S S S Clean Rivers Clean Oceans combat
S S S Clean Rivers, Clean Oceans combat plastic pollution at the source An initiative by Valerie Blanco & Rick Broersma in collaboration with: 27 November 2014
Agenda S S S 1. Inspiration from around the globe 2. The Clean Meuse project 3. Key Success Factors and learnings from the Clean Meuse project
Global initiatives Reduce Collect Clean up S S S Recycle & re-use
Global initiatives Reduce S S S
Global initiatives Collect S S S
Global initiatives Clean up S S S Recycle & re-use
Global initiatives S S S Recycle & re-use
Global initiatives S S S Recycle & re-use
Agenda S S S 1. Inspiration from around the globe 2. The Clean Meuse project 3. Key Success Factors and learnings from the Clean Meuse project
The Meuse S S • Origin in France and ends in the North Sea (925 km long) • Important transportation S waterway connecting port of Rotterdam with Industrial zones S • But also an important river for recreational use (boating, fishing) • Last, but not least it is an S important source for drinking water
The Meuse S S S
But once a year. . . we get a good view of what happens below the surface Macro plastics Micro plastics S S S
Clean Meuse Limburg a project focused on awareness and cleaning up a river system 2012 2013 S S S 2020 2014 1. Project start with conduct of field research 2. Engagement of relevant political and non-governmental stakeholders 3. Development of concept for the clean-up actions • Existing associations • Small fee for support • Clean-up efforts coordinated by clean-up desk • Extensive communication to create awareness S Goal: the Meuse clean at Mook by 2020
Clean Meuse Limburg a project focused on awareness and cleaning up a river system 2012 • • 2013 S S S 2020 2014 Public engaged for first clean-up action • 5 counties involved • 28 groups cleaned 43 stretches representing approx 95 km 2 cleaned The pilot was a success! S Goal: the Meuse clean at Mook by 2020
Clean Meuse Limburg a project focused on awareness and cleaning up a river system 2012 2013 S S S 2020 2014 • Increased engagement • Nr of counties doubled to 10 participants • 76 streches cleaned, representing 150 km 2 of cleaned land / riverbed • Participation grew to 71 groups (28 in 2013) 2015 and onwards • Project will be mirrored to 2 additional rivers in the Netherlands, the IJssel and the Schelde • Material sorting to: • Identify the main sources of the pollution • Identify potential for increased recycling • Source elimination in cooperation with the relevant stakeholders • By 2018 another doubling targeted of stretches to be cleaned-up. S Goal: the Meuse clean at Mook by 2020
Participating parties S S S Core group • Province of Limburg • 1 County of Limburg • Ministry of water management • IVN nature education Project group • Core group • Counties of Limburg province • Nature conservations groups S S S Active participants • Public • River research group • Local and national industry and companies • Open university Heerlen • High school Zuyd Heerlen • International partners
Agenda S S S 1. Inspiration from around the globe 2. The Clean Meuse project 3. Key Success Factors and learnings from the Clean Meuse project
Key Success factors of the Clean Meuse Limburg project S S S 1. Research to provide insight in the quantitative and qualitative data of litter flows and river characteristics 2. Effective and efficient stakeholder engagement 3. Generate political support and buy-in on local and regional level 4. Engagement of general public to increase awareness as well as effectively clean riverbeds 5. Good waste collection infrastructure with sustainable material and energy recycling S S S
Good understanding of. . . River systems S S S 2 Factors • Tidal river; pollution on land most effectively cleaned after high water (March / April) • Varying heights of riverbank impact the clean-up operation
Good understanding of. . . River flows 4 Monitor the development S S S 1 Understanding the of the problem and impact Factual research S 2 Understanding the S 3 Create awareness/link to policy making/engage stakeholders Source tackling Source identification source to address the root cause
