It’s easy to fall into a rut with environmental outreach tools (websites, brochures, bill inserts, how-to-recycle guides, etc.) But even the smallest touch-up can really help make a piece become more effective. In preparation for the recent California Resource Recovery Association (CRRA) annual conference, the Gigantic team put out a call to our email list, asking for samples of outreach materials that were ready for a makeover. We selected two submissions – the City of Fremont’s multi-family recycling guide and the Conservation Corps North Bay’s services flyer, and got to work.
See the results in the presentation below. In doing these makeovers, a few key takeaways emerged that we’d like to share:
1) Tailor by Audience – Often agencies and organizations don’t have the resources to make separate pieces for each audience (for example, multi-family building residents and property managers), but you can use visual cues and wording to clarify to whom you are speaking within a piece.
2) Give a Clear Call to Action – Laundry lists of do’s and don’t’s can make people’s eyes glaze over. Single, clear action steps are more likely to get results.
3) Use Clear Instructions – There are some best practices for information such as waste sorting guides: use color coding, group images by type, and don’t overlap images – the brain takes in the shape of an uncluttered image and retains it better.
4) Tell Your Story – Stories stick. Make your messages come alive with vivid words and images, and beware of jargon and “internal speak.” Investing in custom photography with “real” community members pays off, as people see themselves in your outreach and are more likely to respond.
5) Be Consistent and Multi-Touch – No single brochure, no matter how well designed, can do all the work. Your message will go farther when all communication pieces work together visually and verbally, reinforcing your message across channels.
If your organization needs an outreach makeover, feel free to contact us and let’s see what we can do together!
It is with great pleasure and pride that I announce my new position as Principal at Gigantic Idea Studio! I am now co-leading the company with founder Lisa Duba. I feel I have truly landed in my professional home, as we collaborate with our clients to create positive environmental change.
It’s been a wonderful journey. As many of you know, I’ve been a regular contributor to Gigantic projects since 2009. What you might not know is that in 2009, I found myself at a point of personal reinvention: I was finishing my Green MBA degree; ending 14 years with a previous employer (the recession “eliminated” my position) and mourning the passing of my mom from cancer. All occurred within weeks of one another. After all that I realized I did not want to work full-time for anyone again …unless I was an owner.
I’ve been preparing to be an entrepreneur for a long time. I grew up with a family business—John Neteler Auto Sales and Service—and I went to grad school to learn triple bottom line business management. So when I found myself at a crossroads, I was prepared to strike out on my own as a freelancer. Within six months of launching my independent business I was working with an extensive list of clients across several industries: sustainability, tech, healthcare, education and more.
Gigantic Idea Studio was one of my first, and proved to be one of my best, clients. Over the years, Gigantic allowed me to fully exercise so many of skills: creative brainstorming, strategizing, designing, photographing, facilitating, and engaging communities.
Fast forward to fall 2015, when Lisa Duba and I began a conversation about co-ownership of Gigantic. We took our time and thoroughly discussed the opportunities and challenges of partnership and how best to co-create a successful path forward for Gigantic. Now it is official! I look forward to many years of collaboration with Gigantic’s fabulous team and our amazing clients to make the world a better place. Please contact me if you would have questions.
This post is the third in a three-part series summarizing our presentation on messaging at this year’s California Resource Recovery Association (CRRA) conference: “Not Just the Facts, Ma’am: Getting Your Message to Matter.”
By vivid communication, we mean communication that forms distinct and striking mental images. Vivid communication works because it gets attention and aids recall. Without attention, there is no recall. Without recall, there is no action.
Consider these five techniques to incorporate vivid communication to your projects.
1) Make the Invisible, Visible.
Take a look at this ad campaign from Georgia’s Clean Air Program. This is a clever way to depict the positive impact of public transit and carpool options on Atlanta’s freeways.
2) Relate to what people know.
