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Where appropriate you shall introduce a company, give company data or description and site the communication issue or problem or any communication phenomenon according to the attached document; but also remember; · Which scenario you are addressing? 1. I am working for Gorman and advocating for change internally. · Your campaigns aims Packaging garments for aesthetics and versatility in a sustainable way · The crisis - Packaging in fashion industry is a big section need to be considered in terms of sustainability, it causes several impacts on environment such as white pollution, water, air pollution etc. · The opportunity - Standing out from other fashion brands by using more environmental consciousness packaging · The call to action - using less and more sustainable packaging material which is environmental friendly and degradable. What is the issue the campaign is addressing and why is this issue important and of relevance to your organization? Through its website, in store promotions, marketing and the media, Gorman has made a public commitment to environmental and social responsibility. Already choosing to use natural fibres where possible, it was one of the first fashion retailers in Australia to develop an organic range. The design and production management phase of the packaging is perhaps the another most critical stage to influence sustainability practices. Who is your target market? Suppliers �Make sure you have some good statistics to back this up �Good idea �Make your call to action very specific. What exactly do you want them to do? What packaging do you want them to use (and justify this by explaining why it is better than current). Remember that Gorman already has a strong focus on packaging. �Gorman have already made inroads into their packaging so make sure you’re not replicating what they’re already done. PRESENTATION F P C D HD TOTAL 0 - 5 5 TO 6 6 TO 7 7 TO 8 8 TO 10 Not adequately addressed. Addressed in a satisfactory manner. Well addressed. Very well addressed. Exceptionally well addressed. Industry standard. Strong verbal and visual communication skills, including the ability to persuasively justify your campaign (i.e. both its need and its likely effectiveness in creating change) to a specialist and non-specialist audience POSSIBLE SCORE 10 0 An understanding of current sustainability issues affecting the textiles and fashion sector POSSIBLE SCORE 10 0 Evidence of having applied research principles and relevant theory in the development of your campaign POSSIBLE SCORE 10 0 Demonstrated relevance of your campaign topic to your organisation and target audience POSSIBLE SCORE 10 0 A strong understanding of measurability and evaluation techniques in assessing sustainability outcomes POSSIBLE SCORE 10 0 TOTAL 50 TOTAL 0 REPORT F P C D HD TOTAL 0 - 5 5 TO 6 6 TO 7 7 TO 8 8 TO 10 Not adequately addressed. Addressed in a satisfactory manner. Well addressed. Very well addressed. Exceptionally well addressed. Industry standard. Strong written communication skills, including the ability to persuasively justify your campaign (i.e. both its need and its likely effectiveness in creating change) to a specialist and non-specialist audience POSSIBLE SCORE 10 0 An understanding of current sustainability issues affecting the textiles and fashion sector POSSIBLE SCORE 10 0 Evidence of having applied research principles and relevant theory in the development of your campaign POSSIBLE SCORE 10 0 Demonstrated relevance of your campaign topic to your organisation and target audience POSSIBLE SCORE 10 0 A strong understanding of measurability and evaluation techniques in assessing sustainability outcomes POSSIBLE SCORE 10 0 TOTAL 50 TOTAL 0 Travelling textiles A sustainability roadmap of natural fibre garments May 2009 the HUB of responsible business practice in Australia is a project of St James Ethics Centre 2 © St James Ethics Centre This report has been prepared by Emer Diviney and Serena Lillywhite at the Brotherhood of Laurence Sustainable Business Unit. Brotherhood of St Laurence 67 Brunswick Street Fitzroy Vic. 3065 ABN 24 603 467 024 Ph: (03) 9483 1183 www.bsl.org.au the HUB of responsible business practice in Australia is a project of St James Ethics Centre 3 © St James Ethics Centre Contents Acknowledgments 5 Summary 6 Introduction 6 Key findings 7 The way forward 11 Recommendations 12 Introduction 14 Brotherhood of St Laurence 14 Gorman Industries 15 Understanding the clothing industry 15 Corporate responsibility and “sustainability” 17 Developing tools for responsible business practice 18 Roadmap methodology 19 How we went about it 19 Who we spoke to 20 Overview of the garment supply chain 22 The clothing industry roadmap 22 Key sustainability issues in the garment sector 23 Case study: Gorman 28 Who is Gorman? 28 The Gorman roadmap: Merino Tee and Forest Dress 29 Unpicking the garment roadmap 32 Design and production management 32 Wool and cotton cultivation 34 Processing raw materials and yarn manufacturing 39 Knitting and weaving 43 Fabric processing 45 Cut make and trim 48 Retailing and wholesaling 51 Consumer use 55 Textile waste and disposal 56 Freight 58 Towards sustainable garments 60 Garment industry drivers 60 Sources of information 61 the HUB of responsible business practice in Australia is a project of St James Ethics Centre 4 © St James Ethics Centre Tools and resources 62 Role of government 62 Conclusions 65 Recommendations 67 Glossary of selected certification standards 68 References 71 the HUB of responsible business practice in Australia is a project of St James Ethics Centre 5 © St James Ethics Centre Acknowledgments The authors would like to thank those who have contributed to the research and production of this report. First and foremost, we are grateful to Gorman for agreeing to participate in the project and open up their supply chain for mapping purposes. This required considerable trust on their part and further demonstrated their commitment to responsible business practice Secondly, we thank the people we consulted: those at different stages of the supply chain (Lisa Gorman and Elita Pyburne at Gorman; Paul Norriss of Un-available; Minh Le; staff at Levatex; Russell Woodley at Levana; Tosh Szatow at Tosh Enterprises; Phoebe Croyle and Felicity Mc Donald at The Merino Company) and others in the garment sector and related bodies (Jo Kellock, TFIA; Kerryn Caulfield, TTNA; Michelle Hayward, VECCI; Tommy Clarke, NoSweatShop Label; Cameron Neil, Fairtrade Association Australia and New Zealand; Diana Klein and Sue Thomas, RMIT Fashion; Tim Connor , Oxfam Australia; Elizabeth Macpherson, TCFUA (Vic). Finally we acknowledge our project collaborators: Green Capital (Irmine van der Geest and Danielle Domone), NetBalance (Alan Dayeh, Nadine Botzenhart and Ro Coroneos), St James Ethics Centre (Rosemary Sainty and Suzanne Granger) and project consultant, Peter Davies from the UK Sustainable Development Commission. We would also like to acknowledge the editorial expertise of Deborah Patterson (Brotherhood of St Laurence) and design assistance from Miriam Steenhauer. the HUB of responsible business practice in Australia is a project of St James Ethics Centre 6 © St James Ethics Centre Summary Introduction Corporate responsibility and good governance are increasingly recognised as fundamental to business. They are systems which require the development of