An #espimakerdays project exploring how to get rid of too many disposable plastic bags in Singapore.

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Getting rid of plastic bags
in Singapore
An #espimakerdays Project
September 2015

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The average Singaporean
uses 584 plastic bags
per year

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The average European
uses 198 plastic bags
per year

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In April 2015 European member states have committed
themselves to either:
> reduce this amount even further to
90 per person in 2019
40 per person in 2025
source: http://www.europarl.europa.eu/news/en/news-room/content/20150424IPR45708/html/MEPs-clamp-down-on-wasteful-use-of-plastic-carrier-bags
> or ensure that by the end of 2018, no more light plastic bags
are handed over free of charge

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3.000.000.000
plastic bags per year
in Singapore alone

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After usage, most of these
end up in our environment

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Even so-called
bio degradable bags don’t
just disappear into thin air
source: http://www.plasticsrecyclers.eu/news/biodegradable-plastic-bags-are-myth

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Since 2007 there have been
some good initiatives in Singapore
to reduce the amount of
plastic bags used

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Results of a recent survey (2013) commissioned by
NTUC FairPrice have found that more customers are
bringing their own bags when grocery shopping.
62% have brought their own bags at least once
36% said that they do so regularly
13% shared that they do it all the time
80% of people who brought their own bags do so
to be environmentally friendly.
The survey involved 536 customers.

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Fairprice’s BYOB campaign saved
9 million plastic bags in 2014
(out of 3 billion that is only 0.3%…)

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Today’s reality…

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Why is this not working?

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The Singapore Environment
Council (SEC) released a position
paper in September 2013.
“The findings in this paper have
shown that the usage of plastic bags
in Singapore is a complex and multi-
faceted issue for which there is no
simple solution. Economic
considerations have to be balanced
with environmental and commercial
and even personal interests.”

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It’s psychology, professor…

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“I think most Singaporeans understand
the need to reuse plastic bags. Just that
they don’t really see the problems
caused by plastic bags yet.”
- An Environmental Expert

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Economic motivations
Consumers feel that in a way, they are already
paying for the bags through the price of goods
purchased. They also take the free plastic bags
so that they do not need to purchase additional
bags to dispose their general waste.

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Lack of mindfulness/planning
Consumers who forget to bring reusable
bags with them may wish to reduce their use
of plastic bags, but lack the mindfulness or
commitment to do so.

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“All the recommendations put forth in our
position paper would require a concerted effort
from stakeholders such as the government,
retailers, academic organisations, environment
specialists and the public.”
- Mr Jose Raymond, Executive Director of the SEC

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Our vision

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1.
Reusable bags
have to be super practical

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espi_
Ideal size:
60 x 40 cm
Eco-friendly fabric, reusable,
chemical-free, long-lasting,
water-resistant, washable.
Easy to carry and
extremely good looking.

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2.
Reusable bags
should make you look
goo-ood!

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espi_
espi_
espi_
espi_
The Art Series
Peranakan Museum Singapore Art Museum ArtScience Museum National Gallery Singapore

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The Brand Series
Louis Vuitton Prada Nike Lacoste
espi_
espi_
espi_
espi_

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The Singlish Series
You are so arrogant I got delegated I was not invited! I am really bored
espi_
BOJIO!
espi_
espi_
KENA
ARROW!
espi_
YA YA
PAPAYA

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The Statement Series
espi_
Can you
afford
me?
espi_
I’m more than a
lifetime’s worth
espi_
BUY
STORE
KEEP
...REWIND
espi_

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A bit of field research

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Observations
>Consumers have a positive stance towards buying and using reusable bags
>They have to be strong and easy to take along in a purse or coat pocket
>Ideal price point would be 4 to 5 SGD
>Consumers like the types of designs as shown; the art series scores best in
this small survey

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3.
Reusable bags
deserve a strong campaign icon
to convey the story

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Merlion could be the perfect
icon for this campaign:
>relates to nature/environment,
more specifically fish
>is the national personification
of Singapore
>strong and agile

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Merlion image
still to be developed

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4.
Reusable bags
deserve a role model

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Recommendations for retailers and government
1. Join forces
Countries that have successfully diminished the use of plastic bags all formed a treaty
between retailers and government.

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Recommendations for retailers and government
1. Join forces
Countries that have successfully diminished the use of plastic bags all formed a treaty
between retailers and government.
2. Want a bag? Have to ask lah!
No more automatic packing into plastic bags by the cashiers.

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Recommendations for retailers and government
1. Join forces
Countries that have successfully diminished the use of plastic bags all formed a treaty
between retailers and government.
2. Want a bag? Have to ask lah!
No more automatic packing into plastic bags by the cashiers.
3. Be honest, be LOUD
Transparency about the environmental cost of plastic bags should be the focus of an awareness
campaign, ideally with different messaging for different groups of consumers.

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Recommendations for retailers and government
1. Join forces
Countries that have successfully diminished the use of plastic bags all formed a treaty
between retailers and government.
2. Want a bag? Have to ask lah!
No more automatic packing into plastic bags by the cashiers.
3. Be honest, be LOUD
Transparency about the environmental cost of plastic bags should be the focus of an awareness
campaign, ideally with different messaging for different groups of consumers.
4. Create incentives to Bring Your Own Bag Every Day
A 10ct discount doesn’t cut it. Together, you can do better than that!

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Recommendations for retailers and government
1. Join forces
Countries that have successfully diminished the use of plastic bags all formed a treaty
between retailers and government.
2. Want a bag? Have to ask lah!
No more automatic packing into plastic bags by the cashiers.
3. Be honest, be LOUD
Transparency about the environmental cost of plastic bags should be the focus of an awareness
campaign, ideally with different messaging for different groups of consumers.
4. Create incentives to Bring Your Own Bag Every Day
A 10ct discount doesn’t cut it. Together, you can do better than that!
5. Make beautifully designed and truly practical reusable bags available everywhere.

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Thank you
ந"# Terima kasih