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HomeMy WebLinkAboutCAO 02-25Report to Executive Committee Report Number: CAO 02-25 Date: March 3, 2025 From: Marisa Carpino Chief Administrative Officer Subject: Anti-Littering Campaign -File: A-1440 Recommendation: 1.That Report CAO 02-25 regarding the Anti-Littering Campaign be received; 2.That staff be authorized to implement the digital Anti-Littering Campaign in 2025, as set out in this report; 3.That the Mayor be requested to consider including funds in the amount of $12,000.00 in the 2026 Public Affairs & Corporate Communication Current Budget to install temporary signage to promote the City’s Anti-Littering Campaign; and 4.That appropriate City of Pickering officials be authorized to take the actions necessary to implement the recommendations in this report. Executive Summary: The purpose of this report is to introduce a new municipal anti-littering campaign, as directed by Council through Resolution #594/24. City staff have developed a campaign aimed at addressing issues related to careless littering and illegal dumping particularly across Pickering’s beachfronts, parks, and trails. This initiative features a compelling slogan and hashtag designed to promote awareness and effect behavioural change. Subject to Council’s approval, the digital Anti-Littering Campaign will run for a minimum of one year beginning spring 2025 using in-house resources and existing funds in the 2025 Current Budget. Relationship to the Pickering Strategic Plan: The recommendations in this report respond to the Pickering Strategic Plan Priorities of Lead & Advocate for Environmental Stewardship, Innovation & Resiliency; and Foster an Engaged & Informed Community. Financial Implications: The City of Pickering will utilize all municipal communication channels to maximize free exposure, and existing 2025 Current Budget resources as available, while leveraging current regional partnerships, including Durham area municipalities, maintained by the Sustainability section of the City Development Department. CAO 02-25 March 3, 2025 Subject: Anti-Littering Campaign Page 2 Although the digital campaign is set to launch in spring 2025, there is no allocated budget for signage in 2025. Therefore, staff are requesting that $12,000.00 be included in the 2026 Current Budget to install a series of temporary promotional signs next year. Discussion: To address Resolution #594/24, a working group was formed comprised of staff from Public Affairs & Corporate Communications, Municipal Law Enforcement Services, Parks Operations, Road Operations, Customer Care Centre, and Sustainability. Being mindful of budget and staff resources in 2025, staff will largely be integrating the new anti-littering campaign into existing programs, events, and educational outreach initiatives led by Sustainability as part of its environmental engagement initiatives, and Public Affairs & Corporate Communications, as part of its management of the City’s owned communication channels and platforms. A.Campaign Creatives City staff were directed to develop an anti-littering campaign featuring a catchy slogan that effectively addresses issues related to fishing, pollution, and careless littering. The resulting campaign slogan, “Littering? That’s so trash.” accompanied by the hashtag #ThatsSoTrash, is designed to provoke thought, evoke emotion, and inspire change. The slogan harnesses the power of social language to instill a sense of responsibility and accountability. ‘That’s so trash’ has evolved beyond its literal meaning of garbage, gaining popularity in online communities and social media as a way to call out something undesirable. Among Millennials and Gen Z, 'trash' has been widely adopted as slang to describe something low-quality, undesirable, or socially unacceptable, making it an effective and relatable term for this campaign. By repurposing this phrase, the City highlights the shameful nature of littering while fostering a sense of community pride and environmental responsibility. Strategic marketing plays a crucial role in shifting social norms, and public accountability can be a powerful motivator for change. By making littering socially unacceptable, the campaign encourages residents to take pride in their surroundings and consider the broader impact of their actions. The campaign will feature a series of visuals, and select examples have been provided below. CAO 02-25 March 3, 2025 Subject: Anti-Littering Campaign Page 3 To further strengthen outreach, additional targeted slogans will be introduced, each designed to resonate with specific audiences and behavio ural patterns: 1.‘Be a part of the solution, not the pollution’ This slogan can appeal to families with younger demographics, such as children and pre-teens in the 6-12 year age range, encouraging them to take an active role in maintaining cleaner, more sustainable communities. Through digital engagement and school outreach, youth will be empowered to lead by example and become stewards of their environment. 2.