clean up california strategic plan

7/28/2019 Clean Up California Strategic Plan

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Clean Up California Strategic Plan1. Background

The Client:The American Chemistry Council (ACC) is a group that represents the

leading businesses in the chemistry industry, including the plastics foodservicepackaging group and companies that make takeout packaging. Dart is a majorplayer in the ACC, and an organization that we are working closely with to promotepositive legislation for the plastics industry. Styrofoam (Polystyrene foam):

In the United States and Canada, the word Styrofoam is often incorrectlyused as a generic term for expanded polystyrene foam. This material is what coffee

cups, disposable coolers, or cushioning material in packaging are made of. Thesematerials are typically white and composed of expanded polystyrene beads. Anothertrade name for expanded polystyrene is Thermocol, originated by BASF. Existinglaw requires all rigid plastic bottles and rigid plastic containers sold in the state to belabeled with a resin code (1-7, ABS) identifying the type of plastic used to producethe bottle or container.

The issue:Environmental advocates largely misunderstand the properties and actual

environmental effects of polystyrene foam, and it has become the scapegoat formodern consumer waste contributing to the hot issue of Marine Debris in California.During the mid 1980s there began to be a strong anti-Styrofoam movement, which

was continued by Captain Charlie Moore in 2005.As a result of this attitude, the state of California has attempted to pass

several bans on polystyrene foam takeout containers during the past seven years.The literature for many of these bans includes a provision that would require takeoutrestaurants to discontinue their use of polystyrene in favor of biodegradablepackaging materials, which are significantly more expensive than polystyrene.

Many small and locally-owned restaurants operate on a very small margin,and it is possible that this kind of legislation could cause a significant financialburden on many restaurants. Restaurant owners carefully choose the materials theyuse for takeout based on what works best. They choose polystyrene because it isthe only product that keeps cold food cold, and hot food hot. To this point, there is nobetter material for foodservice packaging. These bans have been unsuccessful thusfar because of the many local restaurant owners who have raised their voices bysending handwritten letters to their senators and attending meetings.

The ACC is against polystyrene bans because they are weak policy tools. If aban on polystyrene foam were to be imposed in California, it may be true that theamounts of littered polystyrene would be reduced, however it is expected that othertakeout packaging materials would replace it. Basically, we would just be switchingone form of litter out for a more expensive form of litter, which actually does theenvironment no good.


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In addition, there is a high demand for recycled polystyrene in SouthernCalifornia and most recycling facilities in Los Angeles and the surrounding area areable to recycle polystyrene foam. There are also significantly fewer facilities in the

Los Angeles area that recycle compostable or bio-plastics. As a frame of reference,more than 60% of Californias population is in Los Angeles County.

Polystyrene Recycling:The following polystyrene foam items are accepted in residential curbside

recycling blue bins in Los Angeles County and many other cities in California,provided that they relatively clean:

Empty foam cups and containers Foam egg cartons Rinsed, single-layer, non-perforated foam meat trays Rinsed foam food trays/lunch trays Most packaging foam *Flame-retardant material or packaging peanuts are not accepted

Furthermore, according to DART, the following California cities have includedpolystyrene foam in their list of accepted items for curbside recycling:Source:https://www.dart.biz/recycleCA

Alpine Arrow Bear* Bloomington* Bonita Bonsall

Cerritos* Commerce

(Partial)* Coronado Covina Crestline Dictionary Hill Downey* Eastvale* El Segundo Encinitas Escondido Fallbrook Fontana Fountain Valley Grand Terrace* Highland* Huntington

Beach

LakeArrowhead*

Lomita Long Beach Imperial Beach

Julian La Mesa Lakeside Lemon Grove Lincoln Acres Manhattan

Beach Montclair* Mt. Helix National City Norwalk Ontario

(Partial)* Paramount* Pasadena Pico Rivera* Pomona

(Partial)* Poway Rainbow

Ramona Rancho

Cucamonga Rancho Santa

Fe

Redondo Beach Rialto Rim of the

World* Riverside* Riverside

County(Partial)*

Rolling HillsEstates

Rubidoux* Running

Springs* San Bernardino

(Partial)* San Bernardino

County(Partial)*

San Marcos Santa Clarita
https://www.dart.biz/recycleCAhttps://www.dart.biz/recycleCAhttps://www.dart.biz/recycleCAhttps://www.dart.biz/recycleCA


