City of Milwaukee Recycle for Good
Public Education and Outreach Campaign Fact Sheet
www.milwaukeerecycles.com
Contact: Cecilia Gilbert
Cecilia.Gilbert@milwaukee.gov
414-286-3261
Recycling in the City of Milwaukee
The City of Milwaukee began curbside recycling for 36,000 residential households in 1989. The program
was expanded each year until serving all single-family to 4-unit households by 1995.
Currently, the City collects recyclables from approximately 190,000 households.
Recycling is mandated by state law and City ordinance.
In 2006, the City of Milwaukee recycled 25,300 tons through its curbside program. In 2007 - 24,017 tons.
The most valuable commodity in the curbside recycling program in terms of its price is aluminum cans.
The most revenue comes from newspaper, as that commodity currently makes up more than 50 percent
of what is recycled through the program.
Mixed paper, like junk mail and paperboard food boxes are the recyclable items most often mistakenly
thrown in the trash.
Recycling saves the City money by avoiding landfill fees while also generating revenue from the sale of
recyclable commodities.
Research to Determine Barriers to Recycling and What Motivates Residents to Recycle
Focus Groups:
In late January of 2008, the City of Milwaukee conducted focus groups among self-reported “low,”
“medium” and “high” recyclers from several different neighborhoods throughout the City.
Key findings:
All recyclers need more information about what is recyclable
People are interested in learning more about the impacts if they recycle versus if they don’t
Medium to high recyclers feel that recycling means “doing the right thing” for
neighborhood cleanliness and the environment
Low recyclers are primarily motivated by the benefits of recycling for the individual
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City of Milwaukee Recycle for Good Public Education and Outreach Campaign Fact Sheet
Phone Survey:
In spring of 2008, the City of Milwaukee conducted a random phone survey of 400 City of Milwaukee
residents (355 of the 400 participate in the City of Milwaukee curbside collection program).
Key findings:
 89% of respondents indicated they recycle in the City’s curbside program
 71% of respondents who said they recycle at medium-to-high levels are more than 36 years
of age
 78% of those serviced with large recycling carts would be willing to roll their carts to the curb
rather than the City retrieving them if it meant they would have a set recycling schedule of
every other week
 82% of those same respondents said they would not be willing to pay more to have
recyclables picked up every other week on a set schedule
 When asked what would motivate them to recycle more, respondents just as commonly
indicated “better understanding the benefits of recycling” as they did a “financial incentive.”
Other Research:
Statistical data and qualitative research by the Wisconsin Be SMART Coalition and the Department of
Public Works.
Recycle for Good Campaign
Launched on September 30, 2008.
The overall goal of the campaign is to increase the tonnage of recyclables among City of Milwaukee
residents by 15 percent.
Recycle for Good Campaign Strategies
Based on the research results, the following strategies were developed in order to not only increase
awareness, but more importantly, to influence behavioral changes toward increased recycling:
 Provide assistance for neighborhood campaigns that link recycling with cleaner, more attractive
neighborhoods
 Institute city-wide education and public outreach communicating that:
 recycling is the norm in the City of Milwaukee
 recycling makes a positive impact on our neighborhoods and quality of life
 recycling conserves natural resources and saves the City money
 Educate residents on what items can be recycled, including lesser-known items such as junk
mail, paperboard, egg cartons and more.
 Investigate alternative collection options that make recycling easier and more reliable.
Recycle for Good Campaign Elements
The Recycle for Good Campaign will communicate and educate residents through:
 a consistent campaign theme and brand that is memorable and recognizable
 development of a campaign-specific Web site www.milwaukeerecycles.com
 educational pieces that inform residents on what can and cannot be recycled; how to recycle;
what happens to recyclables once they are collected by the City; how the City benefits from
increased recycling; and more
 print, online and radio messages that educate and persuade residents to recycle more
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City of Milwaukee Recycle for Good Public Education and Outreach Campaign Fact Sheet
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outdoor graphics, such as recycling truck billboards that will increase awareness of the campaign
at the street level
outreach and assistance to neighborhood organizations and associations initiating recycling
campaigns.
How Can City of Milwaukee Residents Recycle for Good?
 Visit MilwaukeeRecycles.com to learn more about what you can and cannot recycle.
 Place a bin or a bag inside your kitchen next to or near your indoor garbage can so it’s easy to
sort the recyclables from the trash right away.
 Keep a bin, box, or paper bag next to where you open and read your mail.
 Encourage your neighbors to recycle.
 Be aware of increased recycling opportunities, especially during the upcoming holidays.
 Recycle on the street – if you see items on your neighborhood streets or sidewalks that can be
recycled, take them to the nearest bin.
 Take overflow recyclables to a recycling drop-off site.
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City of Milwaukee Recycle for Good Public Education and Outreach Campaign Fact Sheet