Question reference: S6W-13416
- Asked by: Maurice Golden, MSP for North East Scotland, Scottish Conservative and Unionist Party
- Date lodged: 21 December 2022
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Current status: Answered by Lorna Slater on 17 January 2023
Question
To ask the Scottish Government, further to the answer to question S6W-12926 by Lorna Slater on 20 December 2022, how much was spent on each of the campaigns mentioned; how many people each campaign reached; what change in battery recycling rates was measured as a result, and whether it will provide details of any other metrics used for assessing the campaigns.
Answer
The Zero Waste Scotland (ZWS), ‘Batteries Are Better Recycled’ campaign ran in late February and early March 2021. The original campaign cost £7777.87, and reached just under 340,000 people through print and online, and around 192,500 people through social media. Analysis showed the campaign reached people in 15 out of 32 Scottish local authority areas.
Zero Waste Scotland expanded the campaign’s messaging in the first half of 2022 to include an additional focus on the fire hazards associated with incorrect disposal of batteries, for use by local authorities. This additional campaign material cost £3438.60, and was well-received by local authority partners.
No data is held on the campaign’s direct impact on battery recycling rates. As part of evaluation for campaigns, media coverage, social media tone and sentiment, use of campaign assets and toolkits, and qualitative feedback from key stakeholders and partners, including local authorities, are all routinely reviewed to assess campaign impact and uptake.
We do not hold information centrally on the Environment Services Association’s ‘Take Charge’ autumn 2022 campaign.