policy and practice to address the social and environmental implications of day-to-day operations. While many large enterprises have made significant progress, for small and medium enterprises (SMEs), challenges remain. The Australian Government (Treasury) has funded St James Ethics Centre to promote responsible business practice (RBP) in Australia. The Brotherhood of St Laurence (BSL) is one of a number of organisations involved in the project. In collaboration with Green Capital and NetBalance, a product road mapping component has been undertaken. A product roadmap is a tool to better understand the environmental and social impacts of a particular product throughout the supply chain, and to assess ways in which these impacts can be mitigated. The BSLs focus was to develop a roadmap of the garment sector. This report and case study is the roadmap of two natural–fibre garments. It reveals how SMEs in the Australian textile and clothing sector could be assisted to improve their sustainability practice. One of Australia’s well-established fashion labels, Gorman, agreed to open their supply chain for mapping purposes. Gorman is a retailer and wholesaler with eight retail outlets in Sydney and Melbourne and thirty-two wholesale clients, including David Jones. Two products were chosen, the Merino Tee and the Forest Dress, which are sourced and manufactured in Australia, Vietnam, China, Japan, and New Zealand. Both products are made from natural (as opposed to synthetic) fibres, reflecting the Gorman range, which mainly uses renewable textiles. The company has a reputation for being sustainable, and has implemented a number of initiatives, including the design and production of an organic range. The Gorman Ship Shop, a mobile store, designed to be eco-friendly in design and function, is an interesting retail response. They have publicly expressed concern for working conditions. Methodology Twelve in-depth interviews were conducted with key representatives of companies in the Gorman supply chain (including Gorman itself), as well as relevant industry associations, and garment sustainability experts. Additional consultation with non government organisations and accreditation authorities was undertaken. Interviews were not conducted with suppliers in China and Japan responsible for the processing of raw materials and yarn manufacturing. Most notable was the unwillingness of the the HUB of responsible business practice in Australia is a project of St James Ethics Centre 7 © St James Ethics Centre Melbourne based manufacturer (Merino Tee) and the textile agent (Forest dress) to be interviewed, despite the best efforts of Gorman. Key findings In order to embed responsible business practice in garment production, it is essential to understand and disclose all stages of the chain, including fibre cultivation, textile and clothing production, retailing, consumer use, and end of life, and to assess the social, environmental, and economic impacts at each stage. Although the supply chain is complex, there are SMEs already committed to sustainable and responsible business practice. Gorman is one such company. Gorman is doing more than most fashion labels and should be acknowledged for their initiatives. There does however appear to be a disconnect between the broader “sustainability aspirations” of Gorman and their mainstream business practices. To date, Gorman has focused on the environmental impact of their business, particularly through their fabric choices and their energy use in retail. Gorman is yet to address the social dimensions, especially working conditions, in the cut, make, and trim stage of production in both Australia and Vietnam. It could be argued that the Gorman response has been strong on statement of commitment and soft on a systemic approach to fully understand their supply chain, particularly its labour dimensions. That said, Gorman has expressed an interest in attaining accreditation with the Home workers Code of Practice for their Australian based manufacturing, and have encouraged their Vietnamese manufacturer to become SA8000 accredited. Collaboration with suppliers can contribute to innovative, sustainable garments. This was clearly demonstrated through the partnership between Gorman and their Vietnam supplier, Un-available, who influenced and inspired Gorman to develop their organic range. In addition, Gorman has benefited from the direct relationship with The Merino Company (TMC), vertically integrated business, with significant influence due to their position as a global wool solutions company. This led to the development of the organic Merino Tee. Garment industry drivers In the garment sector, the greatest driver for SMEs is business survival in a highly competitive industry. Keeping a viable, innovative garment industry in Australia is a key priority. Market access, developing competitive advantage, and responding to consumer demand for ethical fashion are strong drivers of business practice. However, the higher cost of sustainable production, consumer’s reticence to pay more for sustainable goods, and “fast fashion” expectations remain the greatest barriers to long- term sustainability. the HUB of responsible business practice in Australia is a project of St James Ethics Centre 8 © St James Ethics Centre For Gorman, the environmental impact of production appears to be a stronger sustainability driver than consideration of labour rights and human rights. This may well be because it is easier to measure, and the climate change message has gained momentum. However, ensuring fair and decent working conditions and investing in human capital can significantly improve productivity, quality, efficiency, and market access. Current and future sustainability challenges For the garment industry to achieve more responsible business practices, the key sustainability challenges include: 1. Costs of sustainable production – Current limited production volumes for SMEs do not support affordable sustainable fashion. 2. Managing relationships – Increased outsourcing, subcontracting and use of intermediaries make it harder to uphold responsible business practices throughout the supply chain. 3. Consumer and fashion trends – The increasing number of fashion items (on-trend and low-cost) that are purchased and soon discarded adds to the industry’s environmental impact. 4. Working conditions – Poor working conditions exist throughout the supply chain, in fibre cultivation, outwork in Australia and overseas, and factories in low-wage countries. Workers’ health and livelihoods may be at risk. 5. Energy and water consumption – The production of raw materials, yarn, textiles, and garments are water and energy intensive. 6. Chemical and pesticide use – Intensive use of chemicals in the growing of cotton and wool and the production and processing of yarn and textiles impacts on the health of workers and consumers. 7. Environmental degradation – The environment may be damaged by land clearing, over-grazing, and poor farming practices in fibre cultivation; and contaminated by pest and disease controls used in farming and by untreated effluents and air pollution from the textile production processes. 8. Animal welfare – Animals may be subject to inhumane treatment in farming practices such as mulesing. 9. Washing and care – Care of garments requires considerable energy and water, and may release washing detergent phosphates into local waterways, or may involve toxic chemicals such as those used in dry-cleaning. 