Delivering 5 easy ways to reduce unwanted mail

The Stop-the-Drop campaign

Re-launch of the national Unwanted Mail campaign in August 2009 aiming to:

•Encourage householders to reduce the amount of unwanted mail they receive

•Gives details of five steps to take to help reduce unwanted mail

Achievements: over 134,000 MPS registrations across Scotland since Oct 07

Delivering 5 easy ways to

reduce unwanted mail

Brand rational- Campaign title is also the call to action.

- Messages are short and sharp. - Clear and simple imagery used.

Campaign has five distinct calls to action

1. Write to sender - Personally addressed mail and mail addressed to ‘The Occupier’.

2. Register with the Mailing Preference Service- Personally addressed mail from companies you’ve not dealt with.

3. Register with Your Choice and opt out of the Royal Mail’s Door to Door service- Unaddressed mail from members of the DMA and the Royal Mail.

4. Opt out of the edited version of the electoral register- To prevent you name and address being used for direct mailings.

5. Use online services- To reduce the amount of paper bills and statements you receive.

The 5 easy ways:

Campaign materials:

Resources and materials for the campaign include

Online: • Website – www.stop-the-drop.org.uk • Online adverts

Offline: • Leaflet• Press advert• Pull up banners• Posters

Campaign materials: Online advertsThree formats available for

use: 1. Leader board

2. MPU 3. Skyscraper

Online adverts • Animated online adverts that are

in different sizes and shapes. • Use these to link from your site

to the Stop the Drop website.

Campaign materials: Leaflet

Main campaign leaflet• Provides the main information on

the campaign and the 5 steps. • Can be made available to the

public to pick up at appropriate locations.

• 300 printed leaflets have been made available to partner organisations.

Campaign materials: Press advert

Press advert• Generic press advert available. • Can be resized for use in any

local press titles. • Include your own logo into the

press advert. • Artwork available from

Waste Aware Partners.

Campaign materials: Pull up banners

Pull up banners • Two kinds of banner are

available.• These can be borrowed for use

at localised campaign support. • Contact Waste Aware Scotland to

request the use of the banners. • Email the dates you need them

from and to. Email these details to:

chris.morrison@ksbscotland.org.uk

Campaign materials: Posters

Posters • Three kinds of posters are

available.1. General campaign poster.2. Outline of the 5 easy steps.3. Events poster.

• Print these up to A3 in size. • Artwork for these are available

from Waste Aware Partners

3.

2.

1.

Campaign materials: Posters(1) General campaign

poster.(2) The 5 easy steps. (3) Local events poster.

Campaign materials: Poster 1

• Posters 1: General campaign poster.

• Use this to raise the awareness of the campaign to coincide with any activity happening in your area.

• Place in prominent spots where it will be seen.

Campaign materials: Poster 2

Posters 2: The 5 easy steps poster.

• This gives the basic outlines as to how one can reduce unwanted mail.

• Use this to accompany the other posters.

• Place in locations where there will be enough time to read the steps.

Posters 3: Events poster.

• Use this to advertise any local events that you are having.

• Write the time and place in the space provided.

Campaign materials: Poster 3

Campaign Activity

Focus on multi media national advertisingOnline advertising:• Burst 1: Aug 24th – 26th September 09 • Use the adverts produced directed to Scottish IP addresses.

National Press advertising:• Burst 2: Sat 24th and Sun 25th October 09• National press space ½ page in 13 press titles.

Daily Record / Scottish Sun / Herald / Sunday Herald / Scotsman / Scotland on Sunday / Scottish Daily Mail / Scottish Daily Express / Sunday Mail / Press and Journal / Sunday Post / Sunday Times Scotland

Monitoring and EvaluationMPS registration by population MPS registration by population

Local authority Sep-07 Aug-09 INCREASE Local authority Sep-07 Aug-09 INCREASE

Argyll & Bute 7.7% 10.2% 2.5% West Dunbartonshire 6.5% 8.9% 2.4%

Dumfries and Galloway 5.6% 7.4% 1.8% Aberdeen City 11.2% 13.6% 2.4%

East Ayrshire 8.2% 10.6% 2.4% Aberdeenshire 11.6% 14.6% 3.0%

North Ayrshire 6.3% 8.2% 1.9% Moray 8.2% 12.0% 3.8%

South Ayrshire 6.3% 7.9% 1.6% Highland 6.8% 8.9% 2.0%

Fife 6.3% 9.8% 3.5% East Lothian 7.9% 10.4% 2.5%

Clackmannanshire 16.1% 23.0% 6.9% Edinburgh City 9.3% 11.6% 2.3%

Falkirk 9.1% 12.6% 3.5% Midlothian 15.1% 19.4% 4.3%

Stirling 13.7% 18.9% 5.3% Scottish Borders 7.4% 10.1% 2.7%

East Dunbartonshire 10.3% 14.0% 3.7% West Lothian 10.4% 13.7% 3.3%

East Renfrewshire 10.3% 13.3% 3.0% Orkney 5.9% 8.5% 2.6%

Glasgow 5.6% 7.2% 1.6% Shetland 6.0% 9.7% 3.7%

Inverclyde 4.3% 5.7% 1.5% Angus 11.6% 15.2% 3.6%

North Lanarkshire 6.6% 9.1% 2.5% Dundee 5.1% 6.7% 1.6%

Renfrewshire 6.0% 7.8% 1.9% Perth & Kinross 11.7% 16.0% 4.3%

South Lanarkshire 5.9% 7.9% 2.0% Western Isles 4.2% 5.0% 0.8%

       

Scotland 8.0% 10.6% 2.6%

Comparison of MPS registrations in Moray over 2 years

Moray: Monthly MPS registrations comparison

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Oct Nov Dec Jan Feb Mar Apr May Jun July Aug Sep

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Oct 07 - Sept 08 Oct 08 - Aug 09

Thanks for listening.

Chris Morrison (T) 01786 468784 (E) chris.morrison@ksbscotland.org.uk