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Santa FeSprings

Spring Valley

Torrance Tracy Upland*

Valley Center Vista Yucaipa

Los Angeles (includes the following communities: Arleta, Arlington Heights,Atwater Village, Bel Air, Beverly Crest, Beverlywood, Boyle Heights,Brentwood, Cahuenga Pass, Canoga Park, Century City, Chatsworth,Cheviot Hills, Chinatown, Crenshaw, Crestview, Cypress Park, Del Rey,Eagle Rock, East Hollywood, Echo Park, El Sereno, Elysian Park, ElysianValley, Encino, Fairfax, Glassell Park, Granada Hills, Hancock Park, HarborCity, Harbor Gateway, Harvard Heights, Highland Park, Hollywood, HydePark, Jefferson Park, Koreatown, Lake Balboa, Lakeview Terrace, La TunaCanyon, Leimert Park, Lincoln Heights, Los Feliz, Mar Vista, Mission Hills,

Montecito Heights, Mt. Washington, North Hills, North Hollywood, Northridge,Oaks, Pacific Palisades, Pacoima, Palms, Panorama City, Pico Union, PlayaVista, Porter Ranch, Poway, Rancho Park, Reseda, San Marcos, San Pedro,Sawtelle, Shadow Hills, Sherman Oaks, Silver Lake, South Carthay, SouthRobertson, Studio City, Sunland, Sun Valley, Sylmar, Tarzana, Toluca lake,Tujunga, University Hills, Valley Glen, Valley Village, Van Nuys, Venice,Watts, West Adams, Westchester, West Hills, Westlake, West Los Angeles,Westwood, Wilmington, Wilshire Center, Winnetka, and Woodland Hills)

*The material recovery facility servicing these cities sorts foam for recycling even though the citymay not have included foam on their list of recyclables.

Foam Ban Legislation:

The current legislation (SB 529) has been tabled this summer, so the ACChas a unique opportunity to go on the offensive and promote positive solutions forthe issue of marine debris, rather than just always fighting against bans.

Recycling Education:There is no easy solution for the issue of marine debris, and we definitely

would not argue that polystyrene is the greatest material on the planet. It is true thatit is not a decomposable material if left in the natural environment. The bettersolution for the issue, is to promote recycling and properly disposing of waste. Thebest age and demographic to target is youth, because they are not already set inhabits and they are the easiest people to influence with regard to habits andlifestyles.

Solid waste curricula focus mainly on knowledge and include, to a lesserextent, attitude change and action strategies." -The Journal of EnvironmentalEducation Volume 24, Issue 3, 1993. Basically, there is a lot of talk about problemsin the environment but very few solutions discussed or attempted. Curriculum needsto focus more on solutions and actual action to fix the problem.

Source:http://www.tandfonline.com/doi/abs/10.1080/00958964.1993.9943498#preview
http://www.tandfonline.com/loi/vjee20?open=24#vol_24http://www.tandfonline.com/toc/vjee20/24/3http://www.tandfonline.com/toc/vjee20/24/3http://www.tandfonline.com/toc/vjee20/24/3http://www.tandfonline.com/doi/abs/10.1080/00958964.1993.9943498#previewhttp://www.tandfonline.com/doi/abs/10.1080/00958964.1993.9943498#previewhttp://www.tandfonline.com/doi/abs/10.1080/00958964.1993.9943498#previewhttp://www.tandfonline.com/toc/vjee20/24/3http://www.tandfonline.com/loi/vjee20?open=24#vol_24


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"Children who feel they have control over and responsibility for their ownactions and behaviors have strong pro-environmental attitudes." -ERIC, Amy Malkus& Lynn Musser. Basically, this data shows that tf given the education and instruction,children will view the environment as something they are connected to, and takeresponsibility for the cleanliness and/or dirtiness of the environment.

Source:http://www.eric.ed.gov/ERICWebPortal/search/detailmini.jsp?_nfpb=true&_&ERICExtSearch_SearchValue_0=ED357865&ERICExtSearch_SearchType_0=no&accno=ED357865

"Teaching kids and teenagers about recycling and familiarizing them with theprocess of setting up recycling infrastructure will ensure that the next generation candouble or even triple current recycling rates."-1800recycling.org. Developing an

education program that teaches kids between the ages of 8-11 has the potential todouble or triple recycling rates in the future, which means that the future generationis more likely to keep the environment clean and not litter if we teach them thatimportance now before they are apathetic and set in their ways.

