Transcript Slide 1
Evaluating the Impact of WRAP’s Campaign Barbara Leach Evaluation Manager General approach Our campaign aims to raise awareness and change behaviour thereby reducing the amount of food waste produced Our targets are quantitative so evaluation has to report tonnages reduced Background assumptions Our campaign will convert people who had no interest in reducing food waste into ‘committed food waste reducers’ If we know how much less food waste is thrown away by ‘committed food waste reducers’ and we can quantify the proportion of the population that are committed food waste reducers, we can estimate the quantity of waste reduced. Committed food waste reducers Developing a metric Work to develop metrics on ‘committed food waste reducers’ Combination of three questions trialled Amount Thinking about the different types of food [we have just discussed] how much uneaten food – overallwould you say you throw away in general? Quite a lot A reasonable amount Some A small amount Hardly any None Importance Thinking about when you have to throw uneaten food items away, to what extent, if at all, does it bother you? A great deal A fair amount A little Not very much Not at all Effort How much effort do you and your household go to in order to minimise the amount of uneaten food you throw away? A great deal A fair amount A little Not very much None at all Final decision Two question metric 1. How bothered = ‘great deal’ AND 2. Degree of effort = ‘great deal’ ‘Amount’ thought to be unstable and unpredictable once campaign starts Awareness will also be monitored but not included in the metric Other questions (including ‘amount’) will be asked in parallel and further analysis carried out Gathering data for the metric • • • • • • • Nationally representative survey of main food shoppers Face to face Quotas based on key variables (to be determined) Baseline data already gathered Further survey in August 2007 ‘After’ survey in March 2007 with more detailed analysis of the metrics – final decision on metric On-going tracking after that for as long as the campaign runs How much food waste is thrown away? A national composition study • More than 1,700 households • Informed consent • Linked to survey (including metric questions and socio-demographics) • 9 local authority areas in England – Newcastle-upon-Tyne, North Shropshire, Reading, Ealing, Bradford, Norwich, Mendip, Manchester, Northampton • Representative sample What it will tell us • How much of what type of waste is thrown away – Meat, bread, fish, dairy, etc • How much food of each type is thrown away by stage in the ‘consumption chain’ – Whole unopened, opened and partly consumed, post-preparation, inedible by-products • What types of household throw away the least and most food, by type and stage • Quantities by origin (e.g. take away, home cooked) where possible to distinguish And crucially … Kg per household per week thrown away by: 1. Committed food waste reducers 2. Households that aren’t committed Example BEFORE CAMPAIGN AFTER CAMPAIGN • 13% committed = 3.9 million hholds • 260kg/yr NCFWR • 150kg/yr CFWR • 25% committed = 7.5 million hholds = 3.6 million additional • 260kg/yr NCFWR 150kg/yr CFWR = 110kg/yr saved when NCFWR becomes CFWR • 3.6 million x 110kg = 396,000 tonnes saved Issues with this approach 1. Assumes that all behaviour change will be from non-committed to committed – says nothing about those who become more committed 2. Assumes that new CFWRs will behave just like the pre-campaign ones – no evidence for this 3. Any more?