Winning over the opposition
Biffa Waste Services
Brief:
The successful undertaking of a £300 million contract between Leicester City Council and Biffa Waste Services, to provide waste collection and disposal services until 2020 depended on the granting of planning permission for a £30 million waste recycling centre in the city’s Bursom district.
Biffa were concerned that fears about waste amongst local residents might lead to protest and opposition to its plans and subsequent delay in the granting of planning consent. Any delay would impact on the delivery of its service to the local authority and Kestrel was charged with the task of ‘winning over’ opposition to the development.
Activity:
Immediate contact was made with local community leaders, councillors and politicians to determine the concerns of local residents. Based on this research, a public open day was arranged and all local residents invited. Information displays, videos and slide shows were arranged and senior Biffa personnel attended to explain the purpose of the centre and the positive benefits that it would bring to the city as a whole.
The local media were also briefed and provided with information for a series of positive news stories. The open day also identified residents with the greatest concerns. Along with the press, these people were invited to visit a similar centre operating in Germany, to give them an idea of what to expect.
Result:
In taking proactive measures to address key areas of public concern through education and demonstration, Kestrel was able to ensure potential protesters were informed and aware of the recycling centre’s likely impact on their community.
Opposition to the development was avoided and planning consent was granted in line with the client’s initial timescale.
Back to our services:
- Media Relations - Reaching your stakeholders
- Community Affairs & Planning - Educating and winning the arguments
- Crisis Communications - Weathering the storm
- Internal Communications - Aligning and motivating your staff
- Digital Marketing - Maximising your online visibility
- Word-of-Mouth Marketing - Turning influencers into advocates
- Publications - Professional copywriting and design