10. End of life management and textile waste –Clothing and textile waste (including packaging) may end up in landfill or be dumped in developing economies. 11. Greenhouse gases – Methane and other gases are emitted by animal flatulence, production and agricultural processes, transport, and textile decomposition in landfill. the HUB of responsible business practice in Australia is a project of St James Ethics Centre 9 © St James Ethics Centre 12. Regulatory frameworks, standards and industry certification – Regulations and voluntary initiatives are often poorly monitored, but will become increasingly important to accessing markets and demonstrating responsible production to discerning consumers. The solutions are complex, and made more so by the lack of a definitive “sustainable” textile. It is not as straightforward as “natural fibres are better than synthetic”. When using natural fibres, the energy, water, and chemical use in cultivation, production and consumer use, washing and care needs to be considered, as do issues such as environmental damage, and workers exposure to hazardous chemicals, dust and fumes. The roadmap revealed there is no quick fix to produce the ultimate sustainable garment. The global trend for “fast fashion” and the reticence of mainstream consumers to pay a premium price for “ethical fashion” limit responsible business practice in a highly competitive sector. Consideration of water, energy, chemical and pesticide use is critical, as is the impact of certain processes on environmental and human health. The sustainable garment of the future would be designed carefully and made from renewable material. It would be pesticide free and produced by workers in decent working conditions. It would be washed at low temperatures and have fashion upgrades to extend its fashionable life. Finally it would be recycled, reused or composted. (Draper et al 2007, p.2). Further, it is rare to find a garment that can be traced to being made in one country. The Gorman roadmap confirmed incomplete knowledge of their supply chain. While some aspects were well understood, others such as a mechanism to ensure fair and decent wages and hours of work were vague and based on trust. Also, they did not have the tools to ask robust sustainability questions, both social and environmental, of their suppliers and make informed decisions. There is also a reluctance to exert pressure on suppliers. Both Gorman and their Vietnam manufacturer confirmed that small production runs meant they had little influence and they did not want to risk losing suppliers. The effective monitoring of national laws, voluntary mechanisms, and certification standards remains a critical challenge. Without improvement, sustainability claims through labelling will continue to be met with both confusion and scepticism by fashion label owners, retailers, consumers, and watch dog organisations. the HUB of responsible business practice in Australia is a project of St James Ethics Centre 10 © St James Ethics Centre The Gorman roadmap clearly demonstrated that innovative, sustainable solutions are best achieved when incorporated at the earliest design concept stage, and in direct collaboration with suppliers. It also confirmed that energy efficiency and waste management gains can be made through careful use of lighting and heating in stores, and through initiatives designed to promote more sustainable practices among customers and staff. The use of organic wool made the Merino Tee more easily traceable and a better environmental choice; and the use of renewable textiles improved the sustainability performance of the garments at some stages of the roadmap. Information, tools and resources It became clear that the industry gathers information from diverse sources. Industry magazines and the internet were cited as most useful to keep abreast of global industry developments, while, networking with industry peers to monitor trends is common. Suppliers and intermediaries were recognised as having considerable knowledge, experience and expertise, particularly regarding product and production advances, and to develop more innovative and efficient business practices. There is also a growing reliance on business and environmental consultants and auditors, although the cost is often prohibitive for many SMEs. Non-governmental organisations (NGOs) were recognised for their knowledge and in-depth understanding of the sustainability issues. The roadmap highlighted the need for simple and easy to read resources and tools with a practical focus. Some respondents wanted only basic information on how to make their businesses more sustainable. Others, with some systems in place, sought more sophisticated tools that would, for example, enable self-assessment of their business practices to identify and mitigate potential risks. Suggestions included: • product information and technical data on the social and environmental implications of choosing particular fibres, textiles, and production methods • information on the various certification and accreditation mechanisms, including an assessment of their credibility, shortcomings, and cost and process to attain. • assistance in navigating the global dimensions of their businesses, and the key social and environmental risks of operating in particular countries • assistance in managing supplier relationships and partnerships and critiquing their capacity • creation of a garment sustainability portal and the innovative use of various social networking platforms. • establishment of e-learning frameworks The Brotherhood of St Laurence has developed three tools in support of the St James Ethics Centre project: Strengthening supplier relationships pro forma agreement, the HUB of responsible business practice in Australia is a project of St James Ethics Centre 11 © St James Ethics Centre Supplier information questionnaire and a fact sheet, Responsible business conduct: the international dimensions for small medium enterprises. Role of government Those interviewed expressed the opinion that the Australian Government could do more to encourage and reward responsible business practice in the garment industry. Incentives were needed to offset the higher costs of production, and access to grants could be based on sustainability criteria. The government could assist by ensuring the regulations for garments imported are consistent with those manufactured in Australia. For example, legislation to ban the importation of garments that have been exposed to hazardous chemicals, that are prohibited in Australian production. The recently introduced European REACH (Registration, Evaluation, Authorisation and Restriction of Chemical substances) legislation was given as a best- practice example. Introducing an “ethically made” labelling system or “sustainable quality mark” was raised. However, the challenges were also noted given the complexity of garment supply chains, the vast number of intermediaries involved, and industry and consumer concerns about the integrity of some schemes. Energy efficiency gains made through responsible use of lighting and heating in stores could be promoted through retail retro-fitting subsidies, similar to those available in the residential housing sector. This would not only improve sustainability but also create green jobs. An additional job creation scheme to emerge was