Source:http://urbanmining.org/2011/06/17/reduce-reuse-reteach-the-necessity-of-recycling-education/login_auth.asp http://1800recycling.com/2011/05/reduce-reuse-reteach-necessity-recycling-education/Tualatin River Rangers example from Oregon:

This interactive environmental education program teaches students aboutthe water cycle, watersheds, surface water pollution, water conservation and

wastewater treatment. The program is geared towards 4th grade students but can beadapted as necessary.The River Ranger program is designed to be presented by environmental educatorsto inform the public (children and adults) about how they impact water qualitythrough their use of sewer and storm systems.The presentation and activity book are designed to provide clean waterfundamentals in a manner that incorporates active group and individual participationas well as take home activities.

When we make our free River Ranger presentations in the Tualatin Riverbasin, our focus is on the Tualatin River. However, a "generic" version is availablefor groups wishing to spread a positive environmental message to children.

The program consists of a set of 15 posters that aid in telling the story ofwater as it travels through our homes and into the treatment facility and finally intothe rivers and streams.

Source:http://www.cleanwaterservices.org/Residents/JoinTheCycle/InYourCommunity/RiverRangers.aspx2. Situation Analysis
http://www.eric.ed.gov/ERICWebPortal/search/detailmini.jsp?_nfpb=true&_&ERICExtSearch_SearchValue_0=ED357865&ERICExtSearch_SearchType_0=no&accno=ED357865http://www.eric.ed.gov/ERICWebPortal/search/detailmini.jsp?_nfpb=true&_&ERICExtSearch_SearchValue_0=ED357865&ERICExtSearch_SearchType_0=no&accno=ED357865http://www.eric.ed.gov/ERICWebPortal/search/detailmini.jsp?_nfpb=true&_&ERICExtSearch_SearchValue_0=ED357865&ERICExtSearch_SearchType_0=no&accno=ED357865http://www.eric.ed.gov/ERICWebPortal/search/detailmini.jsp?_nfpb=true&_&ERICExtSearch_SearchValue_0=ED357865&ERICExtSearch_SearchType_0=no&accno=ED357865http://urbanmining.org/2011/06/17/reduce-reuse-reteach-the-necessity-of-recycling-education/login_auth.asphttp://urbanmining.org/2011/06/17/reduce-reuse-reteach-the-necessity-of-recycling-education/login_auth.asphttp://urbanmining.org/2011/06/17/reduce-reuse-reteach-the-necessity-of-recycling-education/login_auth.asphttp://urbanmining.org/2011/06/17/reduce-reuse-reteach-the-necessity-of-recycling-education/login_auth.asphttp://1800recycling.com/2011/05/reduce-reuse-reteach-necessity-recycling-education/http://1800recycling.com/2011/05/reduce-reuse-reteach-necessity-recycling-education/http://1800recycling.com/2011/05/reduce-reuse-reteach-necessity-recycling-education/http://www.cleanwaterservices.org/Residents/JoinTheCycle/InYourCommunity/RiverRangers.aspxhttp://www.cleanwaterservices.org/Residents/JoinTheCycle/InYourCommunity/RiverRangers.aspxhttp://www.cleanwaterservices.org/Residents/JoinTheCycle/InYourCommunity/RiverRangers.aspxhttp://www.cleanwaterservices.org/Residents/JoinTheCycle/InYourCommunity/RiverRangers.aspxhttp://www.cleanwaterservices.org/Residents/JoinTheCycle/InYourCommunity/RiverRangers.aspxhttp://1800recycling.com/2011/05/reduce-reuse-reteach-necessity-recycling-education/http://1800recycling.com/2011/05/reduce-reuse-reteach-necessity-recycling-education/http://urbanmining.org/2011/06/17/reduce-reuse-reteach-the-necessity-of-recycling-education/login_auth.asphttp://urbanmining.org/2011/06/17/reduce-reuse-reteach-the-necessity-of-recycling-education/login_auth.asphttp://www.eric.ed.gov/ERICWebPortal/search/detailmini.jsp?_nfpb=true&_&ERICExtSearch_SearchValue_0=ED357865&ERICExtSearch_SearchType_0=no&accno=ED357865http://www.eric.ed.gov/ERICWebPortal/search/detailmini.jsp?_nfpb=true&_&ERICExtSearch_SearchValue_0=ED357865&ERICExtSearch_SearchType_0=no&accno=ED357865http://www.eric.ed.gov/ERICWebPortal/search/detailmini.jsp?_nfpb=true&_&ERICExtSearch_SearchValue_0=ED357865&ERICExtSearch_SearchType_0=no&accno=ED357865


