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Prototyping and testing behavioural insight informed communication materials about the Household Waste Duty of Care - WE0122

People and organisations involved with waste disposal and recovery activities in England and Wales are subject to Duty of Care requirements, which are designed to ensure that waste is handled legally and responsibly. For householders disposing of their waste this is limited to ensuring that whoever takes their waste is authorised to do so ('the Household Waste Duty of Care').

On 26 November 2018 the Government introduced legislation for a fixed penalty notice as a more proportionate means for addressing breaches of the Duty of Care. In advance of this, Defra commissioned research to carry out a project using behavioural science to understand the most effective means for local authorities and non-governmental organisations (NGOs) to raise awareness and increase understanding and engagement with the Household Waste Duty of Care. The project involved four key stages and resulted in a range of communications principles and guidance for local authorities and NGOs. The principles and guidance were achieved through a process of developing and testing example communication materials aimed at influencing the behaviour of individuals to encourage them to comply with the Household Waste Duty of Care.
Specific research objectives were

To understand current awareness and attitudes towards the Household Waste Duty of Care;

To use behavioural insights science and knowledge to develop a range of ‘communications platforms’ (the foundational creative idea or strategy to appeal to the interests of the target audience) that are likely to be effective at raising awareness, engagement with and adherence to the Duty of Care;

To test the communications platforms and a range of prototype materials (creative examples to bring platform to life) to understand how participants respond to the underlying behavioural insights messages;

To determine which elements of the prototype materials are likely to be most effective in raising awareness and increasing engagement with the Duty of Care;

To test and determine how the preferred messages, visuals or other elements could be adapted and via which channel.
Project Documents
• FRP - Final Report : Defra Household Waste Duty of Care FINAL REPORT 19122018   (2601k)
• ANX - Annex : Defra Household Waste Duty of Care discussion group FINAL TOPIC GUIDE 191218   (505k)
• EXE - Executive Summary : Defra Household Waste Duty of Care EXECUTIVE SUMMARY 19122018   (823k)
• SUP - Supplementary Report : Defra Household Waste Duty of Care FINAL COMMUNICATIONS GUIDE 19122018   (684k)
Time-Scale and Cost
From: 2018

To: 2018

Cost: £49,500
Contractor / Funded Organisations
T N S UK Ltd
Environment Litter