government assistance for SMEs engaging environmental consultants, either directly or from an established government pool of consultants. These initiatives may be best overseen through the establishment of a national corporate responsibility agency to strengthen voluntary mechanisms, disseminate resources, develop sustainable procurement policy and practice, enforce mandatory sustainable business regulations and reporting, and devise sustainable business subsidies and incentives. The way forward The Gorman case study confirmed that a roadmap is a useful tool for understanding the social and environmental impact of business decisions and operations throughout the supply chain. It revealed that Gorman is leading the way in the SME garment sector in both sustainability commitments and practice. There is however scope for Gorman to strengthen this work through a more systematic and verifiable approach, particularly with regards to labour practices in both Australia and overseas. Responsible business the HUB of responsible business practice in Australia is a project of St James Ethics Centre 12 © St James Ethics Centre practice needs to be embedded in the entire business operation, not just the organic collection and initiatives aimed at reducing energy used in their Australian retail outlets. Real gains can be made by embedding sustainability principles at the design stage of production. Further, direct collaboration with suppliers can result in the production of innovative and more sustainable garments. This was clearly demonstrated through the partnership between Gorman and their Vietnam supplier, Un-available, which influenced and inspired Gorman to develop their organic range. In addition, Gorman has benefited from the direct relationship with The Merino Company (TMC). TMC has a vertically integrated business model, and significant influence due to their position as a global wool solutions company. This led to the development of the organic Merino Tee. A multi-dimensional response is needed to drive responsible business practice. A combination not only of incentives (e.g. taxation benefits, access to small business and export development grants and subsidies, market and retail access, preferred supplier for government procurement) but also of robust and enforceable regulation and voluntary mechanisms is required, along with the development of practical tools and resources to assist SMEs. Recommendations The Gorman product roadmap identified significant opportunities for the Australian government to design innovative policy initiatives to strengthen the Australian garment sector’s capacity to operate in a sustainable and responsible manner. It is recommended the Australian Government: 1. Establish a national corporate responsibility agency. The agency would have responsibility for implementing mandatory sustainable business regulations and reporting, strengthening voluntary mechanisms, developing and disseminating tools and resources, sustainable procurement policy and practice, and influencing the development of sustainable business subsidies and incentives. 2. Develop resources, tools and technical assistance on existing and emerging sustainable fibres, production processes and certification programs. This would include their potential use in the clothing sector, and an assessment of their environmental and social sustainability impacts. 3. Facilitate public sector investment in flexibly delivered training packages and educational resources to build skills and technical capacity to improve sustainable design and manufacturing in the garment sector. 4. Introduce subsidies and incentives to encourage sustainable business practice. For example, “tax breaks” for enterprises that develop organic garment collections, grants to defray the costs of factory audits and attaining the HUB of responsible business practice in Australia is a project of St James Ethics Centre 13 © St James Ethics Centre certification, and subsidies for enterprises interested in retro-fitting existing stores, and sustainable building options for new stores. 5. Create “green-jobs” through retail retro-fitting initiatives and access to environmental consultants with expertise in SME manufacturing and retail. 6. Introduce measures like the EU REACH legislation to regulate the use of chemicals, including in imported clothes. 7. Review programs such as the Textiles, Clothing and Footwear (TCF) Assistance Packages, Austrade administered Export Market Development Grants (EMDG) and AusIndustry Enterprise Connect, to ensure funding eligibility criteria is based on responsible business principles. 8. Implement the 2008 Australian TCF Review recommendation to establish a TCF Innovation Council ensuring the Council’s terms of reference include social and environmental sustainability, and Council membership includes individuals and organisations with experience in this area. 9. Implement the TCF Review recommendation to establish an Ethical Quality Mark for the Australian garment industry ensuring that the mark encompasses both Australian and International sourcing, and includes information on country of origin. the HUB of responsible business practice in Australia is a project of St James Ethics Centre 14 © St James Ethics Centre Introduction Governments, communities, consumers and international bodies are increasingly demanding that companies be more accountable for their business operations offshore. Some respond by doing very little; others are addressing issues such as working conditions, human rights, and environmental management through responsible business practices. The Australian Government (Treasury) has funded St James Ethics Centre over a period of three years to promote responsible business practice (RBP) in Australia. This work includes a product road mapping component undertaken by three organisations: the Brotherhood of St Laurence (BSL), Green Capital and NetBalance. A product roadmap is a tool to better understand the environmental and social impacts of a particular product throughout the supply chain, and to assess ways in which these impacts can be mitigated. The BSL focus was on the garment sector, an industry characterised by complex global supply chains often including low-wage economies with poor enforcement of labour and environmental standards. One of Australia’s well- established fashion labels, Gorman Industries, agreed to open their supply chain for mapping purposes. Brotherhood of St Laurence The Brotherhood of St Laurence (BSL) is a Melbourne-based community organisation that has been working to reduce poverty in Australia since the 1930s. Our vision is “an Australia free of poverty”. Our work includes direct service provision to people in need, the development of social enterprises to address inequality, research to better understand the causes and effects of poverty in Australia, and the development of policy solutions at both national and local levels. The BSL previously operated a small Australian-based garment manufacturing business, Hunter Gatherer, which is an accredited No Sweat Shop retailer. In addition, the BSL operates a donated goods business, which sorts, re-sells, and disposes of large quantities of second-hand clothing. The authors of this report have extensive research and advocacy experience in the issues faced by small and medium enterprises in developing corporate responsibility (specifically in the Australian garment sector), voluntary