PG&E learned how to weave vivid communications into scripts. PG&E noticed when they sent auditors to visit homeowners to talk about weather stripping, caulking and attic insulation alone – they did not see homeowners take action to correct issues.
However, once auditors were trained to incorporate vivid communication into their discussions with homeowners, they noticed a significant increase in repairs being made. For example, if an auditor found a lack of insulation in the attic they would say “We call that a ‘naked attic’ – it’s as if your home is facing winter not just without a coat, but without any clothing at all.
3) Illustrate your data.
Yes, facts are important! However, facts with visuals can really get your point across. It’s one thing to say a glacier receded eight miles in 100 years and another eight miles in the last 10 years; we hit another level of comprehension when those facts are illustrated visually.
4) Create an infographic.
This technique is perfect for grabbing someone’s attention and keeping it.
5) Engage the senses.
We created a three-cart game for Oakland Recycles to promote composting and recycling behaviors. The game begins with a noisy and attention-getting prize wheel. The prize wheel lands on a photo of a common discard and the player must find the game piece and walk over and determine which is the proper cart to use. The booth team coaches players as needed and we encourage them to look for clues under the lids. The player is engaged kinetically by taking the item, recognizing what it is and physically placing it in the right cart. This aids recall when they are back home and encountering the same item.
No matter the budget dollars behind your campaign, you can weave vivid communications into all your existing outreach efforts including newsletters, bill inserts, presentations, social media posts, event tabling and more! You can change the script, add imagery feature community members, even add a game or activity.
Every so often we run into people doing important environmental work who deserve some recognition. This inspired us to launch a Gigantic Q&A blog series, highlighting local citizens making a difference.
Recycled Glass Artist
KN: What inspires you as an artist?
FS: I enjoy the problem solving that comes from being a reuse artist. Sometimes I have an idea of something I want to make and go and look for materials. Other times, I will find an interesting object and think, “What can I make out of that?”
KN: How do you incorporate sustainability and green practices into your art pieces?
FS: Most importantly I try to have as much as possible—if not all—of my material be recycled. I try to stay away from toxic and harmful chemicals. I use a sandblaster instead of etching my glass with chemicals.
KN: What is your favorite material for making new artwork and why?
FS: Glass! Most of my professional work has been in glass and that is where I have the most experience. Each bottle factory has its own formula for glass, and the ratios by which the glass expands and contracts are different. In short, you can’t melt different colored bottles together because they may crack. This challenges me to make the glass interesting in other ways. I can add texture by twisting, adding wire, sand blasting and tumbling. I use combinations of glass techniques—from flameworking with a torch to fusing, slumping and coldworking. Glass can be both a liquid and a solid.
KN: What kind of reactions do your art pieces get?
FS: Mostly positive. Quite often people cannot tell at first that the pieces are made from recycled materials. Recycled does not have to look rough or “trashy.” I hope I can inspire others to take a second look at their own trash and find creative uses for it. Some people turn away from my bullet casing jewelry because of the association with violence, which is understandable. I like to think of it as transforming an object symbolic of destruction into a thing of beauty.
KN: What would be your dream art project?
FS: I enjoy sharing ideas and collaborating with other artists. My dream project would be working with other reuse artists on bigger, public works projects.
Every so often we run into people doing important environmental work who deserve some recognition. This inspired us to launch a new Gigantic Q&A blog series, highlighting local citizens making a difference.
Master Gardener and Composter
Walnut Creek, CA
Billi Haug knocks you over with her enthusiasm and love for her job. I originally interviewed and photographed her for a quote for the Spring 2014 Diversions newsletter, a publication of the Central Contra Costa Solid Waste Authority (CCCSWA). I was immediately charmed by her high energy and impressive knowledge of gardening and composting. I ended up joining the composting class that I was sent to photograph, and then implementing what she taught at my own community garden plot in Oakland.
KN: What drew you to the master gardener program?