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For the past several years, the plastics industry has been successful inpostponing or tabling foam ban legislation. For the first time in about 7 years, theclient (ACC) finds itself in a unique situation where a foam ban bill is not an imminentthreat. With no direct opposition, the ACC is able to shift its focus from always beingon the defensive, to promoting positive solutions for the marine debris issue.

Environmentalists often see the plastic industry in a negative light.Historically, the plastics industry has been a scapegoat for litter in the form of marinedebris and landfill overpopulation. Environmentalists will try to leverage this historyagainst any cause - positive or negative - led by the plastics industry. Because ofthis, the ACC, DART or any plastics organization is unable to be the face of aprogram directly without immediate opposition.

3. Core Problem/OpportunityWithout direct opposition, the foam industry has the opportunity to institutepositive recycling programs to promote the use of foam as environmentally friendly.If we do not capitalize on this time of opportunity, we will be back on the defensiveuntil a ban on foam inevitably occurs.

4. Goal and objectivesGoal: To promote good public policy regarding plastics and discredit bans

as an effective policy tool.Objectives:

Educate 500 kids about the recyclability of foam by August 31, 2013. Receive letters against SB 529 from 100 of restaurants by August 31, 2013. Postpone ban against polystyrene 6 in Manhattan Beach, Culver City and

Glendale. Increase the amount of foam recycled by 20 percent by August 2014. Decrease amount of foam in marine areas by 20 percent by May 2014. Get 5 environmental groups to support Clean Up California before August

2013. Increase the number of restaurants participating in the Rinse and Recycle

Your Foam At Home program from 700 to 100 by August 2013.5. Strategies and TacticsClean Up California

We have developed five lesson plans of varying lengths, geared toward

teaching elementary school children about the importance of recycling and properlydisposing of waste. Within the education, we talk specifically about the recyclabilityof polystyrene, which many people do not know is recyclable. The end result of thisprogram would be that we are able to report to policymakers that x amount ofchildren have participated in the Clean Up California education program and havebeen taught about the importance of properly disposing of waste, including cleaningand recycling Styrofoam. Lesson plans, instructional videos and information about


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recycling are available on our programs websitewww.cleanupcalifornia.com. Thistactic fulfills objectives a, d, e and f.Mission Statement:

Clean Up Californias mission is to empower children to take responsibility forthe condition of streets, oceans, rivers and waterways. If children feel they areresponsible for the environment that surrounds them, they will take care of it.Through our educational presentations and activities, children understand they canbe part of the solution by properly disposing waste.Slogan: Blue is the new Green.

The Clean Up California program teaches that the best way to ensure a clean

California is a recycled California Hence, Blue is the new green. With advances inmodern technology, more materials are recyclable than ever before. This makesrecycling even more environmentally friendly. Now is the time to adopt a bluelifestyle so we can help clean up California.

Our lesson plans illustrate the importance of separating garbage between thewaste and recycle bin. Teaching kids and teenagers about recycling and familiarizingthem with the process of setting up recycling infrastructure will equip the nextgeneration to double or even triple current recycling rates (1800recycling.com). Ahigher recycling rate paired with proper disposal of other waste will mean cleanerstreets, oceans, rivers and waterways throughout California. Join us in cleaning upCalifornia today for a better California tomorrow.