and mandatory regulatory frameworks, and standards, and labour rights issues in Australian and Chinese manufacturing supply chains. the HUB of responsible business practice in Australia is a project of St James Ethics Centre 15 © St James Ethics Centre Gorman Industries Gorman is an Australian fashion retailer and wholesaler with eight retail outlets in Sydney and Melbourne and thirty-two wholesale clients, including a major national department store. The company has an online store, and a mobile pop-up store constructed from a recycled shipping container which only sells products online. The company has been operating for ten years. All manufacturing processes apart from patternmaking and some sample production are outsourced to suppliers in Australia and overseas in countries such as; Vietnam, China, Japan and New Zealand. Gorman has made a public commitment to environmental and social responsibility, including decent working conditions. They were one of the first fashion retailers in Australia to develop an organic range of garments. They have undertaken energy and waste audits of their Australian operations and their Vietnamese manufacturer, and have developed a Green Guide policy. Understanding the clothing industry The clothing and textile industry is a major contributor to the global economy, encompassing both small and large-scale operations worldwide. It is estimated to be worth US $1trillion, contribute to 7\% of world exports and employ some 26 million people (Draper et al. 2007, p.3). According to the Council of Textile and Fashion Industries of Australia (TFIA), clothing and textile sales are worth A$9 billion each year, and the industry accounts for ten per cent of manufacturing establishments in Australia (TFIA 2006). Since the 1970s there has been a significant restructuring of the garment industry. Through the reduction of trade quotas and tariffs and the progressive opening of markets to imports, a global business model has emerged “based on companies outsourcing production through global supply chains that demand low-cost and flexible labour” (Raworth 2004, p.17). Australia has followed these global trends, with a significant rise in import share of textile clothing and footwear (TCF) products: Imports as a proportion of … ON BIN NIGHT GET IT RIGHT CAMPAIGN GUIDE 2013 2 Get it Right on Bin Night - Campaign style guide The ‘Get it Right on Bin Night’ program was developed by Sustainability Victoria in collaboration with the Metropolitan Regional Waste Management Group and metropolitan Melbourne’s municipal councils. The goal was to raise awareness about the benefits and ease of household recycling and to assist Victorians to improve their recycling habits. The program will continue to build momentum in 2013 in Melbourne and is being extended into regional Victoria. With all of Victoria’s 79 councils’ support, we hope to extend the program’s reach so that together, we can deliver clear and compelling messages that will make a positive difference to recycling behaviours. We hope this style guide offers your team some helpful information to assist the process. Introduction Key contacts This guide outlines how you can support local delivery of the campaign and the resources that you can access – both during the statewide campaign and after the campaign. We’d love to hear about how you plan to implement the campaign and how we can assist you to use the campaign resources. Use of Get it Right on Bin Night Resources requires sign off from SV and in accordance with the Terms of Use for the Partner Login area (secure electronic file storage). Please give us a call to discuss how you would like to use Get it Right on Bin Night. Use of campaign materials and the campaign logo Kellie Watson – Campaign Lead Sustainability Victoria Phone: 8626 8815 Email: [email protected] Jodie McQueen – Communications Officer Metropolitan Waste Management Group Phone: 8698 9828 Email: [email protected] Program Support and local projects Sarah Gorman – Program Leader Get it Right on Bin Night Sustainability Victoria Phone: 8626 8743 Email: [email protected] 3 Get it Right on Bin Night - Campaign style guide CONTENTS Introduction 2 Key contacts 2 CAMPAIGN OVERVIEW 4 SUPPORTING HOUSEHOLDS TO GET IT RIGHT ON BIN NIGHT 5 Introduction 5 Key messages 5 Audience 5 STATEWIDE CAMPAIGN – CHANNELS 6 Metro & Regional 6 Social Media Radio PRESS 7 TELEVISION 8 ONLINE 10 SOCIAL MEDIA & RADIO 11 Social Media 11 Radio 11 SUPPORT THE CAMPAIGN 12 Local Campaign Delivery 12 During the Statewide Campaign 13 After the Statewide Campaign 15 CAMPAIGN RESOURCES 17 CAMPAIGN RESOURCES 18 USING THE LOGO 19 Incorrect usage 21 LOGO USE – WITH COUNCIL LOGO 22 Print application 22 Magnet application 23 Incorrect usage 24 WEB ADVERTISEMENTS & COUNCIL NEWSLETTERS 25 TYPOGRAPHY & COLOUR 26 TYPOGRAPHY 27 Primary set 27 Secondary set 27 Typography application 28 COLOUR PALETTE 29 ICONS & IMAGES 30 ICONS – RECYCLING 31 IMAGE LIBRARY 33 COLLATERAL EXAMPLES 35 COUNCIL RECYCLING PUBLICATIONS 36 A5 CALENDAR 37 WASTE COLLECTION GUIDE INSERTS 38 REGIONAL COUNCIL EXAMPLES 39 A4 FACT SHEET 40 POSTERS 41 CALD RESOURCES 42 Vietnamese 42 Mandarin 43 Arabic 44 ON BIN NIGHT GET IT RIGHT CAMPAIGN OVERVIEW 5 Get it Right on Bin Night - Campaign style guide SUPPORTING HOUSEHOLDS TO GET IT RIGHT ON BIN NIGHT Introduction The Get it Right on Bin Night campaign aims to increase recycling rates by Victorian households. Phase A of the campaign commenced in metropolitan Melbourne in May 2012. The statewide campaign will be launched on 15 August 2013 and cover both metropolitan Melbourne and regional Victoria. The statewide campaign will cover press, radio, online advertising, regional television and social media to further drive the campaign online. Key messages The campaign messages are based on research conducted into household recycling behaviour. The research identified that many people do not recycle beyond the kitchen. Evaluation conducted after the first phase of the campaign identified that there was a need for messaging to be more specific on some of the items that can be recycled. The campaign messaging has been developed to increase the recycling rates of items from every room of the house, specifically items from the laundry and bathroom such as aerosol cans, plastic soap and shampoo bottles and cleaning product bottles. – Recycle right in every room – Recycle from the bathroom – Recycle from the laundry – Don’t put your recycling in plastic bags. Audience The audience for the campaign is 30–39 year olds (primary) and 40–49 year olds (secondary). Additional audiences include Chinese, Vietnamese, Arabic speaking and Indian communities. 6 Get it Right on Bin Night - Campaign style guide STATEWIDE CAMPAIGN – CHANNELS Table 1 Campaign Channels Television � Regional Victoria � 15 second ad – top and tail ad breaks � Five week run Press – Metro � Leader group – 33 local newspapers � ¼ page ad over four weeks � Four ads, one message featured each week Press – Regional � Victorian Country Press Association – 58 community newspapers � ¼ page ad over four weeks � Four ads, one message featured each week Radio � 30 second ads for CALD audiences: � Arabic speaking community � Vietnamese community � Chinese speaking community � Indian communities (English speaking) � Metro and regional radio – week 2 of campaign � Live read, 30 second script Online � Online banner ads – Age, Herald Sun online, Yahoo7 and NineMSN � GIROBN Website (existing) Social media � Facebook campaign � Twitter � Youtube � Blogs Metro & Regional The campaign will use a number of channels – TV (regional Victoria only), press, radio and online advertising. In addition there will be a tailored social media campaign covering Facebook, Twitter and Youtube. 