To raise awareness of Energy from Waste
-A Swedish example
Ms Gunilla Carlsson
Communications Manager
SYSAV, South Scania Waste Company, Sweden
Wiio´s “laws”
Communication usually fails, except by accident
If communication can fail, it will
If communication can not fail, it still most usually fails
If communication seems to succeed in the intended way, there's a
misunderstanding
If you are content with your message – communication certainly fails
If a message can be interpreted in several ways, it will be
interpreted in a manner that maximizes the damage
There is always someone who knows better than you what you
meant with your message
The more we communicate, the faster misunderstandings
propagate
So – why communicate?
The 4-E:s
EE
EE
Enforcement -as in laws and directives
Engineering -as in technical system, infrastructure, plants
Education -as in communication
Encouragement -as in positive feed-back
The 3rd E
Sysavs way to communicate
Information
Communication
Brochures
Web competitions Media
Fact sheets
Speeches
Campaigns
Web-site
Relations with groups
Technical visits
School information
Effect of mass campaigns
25 people/1000 changes their behavior permanently!
Permanently changed behavior
0.025%
Awarded behavior
0.05%
Behavioral change
0.10%
Remembers the message
0.78%
Understands how
1.57%
Understands why
3.13%
Understands what
6.25%
Shows interest
12.5%
Sees the campaign
25%
Banner
Test your waste knowledge
and win a bicycle!
Have Sysav succeeded
in communicating “Energy from Waste”?
What do you believe happens with
the waste from the bins?
Is incineration a good treatment method?
It becomes energy
It is incinerated
Don’t know
Conclusions
Communication is an important complement to Enforcement
and Engineering. But communication can not replace them.
Make a strategy for your communication. Use different
methods for your communication. Evaluate the results to
see if you have succeeded. If not – continue and be patient.
If you have a good reference object – invite the public to visit
it. Dialogue is an efficient way to communicate and
increases the companies trustworthiness.
Thank you for listening!