Make kids recycling rangers when they listen and participate in the

presentation and include blog posts about what is happening at each presentation.The website would give anyone the opportunity to read about recycling and properlydisposing of waste.Potential Partners for Clean Up California:

Soccer leagues during the summer Boys & Girls Club YMCA Summer Camps Boy Scouts of America and Girls Scouts (Environmentalism merit badges) Friends of the Los Angeles River (FoLAR)

o *Already have a relationship with FoLAR and discussed them

implementing our recycling lesson plans. Los Angeles Department of Sanitation Kids Ocean Day LA Conservation Corps Keep California Beautiful LA River Corps

SWOT Analysis
http://www.cleanupcalifornia.com/http://www.cleanupcalifornia.com/http://www.cleanupcalifornia.com/http://www.cleanupcalifornia.com/


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Strengths Polystyrene is recyclable in California and more recycling programs are being

developed throughout the state DART has made an effort to make foam recycling more available, and to use

energy conservation measures in their production of foam Grassroots tactics have proven to be successful in tabling foam ban

legislation We have a database of about 800 restaurants who promote Recycle Your

Foam At Home and we are working to maintain and increase that list ofrestaurants.

Recent data shows that there is less foam litter in Los AngelesWeaknesses

We have a small team trying to do a states worth of work Lack of understanding and support from the community concerning the

recyclability of foam Lack of evidence of how many people actually recycle their foam at home There is a negative attitude towards the effects the plastics and foam industry

in has on the environmentOpportunities

Institute positive recycling programs for polystyrene Promote the use of polystyrene as an environmentally friendly option with

many uses once recycled Appeal to a wider audience other than Restaurants, such as schoolchildren Turn Clean Up California into an ACC or DART-funded 501(c)3 nonprofit

organization.Threats

People dont know that polystyrene is recyclable, or may be apathetic about it Environmentalists are extremely passionate about fighting foam Many businesses may face a financial burden if forced to purchase more

expensive food packaging If we expand beyond a grassroots effort, environmentalist groups may target

us

Keypublics: Educators

o Description of Public: Public and private elementary school teachers,coaches, youth program leaders (ie summer camps, etc),environmental education groups and school administrators in Los

Angeles County. Average salary of $70K.o Self-interests: Desire to keep students interested and engaged in the

learning process without winding them up or interfering with the rest ofthe school day. They also want material/activities that are packagedand simple to replicate and implement to save them time, but


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consistent with curriculum. They dont want to drop propaganda, butdo want to be in line with what other environmentalist groups teach.

o How our plan fits self-interests: We provide a package that worksinside and outside, is free and is also easy to implement. Thecurriculum will also teach according to state curriculum requirements.

o Action desired: We want educators to adopt our curriculum, and reporttheir numbers back to us. We can possibly link this to the lunch tray-recycling program that Samantha Martinez is working on.

o Key Message: Using our curriculum will help you empowerstudents to make a difference because its already put together tomeet your goals and interests, is already packaged, appeals tokids and easy to implement

o Secondary messages: "Solid waste curricula focus mainly on knowledge and

include, to a lesser extent, attitude change and actionstrategies."-The Journal of Environmental Education Volume24, Issue 3, 1993

"Children who feel they have control over and responsibilityfor their own actions and behaviors have strong pro-environmental attitudes."-ERIC, Amy Malkus & Lynn Musser

"Teaching kids and teenagers about recycling and

familiarizing them with the process of setting up recyclinginfrastructure will ensure that the next generation candouble or even triple current recycling rates."-1800recycling.org

LA Sanitation Bureauo Description of Public: Key/intervening public, responsible for solid and

liquid waste disposal in LA city and surrounding communities, alsoresponsible for watershed and clean water programs.

o Self-interests: Mission statement: an organization that sets thebenchmark for outstanding service and responds to the challenges oftomorrow. Want sanitation to seem hip and cool/sexy so peoplesupport them and use their services, increase awareness of new tothe blue and polystyrene recycling.

o How our plan fits self-interests: We are giving them a sexy program topromote their blue bins, which puts them on the forefront of taking careof tomorrows programs and promoting health and safety by disposingof waste where it belongs.
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o Action desired: let us use their name and put something about ourprogram and curriculum on their site, find groups for us to shop theprogram to, and report numbers, film videos for us.

o Key Message: Supporting our program will encourage properwaste disposal and will show the LA Sanitation Bureau asactively reaching out to the next generation.

LA River Revitalization Corpo Description of public and definingself-interests: Mission to protect and

revitalize the river, restore a functional ecosystem, reintroducesteelhead trout, etc. Their objective is to create healthy, vibrantcommunities with greater open space, enhanced green infrastructure,and better recreational facilities.

o How our program fits self-interests: Education will help kids learn theimportance of keeping waste out of the river so the environment willthrive, so they and their families will keep the river clean andeventually people want to come to the river.

o Action desired: Teach our curriculum, report back, support the issue,outreach to other government agencies, be our advocate or potentiallyour face, support our program rather than ban legislation

o Key Message:Our program will add another facet to your organizationby empowering younger students to care for the rivers revitalization.