7 Get it Right on Bin Night - Campaign style guide The press campaign will use 33 local newspapers in metropolitan Melbourne and 58 newspapers in regional Victoria, the press campaign will begin in week two of the campaign and run for four weeks. The press campaign will feature a new campaign message each week. PRESS Press Ad 1 Don’t put recycling in plastic bags Press Ad 2 Recycle from the bathroom Press Ad 3 Recycle from the laundry Press Ad 4 Recycle right in every room 8 Get it Right on Bin Night - Campaign style guide TELEVISION The TV campaign will feature two 15 second ads; Recycle right from every room and Keep recycling out of plastic bags. The TV ads will screen on WIN TV, PRIME, TEN and SBS in regional Victoria from Thursday 15 August and run for six weeks. TV Ad 1 Recycle right in every room 9 Get it Right on Bin Night - Campaign style guide TELEVISION TV Ad 2 No plastic bags 10 Get it Right on Bin Night - Campaign style guide ONLINE The online campaign will cover The Age and Herald Sun news sites, Yahoo7 and NineMSN. In addition targeted advertising will be placed on Facebook, appearing on the pages of people in the target group. These ads will link to the campaign Facebook page and promote the social media campaign. Web Ad 2 Skyscraper Web Ad 1 Leader Board Web Ad 3 Tile 11 Get it Right on Bin Night - Campaign style guide SOCIAL MEDIA & RADIO Social Media We’d like to get more people talking about Get it Right on Bin Night! To help this along, the social media campaign will feature a new take on the campaign imagery – Meet The Recyclables. They’re your recyclables from your bathroom, kitchen and other rooms in your home, but reworked for social media. The creative and messaging has been designed to encourage greater ‘share-ability’ to extend the reach of the campaign online, while creating something unique for social media users. The Facebook campaign page will introduce the Recyclables via a series of comic strips and feature a new Facebook competition. A radio campaign will run in week two of the campaign, featuring a 30 second live read, the ads will run on major metro Melbourne and regional radio stations. These ads are also an opportunity to link the ads to the social media campaign. Audiences from CALD backgrounds will be reached via radio ads placed on a number of radio stations featuring programs for Chinese, Vietnamese, Arabic speaking and Indian communities. These will run over the length of the campaign. Radio 12 Get it Right on Bin Night - Campaign style guide Local Campaign Delivery There are a number of ways that councils and regional waste management groups can be involved in delivering Get it Right on Bin Night, both during the statewide campaign and after the statewide campaign: During the statewide campaign Councils and regional waste management groups can support the statewide campaign from 15 August – 22 September through placing banner ads on council websites, following the campaign in social media and via local media engagement. After the statewide campaign After the statewide campaign councils and regional groups can deliver a local Get it Right on Bin Night campaign, using the range of resources provided and channels dependant on local needs and resources. Community engagement projects In addition, Sustainability Victoria is developing a community engagement toolkit for councils and regional groups to implement local engagement projects in the coming months. SUPPORT THE CAMPAIGN 13 Get it Right on Bin Night - Campaign style guide During the Statewide Campaign Use the Get it Right web ads on your council websites Placing Get it Right on Bin Night web banners and images on your council front page and web pages is a great way to support the campaign. Ads are available in three sizes: – 300 x 250 pixels – 728 x 90 pixels – 160 x 600 pixels Images can link through to the Get it Right website or the waste and recycling pages of your website. There are four versions available – each with a different message. By placing a new image on your website each week you can implement your own campaign to match the roll out of the local press advertising or use them as part of delivering a local campaign after the statewide campaign. ‘Like’ & follow ‘The Recyclables’ in social media You can be part of the campaign by linking with the Twitter and Facebook accounts during the campaign. Retweet The Recyclables tweets, like and share posts on Facebook and take the Wheelie Wiz quiz! You can also undertake your own polls and discussions to get the conversation going on recycling with your social media users. Facebook – www.facebook.com/RightOnBinNight The Facebook page will introduce The Recyclables and feature a new Facebook quiz. You can also be part of the social media campaign: – Promote the Facebook quiz via your website and council Facebook and Twitter accounts. – Like, share and comment on the Facebook posts and join in the conversation or start a conversation by making a comment or asking a question of your community when you share a post, encourage your followers to do the same. – Encourage your councillors and staff with a Facebook account to complete the Recyclables quiz and share it amongst their networks. Twitter – @onbinnight Support the campaign by retweeting posts from @onbinnight or writing your own based on the campaign themes. We encourage you to share and use the resources from our tweets such as links and graphics if you do create your own tweets. If you do retweet or develop your own posts we ask that you include the hashtag #onbinnight. A weekly tweet schedule will be sent to all council social media contacts each week of the campaign. There will be a different campaign message every week. Local media engagement – Week 3 of the campaign As part of the campaign we are inviting councils and regions to promote a local media story during week three of the campaign. This is a chance to promote the campaign locally while benefiting from the increased focus on recycling provided by the statewide campaign. Customise the release provided and hold a photo opportunity for the local media – focus on increasing the recycling of items from the laundry and bathroom or invite the local media to meet The Recyclables! Alternatively develop your own media release about a local recycling issue that can help households to Get it Right on Bin Night. If you do not use the release during week three, the shell media release can be used as part of your local delivery of Get it Right on bin Night after the campaign. SUPPORT THE CAMPAIGN 14 Get it Right on Bin Night - Campaign style guide Summary Table: Supporting the Statewide campaign SUPPORT THE CAMPAIGN Channel Activity Timing Resources Council website � Place GIROBN web ads on your council website – linked to GIROBN website/Facebook � Four ads are available for each of the campaign messages – use a different ad each fortnight to have an eight week online campaign. � OR choose the message that matches your needs During the campaign or after the campaign Web ads are available in three sizes: � 300 x 250 � 728 x 90 � 160 x 600 Available