Issue - meetings

The Chief Executive has received the following call-in in accordance with Standing Order No. 9:

Proposed by: Councillor P. Blackmore

Seconded by: Councillor Hodgkinson

“Need to justify suspending standing orders for a communications campaign on re-cycling when the money could be spent on improving existing recycling facilities.”

The report considered by the Executive Board Sub-Committee is attached.

The following call-in had been received in accordance with Standing Order No. 9:

“Need to justify suspending standing orders for a communications campaign on re-cycling when the money could be spent on improving existing recycling facilities.”

The call-in was moved and seconded by Councillors P. Blackmore and Hodgkinson respectively.

In considering the call-in, concerns were expressed relating to:

• the expenditure of £140,000 when the Council already employed trained officers;
• the need for the extension of the existing recycling schemes to take priority over a communication campaign; and
• the overall amount being spent by the Council on consultants when, in this instance in particular, it was considered that in-house resources could be utilised.

In response to these concerns, the following was advised:

• it had previously been acknowledged that, due to design, it was difficult to introduce recycling schemes to some areas, however steps were being taken to address this;
• according to professional advice, the campaign was much needed and efforts to increase recycling, and the resulting savings that could be achieved, had been delayed by the call-in process;
• there had been an increase during the summer months in the required recycling targets and the aim of the campaign was to achieve financial benefits;
• a large part of the campaign would involve door-to-door canvassing which, if undertaken in-house, would result in the need for the employment of a number of short term staff: this was the principal reason that the work could not be carried out internally within existing resources;
• in-house staff would be involved in the campaign in relation to communications and marketing; and
• there was a commitment to provide every household in the Borough with the opportunity to recycle and there had already been heavy investment to facilitate this.

The Council considered a motion to reject resolution ES41 of the Executive Board Sub-Committee from the meeting held on 16^th October 2008 in relation to the Waste Management Communications Campaign. The motion was put to the vote and rejected and so it was:

RESOLVED: That resolution ES41 of the Executive Board Sub-Committee meeting held on 16^th October 2008 be affirmed.

The Sub-Committee considered a report of the Strategic Director – Environment seeking approval for the waiving of relevant procurement standing orders in relation to a waste management communications campaign.

It was noted that Halton Borough Council’s Municipal Waste Management Strategy highlighted the need for effective communications and awareness-raising to facilitate a positive behaviour change in Halton. The Council had invested significantly to deliver a programme of enhanced kerbside recycling services to meet future targets; however, the Council would only be successful in achieving targets if it had the co-operation of the residents of Halton.

Essential to achieving increased co-operation and participation was a raised awareness of waste related issues and the report set out the details of a proposed comprehensive and targeted communications and marketing campaign to bring about such increased awareness amongst the residents of the Borough.

The Sub-Committee was advised that EnviroComms, an external communications specialist, had been commissioned to deliver training to a number of key Council officers focusing upon the principles of successful communication and publicity. EnviroComms had also been asked to provide proposals to deliver a campaign in Halton to achieve a number of outcomes, which were outlined for Members’ information. Subsequently, EnviroComms had submitted a proposal that was made up of a number of key components including:

• a Halton “Brand” Development;
• public roadshows;
• direct marketing to each household in the Borough; and
• “doorstepping” and community engagement activities.

A key part of the proposal would be a team of trained individuals directly engaging with residents through a programme of visits to households within the Borough. This would assist in identifying attitudes towards recycling and existing barriers to recycling, and would increase awareness and use of existing and future recycling services. In addition, an integrated media and advertising campaign would also be managed and delivered jointly by the Council’s Press and Public Relations Manager and relevant waste management officers who had co-ordinated such activities to date.

The Sub-Committee noted that EnviroComms had a proven track record of delivering successful campaigns for local authorities that had resulted in significant increases in recycling performance. The overall cost of the proposal for Halton, which would run for approximately 18 months, was anticipated to be £140,000. Standing Orders required that a tendering exercise be undertaken where services of this value were to be procured; however, the aim of the campaign was to exceed Halton’s Local Area Agreement (LAA) recycling targets and, in order to do so, would require its commencement at the earliest opportunity. Any further delay resulting from a potentially lengthy tendering exercise could jeopardise the Council’s achievement of such targets. Furthermore, the early introduction of the campaign would increase the level of recyclable materials collected and the Council would benefit from an increased reduction in landfill disposal charges.

The first meeting with Government Office North West to review the Council’s actions to meet the stretched performance targets contained within the Halton LAA was to take place on 26^th November 2008 and it was important to be able  ...  view the full minutes text for item 41