FoLARo Description of public: Specifically Shelley Backlar, head of education

and field trip programs for FoLAR. Teaches about history of the river

and what lives there. She is more moderate than mostenvironmentalists- doesnt believe in the effectiveness of bans. Usedto be the Executive Director of FoLAR, stepped down because shewanted to be in charge of Education program and reduceresponsibilities. Shes very laid back and easy to work with andappreciates initiative.

o Self-interests: Want to and restore the natural and historic heritage ofthe Los Angeles River and its riparian habitat through inclusiveplanning, education and wise stewardship, keep the river clean, makethe river a center of the community, reintroduce native species.

o How our program fits self-interests: We reach their 3rd objective of

teaching people how they are connected to the watershed by teachingstudents to dispose of waste properly so it doesnt end up in the river.o Action desired: Support our legislation instead of bans, let us use their

face, adopt our curriculum into their field trip curriculumo Key message: Our program will help fulfill your third objective of

teaching students how they are connected to the river and itswatershed, which will empower them to keep the river clean.

Secondary publics: Los Angeles Area Politicians


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o Description of public: LA area Senators Hernandez, DeLeon, Knight,Lara, Padilla, Liu, Price, Pavley, Lieu, Huff, Calderon, McLeod; MayorGarcetti; LA City Council; LA area Assembly members, Gorell, Smyth,Fuentes, Blumenfield, Brownley, Feuer, Gatto, Portantino, Prez,Mitchell, Davis, Bradford, Hall, Butler, Lowenthal, Rurutani; Officestaffers (intervening). All policymakers have responsibility for differentdistricts, various demographics. We keep it general because we aretargeting all of them generally.

o Self-interests: Want to look good, get support, be re-elected, havetheir own laws passed, help their constituents

o How our program fits self-interests: We are giving them positive resultsthat show good things happening so they can support the movement.

This makes them look good for supporting an effective program andgives them a reason to support proactive programs rather than banlegislation

o Action desired: Not support ban-based legislationo Key message: Our recycling education program is more effective than

bans because it empowers children to make a difference and findinnovative new solutions rather than replacing one form of waste withanother.

Kids:o Description of Public: Specifically targeting elementary-age kids

between 7-10 years of age. They are still in the sponge stage oflearning, and are very passionate about the learning process.

o Self-Interests: Having fun, making the world a better place, receivingpraise and approval for doing a good job, feeling important.

o How our plan fits their self-interests: This curriculum will empowerstudents to make California a cleaner place and have an impact on theworld.

o Action desired: Dispose of waste properly and teach others to do so aswell

o Key Message: If you recycle you will be cool, and also help theenvironment, which is really cool.

Secondary Messages: Only you can make a difference.

Other tactics/Past Intern Projects:Rinse and Recycle your Foam at Home:This is a program that more than 700

restaurants have joined over the past 2-3 years, encouraging their customers torinse their polystyrene foam takeout materials and recycle them in theirresidential blue bin. Basically, each restaurant puts a sign up in their window orcounter, and then Samantha maintains a list of participating restaurants. Thistactic fulfills objectives d, e and g.


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Testimonial Video: Restaurant owners participated by telling their stories,explaining their use of foam and justifying the benefits of that product.

Senator Letters: Depending on the bill, interns in past years have gone torestaurants, informed restaurant owners about the bill and its possible effects onthe restaurant, and asked for handwritten letters asking their state and localrepresentatives not to support ban legislation. This years bill was SB 529, whichasked for incredibly high recycling rates of all takeout materials, which would endup banning all of the materials (not just polystyrene) if the rates were not met.This bill was tabled in early June 2013.This tactic fulfills objective b.

6. EvaluationSustainability- how are we going to keep this program running when were gone?

o Teachers must report the number of students in their class for ourrecords

o This will become a part of FoLARs presentation, and they will becomeour advocate and share their numbers with us

As we develop relationships with other organizations, wediscuss with them their responsibility to share data with us.

clean up california strategic plan

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