‘Your dirty actions cost us all’ This slogan highlights the devastating impact of littering and illegal dumping in natural spaces. Striking imagery of polluted landscapes and wildlife harmed by discarded fishing lines and plastic debris will be incorporated to drive home the urgency of responsible waste disposal. 3.‘Trash the habit, not the streets’ Focused on combatting illegal dumping, this message underscores the severe consequences of improper waste disposal. Using powerful visuals of discarded garbage marring public spaces, the campaign educates residents on legal and responsible waste disposal alternatives. CAO 02-25 March 3, 2025 Subject: Anti-Littering Campaign Page 4 B.Public Waste Infrastructure The City of Pickering maintains over 275 public waste receptacles, including recycling bins, strategically placed throughout parks, trails, and green spaces. In 2024 alone, Operations staff collected approximately 266,640 kg of waste from these public waste receptacles. To visualize, this volume of waste spread evenly across a standard football field (5,300 m²) would create a layer 5 cm (2 inches) deep across the entire field. In 2022, the City of Pickering and Ontario Power Generation partnered with the Clean Your Gear Project. Through this initiative, staff installed seven specialized collection stations to encourage the proper disposal of fishing lines in high-traffic fishing areas. C.Problem Areas for Littering and Illegal Dumping In 2024, staff responded to over 240 cases of careless littering and illegal dumping reported to the City’s Customer Care Centre. While this issue affects the entire community, certain locations have been identified as problem areas. The following list was compiled based on calls and reports to the Customer Care Centre, Municipal Law Enforcement Services, Parks Operations, Road Operations, and Sustainability: Careless Littering Hotspots •Mockingbird Square •Nantucket Chase •Mulberry Lane •Peter Matthews Drive •Aquarius Trail •William Jackson Drive •Marathon Avenue •Major Oaks Park •Old Whites Road/Whites Road area •Anywhere near 200 Rosebank Road Illegal Dumping •Glengrove Park •Dunmoore Park •Canadian Village Green •Rick Johnson Memorial Park •Valley Farm parking lot, north of Finch Avenue •Centennial parking lot •Nautical Village – waste bins adjacent to businesses CAO 02-25 March 3, 2025 Subject: Anti-Littering Campaign Page 5 North Pickering Roadside/Natural Area Illegal Dumping •Aquarius Trail, South of Taunton Road (aka 1465 -1469 Taunton Road) •Intersection of Peter Matthews Drive & Marathon Avenue •Sideline 4, North of Highway 7 •Sideline 16, North and South of Fifth Concession •Salem Road, North of Highway 7 to Seventh Concession •Seventh Concession, West of Brock Road to Sideline 24 •Seventh Concession, East of York-Durham Line to North Road •Enterprise Gateway D.Communications Tactics In accordance with Resolution #594/24, staff will implement a digital-first anti-littering campaign using in-house resources and City-owned communication channels, including: •municipal website home page promotion and project page resources •digital community signs – large format billboard-style signs located at Pickering City Hall, Chestnut Hill Developments Recreation Complex, Centennial Park, Western Gateway, Bayly/Liverpool Roads, and Kingston Road CN Rail Bridge •Let’s Talk Pickering project page where citizens can pin their areas of concern using our mapping tool •various City newsletters, including ones targeted at youth, families, and older adults •educational material will be provided to the City’s database of Community and Sports Groups and Places of Worship •social media – including the City’s corporate channels as well as the local neighbourhood groups •facility posters in community and library spaces •facility posters mailed to all schools Additional paid communication tactics will be explored, subject to availability in the 2025 Current Budget related to Sustainability, Parks Operations, and Public Affairs & Corporate Communications. These include: •rotating facility roll-up banners, and limited temporary boulevard/park signage •postal walk campaign targeting problem areas (translated into Pickering’s seven most spoken languages) •property tax bill inserts •temporary waste bin decals in priority locations E.Community outreach and partnership opportunities Staff in Sustainability will have the opportunity to promote this campaign during a number of existing community programs and events, including: •Earth Month (spring) – includes community litter cleanups, tree planting, and educational workshops CAO 02-25 March 3, 2025 Subject: Anti-Littering Campaign Page 6 •Farmers’ Market (summer through autumn) •Environment Day (summer) •Take Pride in Pickering Community Tree Planting (autumn) Additionally, staff will inform the Toronto and Region Conservation Authority, Durham Region municipalities, and the Ministry of Natural Resources to amplify campaign efforts. Notably, the chosen slogan was designed without specific reference to Pickering, allowing for future adoption by neighbouring municipalities. This regional approach acknowledges that litter is not confined by municipal boundaries - one community's neglect can directly impact its neighbours. By fostering a unified effort across multiple