Western Riverside Waste Authority (WRWA) appointed Enventure Research to carry out an evaluation of its ‘Golden Ticket Draw’, a recycling reward initiative to encourage residents to recycle more materials and to use the recycling services correctly. WRWA, which is the waste disposal authority that manages waste disposal services for the London Boroughs of Hammersmith and Fulham, Lambeth, Wandsworth and the Royal Borough of Kensington and Chelsea was awarded a grant from the Department for Communities and Local Government for the initiative.
The scheme motivates residents by encouraging them to recycle all materials correctly and placing a ‘golden ticket’ with their recycling materials. Tickets are picked out at random of recycling bags that have the correct materials and residents and community organisations can win cash prizes of up to £5,000 depending on which authority they live in.
Enventure Research conducted two focus groups with residents living in the four constituent Boroughs involved in the scheme on 19 January 2016. A specifically designed discussion group was developed to help Enventure Research’s experienced moderators develop insight into residents’ views about the impact and effectiveness of the Golden Ticket Scheme and the publicity and communication around it.
In addition to the focus groups, a series of short in depth telephone interviews was held with residents between 20 and 25 January 2016.
Results and Benefits to the Client
The focus groups and telephone interviews revealed that residents tended to feel positively about the Golden Ticket Draw and about recycling in general. Residents’ attitudes about perceived barriers to recycling, effectiveness of communications materials regarding the draw and potential ways of promoting the draw were also explored.
The results will help WRWA to explore further methods of promoting the Golden Ticket Scheme and recycling in general.