from the website Social media � Use your council social media accounts to link with GIROBN via Facebook, Twitter and Youtube � Retweet posts from @onbinnight or develop your own � Complete the Facebook quiz and share and like posts � Ask your staff and councillors to complete the Facebook quiz and promote campaign via networks. During the campaign and ongoing � Tweet schedule weekly � Facebook quiz online 15/08/13 Local media � Local media story – The Recyclables. � Engage with the local media to promote local recycling stories. � Hold a photo opportunity with some recyclables. � Talk to council PR and communications staff for story ideas that match your local needs or tailor the supplied media release to your local issues. Week three of the campaign Sample media release 15 Get it Right on Bin Night - Campaign style guide After the Statewide Campaign Use Get it Right on Bin Night branding in your recycling communications There are a number of templates available for councils to use to promote Get it Right on Bin Night in their council recycling communications such as waste calendars, brochures, fridge magnets and inserts. These use campaign imagery and the GIORBN style and are available for councils to use. Examples: – Nillumbik Calendar (images) – Casey DL insert (images) – Wangaratta newsletter addition – A4 page (icons) These can be customised depending upon your specific communication needs. The craft background, logo and layout must remain unchanged. If you’d like to use the material, please give us a call. When using the Get it Right logo and design materials sign off from SV is required on draft artwork before printing. Feature a recycling story in your newsletters and news columns Use in-house publications and news columns to feature a recycling story or some of the campaign creative. Some of The Recyclables creative can also be used in your publications after the campaign. Short articles can feature the need to Recycle from every room, items that can be recycled from the kitchen and bathroom, items that collected materials are made into and why plastic bags are an issue for recycling collections. A selection of short articles is available in the campaign guide. Use campaign collateral in your local campaigns A limited number of posters are available for councils to use in local campaigns in regional Victoria. Two versions of an A2 sized poster is available – Don’t put recycling in plastic bags and Recycle right from every room. Please contact SV if you would like posters for your local campaigns. Get it Right on Bin Night signage for recycling trailers and recycling trucks Concept artwork for recycling trailers and recycling trucks featuring the Recycle Right from Every Room message is available from SV. Artwork needs to be modified depending on your specifications. Placement costs are not covered by SV. Get it Right on Bin Night ads in your local media Councils or groups may like to place campaign ads in local media as part of a local campaign. This can be carried out after the statewide campaign and requires sign off from SV. These ads can be co-branded with your council/region logo – no other modifications can be made to the artwork. If you plan on placing local ads please talk to SV in advance about your requirements and how we can support your campaign. Television ads and video Three 30 second TV ads as well as a short film on the recycling process can be used to support information sessions, in council foyers and at community events. Ads and videos are available on the YouTube Channel and can also be made available to councils on DVD. The TV ads cannot be modified in anyway. SUPPORT THE CAMPAIGN 16 Get it Right on Bin Night - Campaign style guide SUPPORT THE CAMPAIGN Channel Activity Timing Resources Council newsletters & news columns � Use your council newsletters to promote local recycling stories or � Place one of the GIROBN ads in your newsletters or in your column � Focus on the one of the campaign messages most applicable to your local issues. During the campaign and ongoing � Sample local stories are provided in the kit � Smaller version of the ad work is available. (see page 25; and available on website. Council recycling publications � Use GIROBN branding for your council recycling guides and calendars. � Artwork is available for calendars, inserts and flyers. � An extensive image library is also available for recyclables, waste and green waste – both photographs and icons. During the campaign and ongoing � Examples are included in page 36 of this guide. � Indesign templates for calendars and flyers are available, ready for use on the website. (2014 calendar available in September) Posters � Place posters at council centres, local community centres and libraries. Two versions available: � Recycle from every room � Don’t put recycling in plastic bags During the campaign and ongoing Hardcopy posters available from SV (limited numbers, regional councils only) Local media � Engage with the local media to promote local recycling stories � Hold a photo opportunity with The Recyclables. � Talk to council PR and communications staff for story ideas that match your needs or tailor the supplied media releases to your local issues. After the campaign Develop your own media releases or use the shells provided. Available on the website. Local advertising � Place GIROBN ads in your local newspapers. � Run the four campaign ads or choose the message most applicable to your local issues. � Ad can include council or RWMG logo. After the campaign � Four ads are available and feature the campaign guide. � For artwork please contact SV. � Placement costs not covered by SV. GIROBN signage � Signage is available for trucks and trailers with the Recycle from every room message. After the campaign � For artwork please contact SV. � Placement costs not covered by SV. Summary Table: Delivering a Local Campaign after the Statewide Campaign ON BIN NIGHT GET IT RIGHT CAMPAIGN RESOURCES 18 Get it Right on Bin Night - Campaign style guide There are a range of resources for councils to use to support the local delivery of Get it Right on Bin Night. Use of Get it Right on Bin Night Resources requires sign off from SV and in accordance with the Terms of Use for the Partner Login area (secure electronic file storage). Please give us a call to discuss how you would like to use Get it Right on Bin Night. This is a growing suite of resources that we hope to add to over time based on the needs and feedback from councils and regional waste management groups. Most of these resources are available on the partner login area of the Get it Right on Bin Nigh Website, the remainder are available directly from SV. CAMPAIGN RESOURCES Resources for local delivery of Get it Right on Bin Night – Get it Right on bin night logo – Web ads for council websites – Mini ads for council newsletters – Images and icons – Templates for recycling calendars and brochures – Television ads – on website and YouTube – Shell media release and news articles – on partner area of website – Short film – on website and YouTube – Posters – digital and hard copy limited numbers available – CALD resources – posters and press ads (from 2012 campaign) – Fridge magnet, 2012 campaign – artwork only, customisable – Artwork for trucks and trailers – contact SV – Press ads – contact SV 19 Get it Right on Bin Night - Campaign style guide USING THE LOGO Clear space To ensure the GIROBN with