Stakeholder engagement Steps to success Identify your stakeholders Communicate effectively 1 a) Identify 2 a) Consider Inspiration stakeholder groups arguments that from Clean connect with the Meuse project 1 b) Identify their S interests 1 c) Identify their potential role S stakeholder’s interests 2 b) Sequence your communication Path of least resistance 3 a) Use existing networks 3 b) Build on optimism 3 c) Clear role demarcation and assignment based on expertise and interest S S Build on success 4 a) Communicate results of pilot extensively 4 b) Positive results will trigger interests from other stakeholders S Lasting buy-in 5 a) Ensure inclusion of river litter in policy making 5 b) Get long term commitments from stakeholders 5 c) Make a self sustaining economic model / business case 5 d) Facilitate knowledge exchange and sharing of best practices
S S Political support S Politician’s concerns 1) 2) 3) 4) Not my responsibility Other priorities Limited funding / resources How will this sit with my electorate? S Senior level commitment 1) Important government official publicly commited to the issue S S Supporting supranational frameworks 1) EU Marine Strategy Framework Directive 2) UNEP Public support 1) Creating public awareness and thereby interest in the problem 2) Involve affected stakeholders to influence political stakeholders
General public (1/2) Awareness campaign S S 1. Involvement of volunteers in clean-up actions • • • Based on principle: “seeing is believing” Biggest impact: Focus on group not on individual Financial incentive for volunteers 2. Extensive communication through existing channels • • Facebook Twitter Own website Local media S
S S General public (2/2) Influencing behaviour (model: R. Cialdini) Reciprocity Scarcity Authority Commitment & consistency Liking Implementation Clean Meuse • Reward action with another kind action. • Play facilitating role: arrangement of clean Create good will by making the first step. • ups and material, pick up of collected litter Financial reward for groups that adopt a stretch of the Meuse river. • Perceived scarcity will generate demand • Having a clean river is a scarce product • people tend to obey authority figures • Not applicable in Clean Meuse, but other “plastic projects” use this lever • people tend to honor an agreement • People also want to act in a way that is consistent with their values and beliefs • people are easily persuaded by other people they like • people will do things they see other Social proof S Theory people doing • Participating in clean-up effort creates • • commitment to be considerate with waste Created special school programs Long term commitment • Clean Meuse used existing groups like boyscouts/sportclubs etc. to create a bigger impact in shorter time. Teambuilding opportunity. • Show clean up projects in the media (facebook, news on tv, write articles) • The success of the project in south Holland resulted in becoming a exemplary role for the
Exisiting infrastructure Waste collection along the Meuse S S S Garbage containers • Containers for garbage collection located along the Meuse • (80% of all waste in NL is recycled) Waste collection • Collection runs after high water in March and April • Special extra runs after ad hoc high water periods Waste treatment • 13 CHP waste incinerators in the Netherlands, where 65% of all residiual waste is processed into energy and heat • Starting in 2015: pilot with sorting of waste found along the Meuse for increased recycling
Exisiting infrastructure Waste collection along the Meuse S S S Ranking of sustainability of residual waste treatment Garbage containers approaches (from most sustainabile to least) • Containers for garbage collection located along the Meuse 1. Anaerobic MBT, extracting both metals and plastics for recycling, with residual waste landfilled Waste collection 2. Aerobic MBT, extracting metals and refuse derived fuel, only if lattercollection replaces coal energy • Monthly offired waste 3. Heat only incineration with metal extraction • Additional collection runs after high water in March and 4. Anaerobic MBT, extracting metals with residual waste landfilled April 5. Aerobic MBT, extracting metals with residual waste landfilled • Special extra runs ad hoc high water periods 6. Electtricity only after incinerators 7. Landfill with 75% capture of methane 8. Aerobic MBT, followed by fluidised bed treatment of residual Waste treatment waste 9. CHP Landfill withincinerators 25 -50% capture • 13 waste in of themethane Netherlands, where 65% of all waste is processed into energy and heat • Starting in 2015: pilot with sorting of waste found along Source: report Truths“ from Friends of the Earth the Meuse for „Dirty increased recycling
S S S Thank you Are there any questions? A special thanks to:
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