Shinjuku CityCOMMUNICATION WITH RESIDENTS
Kenji Tamura, Shinjuku Waste Collection Office1

BUILDING A RECYCLING-ORIENTED SOCIETY

Government

Companies

Residents

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ROLES IN A RECYCLING-ORIENTED SOCIETY

Government• Waste collection, transport, processing• Increasing public awareness, providing
advice and guidanceCompanies• Improvement of processing andrecycling technology• Cooperating with government policy

Residents• Separating waste• Cooperating with government policy

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IMPORTANCE OF HAND SORTING
１．Proper separation of waste byresidents
２．Securing appropriate

processing throughgovernment and companies
３． Recycling and reduction ofgarbage
4REASONS FOR NOT SEPARATING TRASH

Improvementof processing
technology

Lack ofknowledge

Distrust of
government

Impersonal/
one-sided
awareness
activities

Feeling ofunfairness

indifference / uncooperative behavior
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WAYS OF THINKING IN RAISING AWARENESS ON
SEPARATING TRASH
Buyer (resident) viewpoint

Towards residents(businesses)

Caution

Focus attention

Interests

Generate interest

Needs

Create empathy

MemoryEncourage memorization

ActionSupplementary advice /guidance
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UNDERSTANDING AREA CHARACTERISTICS
Group AGroup BGroup C

Householdcomposition

Family households,
Long-term residency

Single-personhouseholds,
Short-term residency

Single-personhouseholds,
Senior citizens

Connection withcommunity

HighLow

Low

Trash separation

Yes

NoSometimes

Trash contents

Kitchen waste

Packaged foodwrapping

Kitchen waste

Other
characteristics

Double income

Businesses

Apartments
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USE OF PAMPHLETS/FLYERS TARGETED FOR
SPECIFIC CHARACTERISTICS AND PURPOSES

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USE OF ADVISORS①INDIVIDUAL INTERACTION
Speaking directly with individual residents.

Sharing problem awareness between
residents and government.

Understanding problems from the residents’point-of-view and finding ways to improvethem.

Giving residents a feeling of satisfaction andsuperiority together with gaining trust for thegovernment.
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USE OF ADVISORS② WORKING WITH EACH AREA
Speaking directly with each community.

Understanding the unique characteristics
and problems of the community.

Implementing support measures corresponding withthe characteristics of the community.

Fostering cooperation among area
residents to effectively spread policy.
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USE OF ADVISORS③ MID TO LONG-TERM EFFORTS
Environmental education for kindergartensand elementary schools.

Encouraging recognition of environmental
problems as problems close to home.

Increasing knowledge on efforts being madetowards environmental problems and theiralleviation.

Fostering human resources that are able tothink and act on their own accord regarding
environmental problems.
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USE OF ADVISORS④COLLECTION STATION IMPROVEMENT

1. Investigate site,
understand problem
areas

4. Verify state ofprogress and review
plan

2. Examine and plan
improvement
measures3. Execute plans,
provide direct
guidance to residents

12USE OF WARNING SIGNS AND FLYERS

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USE OF WARNING STICKERS14

WASTE DISPOSAL ADVISORS
Individually• Policy/site knowledge• Customer service abilities• Improvement capabilities

Externally• Ensure fairness• Maintain confidentiality

Internally• Share information• Work systematically15

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