BH: It took two years before I could fit it into my schedule, but it was definitely worth the wait! I was interested in the Master Gardening Program because it delivered an intensive learning experience full of research-based horticultural information.
KN: What’s your approach to promoting composting?
BH: I give talks and present workshops in the community to show how easy and beneficial composting is for the soil and plants. My own experience has convinced me of the benefits for the garden.
KN: Do you have any tricks or tips for engaging groups?
BH: I utilize three keys: know your subject, show enthusiasm and keep it simple. “Show and tell” props can be fun too.
KN: How do you know when you are having a positive effect on your students?
BH: When workshop participants approach me after class to say they can’t wait to get started. I’ve also encountered former students who catch me in line at the market and launch into their composting success stories!
KN: If you could have a superpower for one day, what would it be and how would you use it?
BH: I would love to be a rain fairy. I would swing my wand for a gentle, steady rain to fall all over California for a week.
KN: Who are your heroes?
BH: My uncle was my hero. He taught me about the beauty of nature and the power of being a good steward so that future generations may continue to draw strength and beauty from nature.
Billi Haug received her Master Gardener certification in 1997, and in 1998 she received her certification to be a public speaker for the Integrated Pest Management (IPM) program, sponsored by the Central Contra Costa Sanitary District. In May 2006 she completed her advanced composting certification. She presents on Healthy Gardening and Integrated Pest Management and gives Home Composting workshops throughout the Bay Area.
Click here for CCCSWA’s 2014 Workshop schedule.
During the last week of September, my colleague Stefanie Pruegel (pictured left) and I (pictured right) donned orange safety vests and set out before sunrise to study recycling program participation in various neighborhoods in Livermore, California. Armed with headlamps, clipboards and maps, we walked some 20 miles over five days and flipped about 2,000 recycling and organics cart lids.
This walkabout was part of our observational research to gain insights into residents’ recycling and composting habits, including contamination patterns (i.e., putting things in the wrong carts). The data we gathered will also measure the baseline participation rate. Repeating this measurement after an outreach campaign will allow us to compare the results and determine how successful we were as well as guide the next phase of outreach. This particular kind of measurement can be a messy job, but someone’s gotta do it.
During our lid-flipping adventures, several patterns emerged:
• Livermore loves pizza and is confused about leftovers. In Livermore, the proper process is to chuck pizza boxes and leftovers into the Organics (compost) cart. Pizza boxes are considered food-soiled paper (as are most fast food paper wrappers), and pizza crusts are considered food scraps – all of which goes into Organics. However, we found households were evenly split over whether to put the box in Recycling or Organics.
• Livermore is a thirsty bunch, and cup sorting is a challenge. What is the preferred destination for takeout cups, lids and straws? These items are made of both plastic and paper, and each needs to be handled differently. This leads to a lot of consumer confusion. We found that no matter if the cups were for cold drinks (plastic) or hot drinks, (paper) the majority ended up in the recycling cart, along with their lids and straws. But, the lids and straws actually go into the garbage, and the paper cups go in the organics. This kind of contamination adds considerable expense for waste haulers and ultimately can drive up trash rates. (Please Note: This is a general observation and not a prediction for Livermore.)
• Livermore has beautiful yards, and sorting the waste is a conundrum. Throughout the week we “ooh-ed” and “ah-ed” at the beautiful yards and landscaping in the neighborhoods we saw. However, many residents seemed to assume that anything from the yard belongs in the Organics cart. In fact, certain items like pet waste belongs in Garbage, not Organics. Putting whatever blows (or gets pooped) in people’s yards into the Organics cart causes another costly contamination headache.
We saw some clear consistencies in what was going right and wrong in the carts. Next we will tabulate our findings, design an outreach campaign to focus on the most prevalent behaviors that need to change, and afterwards, check those carts again. We look forward to helping the city and the citizens of Livermore “sort out” any issues and move forward with their waste reduction goals.