that Government
and business are also working to change things (paragraph 213).
165. The 'are you doing your bit?' publicity campaign
(£18 million from 19982000) was launched by the Deputy
Prime Minister in 1998. The campaign has two aims: to educate
and motivate individuals to take action that will help protect
the environment and to reinforce and complement the environmental
messages and activities of campaign partners. The programme focuses
on reducing waste, using energy efficiently, conserving water
and travelling wisely.
166. Previous years' promotions used TV adverts featuring
Mark Lamarr and other celebrities, a campaign roadshow, PR and
media promotions, website www.doingyourbit.org.uk and the waste
website www.useitagain.org.uk . However, in 2001, £5 million
of campaign funds were redirected to assist the Rural Task
Force and as a result campaign activity ran at a low level and
primarily focused on the interactive campaign roadshow which toured
22 locations around England.
167. The role of the 'are you doing your bit' campaign
is being reviewed following the formation of DEFRA and in the
light of the new Department's aims and objectives and DEFRA's
lead role across Government in promoting sustainable development.
168. The Government also supports the National Waste
Awareness Initiative (NWAI) which aims to encourage and maintain
positive changes in the public awareness, attitudes and, very
importantly, behaviour.
Our Vision
Recommendation YY
169. We need stronger leadership from Government
on waste. Central Government, local Government and business must
examine their attitudes and policies on waste. It is not good
enough to shuffle along in a laggardly fashion behind European
Union Directives. There are sufficient examples from here and
abroad which show what can be done and how to do it. Nothing will
change until everyone in waste starts to believe that things can
be changed. We, and many others, believe they can. It is time
for the rest to join us (paragraph 216).
170. The Government has held a waste summit to bring
together the key players in delivering greater sustainability
in waste management and has announced a PIU study into the waste
strategy. This is the start of a process which should lead to
an even clearer vision of how the objective of greater sustainable
waste management can be achieved.