url logo is not compromised by other graphic devices, use the minimum clear space guidelines above. Use the height of the ‘G’ letter (marked ‘x’) as a proportional measure. No other elements should breach this area. 50mm Minimum size Never use the GIROBN with url logo any smaller than 50mm in width. This ensures it is always legible. The minimum font size for the url is 6pt. The success of the GIROBN campaign relies upon a consistent and high standard of implementation of the logo throughout the organisation, from powerpoint slides to outdoor signage. It is essential that when the logo is reproduced, its integrity remains intact. The logo must be applied consistently to all Council produced communications. As a rule for the GIROBN URL is to accompany the GIROBN logo. However it can be separated where the URL can be clicked through to the website. The letterforms work together to create a seamless piece: – of typography and they should never be separated or – altered in any way. Always use the electronic master identity artwork. When referring to the title of the campaign please use — Get it Right on Bin Night — with capital G R B and N. X X ON BIN NIGHT GET IT RIGHT 1.5 1.5 X X ON BIN NIGHT GET IT RIGHT www.getitrightbinnight.vic.gov.au ON BIN NIGHT GET IT RIGHT www.getitrightbinnight.vic.gov.au ON BIN NIGHT GET IT RIGHT www.getitrightbinnight.vic.gov.au .5 20 Get it Right on Bin Night - Campaign style guide USING THE LOGO Solid url logo The solid url logo can be used in all marketing communications. The logo should always appear on solid white, craft or black backgrounds. Black rectangle url logo In the event that the logo must be used on a coloured background please use the reversed url logo in the black rectangle. On white background The GIROBN url logo is always to appear in black when reproduced positively. On black background When reversed out of black, the logo should appear in white. On craft background When reversed out of the craft background, the logo should appear in black. ON BIN NIGHT GET IT RIGHT www.getitrightbinnight.vic.gov.au ON BIN NIGHT GET IT RIGHT www.getitrightbinnight.vic.gov.auwww.getitrightbinnight.vic.gov.au ON BIN NIGHT GET IT RIGHT www.getitrightbinnight.vic.gov.au ON BIN NIGHT GET IT RIGHT 21 Get it Right on Bin Night - Campaign style guide USING THE LOGO Incorrect usage Please note that the logo must not be reset or reshaped or recoloured. If your version of the logo does not appear in the logo usage section in this document it is incorrect. Here are some examples of how not to use the logo. ON BIN NIGHT GET IT RIGHT ON BIN NIGHT GET IT RIGHT Don’t change background The white logo can only be reproduced on a solid black background. No cropping The logo is always to be viewed in its entirety with appropriate clear space. No additional colours Do not change the colour of the logo in anyway. Don’t separate elements The text and graphics work as a whole and are never to be placed apart. No changing proportions Never stretch the logo vertically or horizontally. No visuals underneath Never place the logo over any other images, photos or illustrations. ON BIN NIGHT GET IT RIGHT ON BIN NIGHT GET IT RIGHT ON BIN NIGHT GET IT RIGHT ON BIN NIGHT GET IT RIGHT ON BIN NIGHT GET IT RIGHT Incorrect usage 22 Get it Right on Bin Night - Campaign style guide LOGO USE – WITH COUNCIL LOGO Print application When applying a council logo use the minimum clear space guidelines below. Use the height of the ‘G’ letter (marked ‘x’) as a proportional measure. No other elements should breach this area. The council logo is always to be positioned in the left hand corner. The SGV logo always sits in the bottom right hand corner offset in the corner by the proportions in the sample below. Preferably use a reversed out white council logo, alternatively use a black logo contained in a white box. Avoid using colour logos. X ON BIN NIGHT GET IT RIGHT X X X X 1.5 X X 3X 3X X 23 Get it Right on Bin Night - Campaign style guide LOGO USE – WITH COUNCIL LOGO X ON BIN NIGHT GET IT RIGHT 2X 1.5X When applying your council logo to the magnet design, the logo is to be positioned on the left hand side of the State Government Victoria logo. Using clearspace guidelines below to ensure consistency. If the council logo is wider than example provided, the SGV logo can be moved to the right within the guideline border below. Magnet application 24 Get it Right on Bin Night - Campaign style guide Incorrect usage LOGO USE – WITH COUNCIL LOGO Incorrect usage Always use the reversed white council logo, alternatively a black logo contained within a white box. Here are some examples of how not to use the logo. Council Logo usage Please make sure that the council/region logo is in line with the Victorian Government logo. Council logo is to be positioned to the left hand side of the State Government logo at all times. Not inline with the GIROBN logo The council logo must be aligned with the SGV logo in the left hand side when used in print collateral. (refer to pg 16). Don’t interfere with the SGV logo Never place the council logo over the SGV logo or too close to it. (refer to pg 18). Not on the right hand side Council logo must be positioned on the left of the SGV logo. (refer to pg 17). Avoid inconsistent sizing The council logo is to be balanced and in proportion with the SGV logo. (refer to pg 19). 25 Get it Right on Bin Night - Campaign style guide Councils and regional waste management groups can use the web advertisements for websites both during and after the statewide campaign. There are four ads available in three different sizes. In addition a set of the ads has been created for print applications to be used in newsletters and council news pages to go along side a Get it Right on Bin Night story or on their own as a way of reinforcing the campaign messages. Please ensure the logo appears no smaller than 50mm in width as per style guide instructions. WEB ADVERTISEMENTS & COUNCIL NEWSLETTERS Newsletter Ad 1 Don’t put recycling in plastic bags 100\% of actual size Newsletter Ad 3 Recycle from the laundry Newsletter Ad 4 Recycle right in every room Newsletter Ad 2 Recycle from the bathroom ON BIN NIGHT GET IT RIGHT TYPOGRAPHY & COLOUR 27 Get it Right on Bin Night - Campaign style guide TYPOGRAPHY FUTURA EXTRA BOLD UPPERCASE Futura extra bold uppercase can be used for headlines and large display copy Futura DemiBold Futura Demibold uppercase can be used for phone number URL and body copy Futura Medium Futura Medium can be used for large sized headings and display copy Phone numbers and additional information abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ Primary set Secondary set Arial Black When Futura Extra bold is not available Arial Black should be applied. Arial Bold When Futura Demi bold is not available Arial Bold should be applied. Arial Regular When Futura Medium is not available Arial Regular should be applied abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 28 Get it Right on Bin Night - Campaign style guide TYPOGRAPHY URL 14 pt Futura Demi Bold 17 pt leading Call to action 14 pt Futura Medium 17 pt leading Typography application All advertising collateral use FUTURA EXTRA BOLD uppercase as the headline font. Futura Demi Bold is the body copy font and url font. Futura medium is used as the call to action. Please ensure this typography hierarchy is followed. Headline 43 pt Futura Extra Bold 52 pt leading Body copy 18 pt Futura …