Working together on WEEE

With the publication by the Environment Agency of the data showing Waste Electronic and Electrical Equipment (WEEE) collected in 2012 (see letsrecycle.com story) it is becoming obvious that producer compliance schemes (PCSs) are going to have to work harder to increase collections in the coming years. The tonnage of WEEE collected in the UK dropped from 517,142 in 2011 to 504,787 in 2012.

Over the corresponding period DHL has managed to increase volumes on a like-for-like basis by over 500 tonnes. This increase can be attributed to working closely with our partners in the supply chain including producers, local councillors, local authorities, waste management companies, Approved Authorised Treatment Facilities (AATFs) and the public.

The DHL philosophy of working closely with customers to promote WEEE recycling is based on feedback from local authorities that WEEE is not always identified as a primary focus material, and feedback from producers who wish to support local communities and prioritize sustainability agendas. To support our customers, DHL has a team of Local Authority Liaison Officers to promote the WEEE recycling message.

Targeting multiple points in the WEEE disposal process has resulted in a significant rise in small appliances collected for recycling and has also meant DHL has been able to maintain collection rates of large appliances which are often targeted by unapproved doorstep collectors.

Promotion

With challenging collection targets imminent under the recast WEEE Directive, PCSs need to better inform the public of the benefits and availability of WEEE recycling. People may know they can recycle larger items like TVs and washing machines but dont realise that smaller items like mobile phones, kettles and irons can also be recycled. Working closely with Councils, DHL has piloted a range of initiatives in this area:

• In Leicestershire a reward campaign has been used to promote small WEEE recycling. Residents were asked to take small WEEE to one of the Councils 11 HWRCs and could receive a new electronic product in exchange. Over 450 residents made the trip to their local HWRC armed with small WEEE and WEEE recycling messages were run in local papers.
• In Warwickshire, 60,000 residents have been targeted with direct email promoting WEEE recycling. An email was used because it didnt produce any waste as it was electronic in nature, so was in keeping with the theme.
• In London, DHL has used a range of different promotions from digi-walkers to promotional cyclists. We have also attended many community events and used electronic games and promotional costumes to promote WEEE recycling.
• DHL has partnered with the education specialist Wastebuster to develop a unique education programme focused on WEEE. The programme not only educates the recyclers of the future it also encourages schools and parents to take part in WEEE collection days.

All the evidence so far has shown that these types of activities do make a difference to the publics understanding and awareness of the WEEE disposal methods available.

Convenience

One of the biggest issues the industry faces is combating unapproved doorstep collections of WEEE, and small electrical items ending up in the residual waste bin. Residents may leave large items on the kerbside believing they are getting a free collection service when the item may be collected by an unapproved collector and only the valuable metal removed with the rest being disposed of, fly-tipped or shredded, potentially releasing hazardous substances into the environment and undermining best practice recycling standards.

DHL introduced a free of charge home collection for WEEE items in May 2012 the North London service has so far collected over 40,000 items. We have also developed a collection network of over 150 small WEEE recycling banks which have collected over 100 tonnes of small WEEE. Both these collection methods have been successful and were developed with public ease of use in mind.

Working closely with all stakeholders in this way has delivered tangible results in terms of increased collections, reduced uncontrolled disposal of WEEE, and a greater awareness among the general public, that will continue to influence their WEEE disposal habits in future years.

The recent publication of the government consultation on the new WEEE Regulations will generate further debate on the future structure of the WEEE sector. DHL believes it is important that the new system supports the provision of additional promotional and collection activities. A regime that facilitates long-term partnerships between local authorities and PCSs is essential if effective projects are to be delivered and higher collection targets met.

DHL has a sustainable business model and will continue to deliver activities aimed at increasing WEEE recycling awareness and tonnage. The whole team are excited about developing even more engagement activities this year.