jurisdictions, we can enhance public awareness, share best practices, and create a more widespread cultural shift toward responsible waste disposal. Furthermore, this will reinforce the idea that protecting our environment is a shared responsibility. Staff will run the campaign for a minimum of one year before assessing its impact and meeting with other municipalities on the adoption of the campaign. F.Community Signage In reviewing signage options, staff recommend a series of rotating temporary boulevard/park signs rather than permanent installations. Larger, billboard-style temporary signs will provide greater visibility, with compelling imagery and dynamic design, allowing for campaign message updates as needed. Conversely, permanent signs - typically smaller metal fixtures affixed to existing poles or staked to the ground - are better suited for regulatory messaging, such as by-laws, fines, and reporting mechanisms. It should be noted that many of Pickering’s public parks already have permanent signage in place to communicate Parks By -law requirements, such as no dumping. Costs for Temporary Signage Staff recommend renting four signs for a period of 12 months, and rotating the signage through Pickering’s hotspot locations in 2026. This would total approximately $12,000.00 plus HST. Costs for Permanent Signage If additional permanent signage was preferred, the cost would be approximately $10,000 .00 plus HST to install 18” by 12” signs in 76 parks. The City’s proposed anti-littering campaign is a strategic, multi-faceted initiative aimed at fostering community pride and reducing waste across Pickering. By leveraging compelling messaging, community partnerships, and effective communication strategies, this campaign aspires to shift attitudes, deter careless littering, and create a cleaner, more sustainable environment for all residents. CAO 02-25 March 3, 2025 Subject: Anti-Littering Campaign Page 7 Attachment: 1.Resolution #594/24 Prepared By: Approved/Endorsed By: Shauna Tawadrous Mark Guinto Supervisor, Public Affairs & Division Head, Public Affairs & Corporate Communications Corporate Communications ST:as Recommended for the consideration of Pickering City Council Marisa Carpino, M.A. Chief Administrative Officer Original Signed By:Original Signed By: Original Signed By: Legislative Services Division Clerk’s Office Directive Memorandum October 30, 2024 To: Mark Guinto Division Head, Public Affairs & Corporate Communications From: Susan Cassel City Clerk Subject: Direction as per Minutes of the Meeting of City Council held on October 28, 2024 Anti-Littering Slogan Campaign Council Decision Resolution #594/24 WHEREAS, residents have observed a significant increase in litter across our beachfront areas, parks and trails, most notably in sensitive watershed areas. The issue persists despite the availability of waste receptacles (i.e. fishing line disposal units, garbage and recycling bins); And Whereas, other municipalities across Canada have created clever anti-litter slogan campaigns to persuade people to take the simple step of throwing their garbage in waste receptacles instead of on the ground; And Whereas, catchy slogan campaigns have been proven to be highly effective. For example, the "Don't Mess with Texas" anti-litter campaign, created by the Texas Department of Transportation, is credited with reducing litter on highways by an incredible 72%. Similarly, “Woodsy Owl” was created in 1971 by the U.S. Department of Agriculture’s Forest Service as an anti-pollution symbol. His catchy tag line, “Give a hoot; don't pollute!” is still used today more than 50 years later to remind us to care for the planet; And Whereas, in 2014, the City of Toronto launched the “Littering says a lot about you” campaign. This initiative effectively targeted the entire city by utilizing posters and signage on buses, newspaper ads, and bus shelters to reduce litter in public spaces; and, And Whereas, when it comes to stopping litter, a catchy phrase can make a difference. It is a proven way to raise awareness about keeping your community clean with just one simple act - tossing garbage in a trash can. Now therefore be it resolved, that the Council of The Corporation of the City of Pickering directs through the Office of the CAO that staff: 1.Create an anti-littering campaign with a clever tag line or slogan that addresses issues related to fishing, pollution, and careless littering, and ensure that the campaign runs for a minimum of one year from its launch; 2.Assess most common critical areas where littering has been reported or identified as a problem area; Attachment 1 to Report CAO 02-25 Please take any action deemed necessary. SC:am Copy: Chief Administrative Officer 3. Create and implement a digital anti-littering campaign in 2025 using in-house resources; 4. Report back to Council no later than Q1 2025 on the above including provisions and any budgetary impacts to install permanent signage to promote the City’s anti- littering campaign; and, 5. That this resolution be circulated to the Toronto and Region Conservation Authority, all Durham Region municipalities, and to the Ministry of Natural Resources.