March 23, 2006
Media Release

York Region Waste Management initiatives acknowledged for 2005


Wins two awards from Association of Municipal Recycling Coordinators
NEWMARKET The Regional Municipality of York's Waste Management Branch has won two prestigious awards for their innovative 2005 marketing campaigns at the Association of Municipal Recycling Coordinators 2005 Promotion and Education Awards ceremony in February.  Of the eight categories of awards presented, York Region won Best Campaign and Best Print Ad, and was a finalist in the category of Best Promotional Tool.
 
"Our Waste Management staff deserve a lot of credit for the hard work they put into their 2005 promotional campaign," said York Regional Chair and CEO Bill Fisch.  "I'm very pleased to see that industry professionals are recognizing the excellent campaigns we have undertaken to keep our residents informed concerning enhancements to our recycling program."
 
In the category of Best Campaign, York Region won for its Think Inside the Box program to educate and inform York Region residents about the additions to the Blue Box program.  The campaign consisted of a number of full-colour ads placed in local newspapers, area clubs and restaurants, prominently illustrating what new items can be accepted in the Blue Box with an emblazoned "YES!" on all materials.  Since the introduction of the campaign, Blue Box tonnage increased 13.6 per cent compared to 2004.
 
In the category of Best Print Ad, York Region won for its King Township Yard Waste Drop-Off newspaper advertisement.  To inform King Township residents of a new yard waste drop-off site, ads were place in local King newspapers for three consecutive weeks, resulting in a 20 per cent increase in the waste diversion rate for the Township.
 
In the category of Best Promotional Tool, York Region was a finalist for its Tools to Tackle Yard Waste promotion, which included a mailout to all residents advising them of a change to Kraft paper bags for yard waste collection.  Each package contained information about grasscycling, leaf mulching and composting; a yard waste sticker for reusable containers and a coupon for 10 per cent off Kraft bags at local stores.  Despite an incredibly dry summer, yard waste tonnage increased 17 per cent.
 
"These awards are something that we can all really be proud of," said City of Vaughan Regional Councillor Mario Ferri, Chair of the Region's Solid Waste Management Committee.  "Education is a critical element of York Region's efforts to increase our waste diversion rates.  Having such a well-received campaign will certainly help our recycling efforts."
 
York Region will continue its waste promotion efforts this spring with a series of advertisements regarding the safe disposal of household hazardous waste.
 
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Media Contact: Michael Kemp, Corporate Communications, York Region
 Phone:  (905) 830-4444, ext. 1232 or After-Hours Pager 905-830-3302
 Email: michael.kemp@york.ca

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