Vibrant Idéation & Marketing, Montreal-based company of ideas, sales performance and experiential marketing, has been chosen by the City of Ottawa to promote its new public organic waste composting initiative called The Green Bin Program.
The City of Ottawa's new waste management policy enables residents to have their organic waste in a green bin designed for that purpose that the City of Ottawa will provide. This smaller green bin will be collected at the same time as food waste. The City’s goal is to conduct door-to-door visits to inform the residents about this new program and generate awareness about the importance of protecting the environment.
The mandate given to Vibrant by the City of Ottawa is to support the City’s Green Bin Program rollout during the distribution phase that began Sept. 18 and runs to Dec. 18/09. Vibrant has selected a team of 20 Brand Ambassadors that are visiting nearly 220,000 homes in Ottawa and the surrounding area (which represents approximately 3,800 door-to-door home visits per day). The Ambassadors are ready to answer residents’ questions and concerns and promote benefits and the program's key messages. They hope will influence as many people as possible to participate in the residential composting program and thereby do their share for the environment.
According to Statistics Canada’s Waste Management Industry Survey, from 2000 to 2004, the amount of organic waste composted by the waste management industry increased by 70% to 1.7 million tonnes, and close to two-thirds of these organic wastes were generated by the residential sector. The average Canadian sent 51 kilograms of organic waste for composting in 2004, compared to 32 kilograms in 2000.However,composting is slowly becoming a more popular activity for Canadian households. According to the Households and the Environment Survey, 27% of Canadian households composted in 2006, compared to 23% in 1994. And where households have the option of getting their kitchen and yard waste hauled away at the curb, a higher percentage compost. The City of Ottawa, being the first to set up such a Green Bin initiative, wants to encourage all municipalities to create their own organic waste composting pick-up to help protect the environment.
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