Gigantic Idea Studio is proud to introduce our newest Associate, Peter Mach. Originally from Pennsylvania, Peter lived in the Bay Area for four years. Prior to joining the Gigantic team, Peter worked for Code REDD, an environmental nonprofit based in Mill Valley, focused on preserving forests, protect wildlife, empowering people and reducing emissions. As Assistant Director, Peter led the organization’s flagship program, Stand For Trees, an innovative grassroots campaign that empowers individuals to take action against forest loss, the number one cause of species extinction and a contributor to climate change.
Before moving to the Bay Area, Peter lived in Washington, DC, and worked at the Environmental Investigation Agency (EIA) on forestry policy and legality issues. EIA is a pioneer in undercover investigations to expose environmental crime around the world. Peter contributed to these efforts and promoted the Forest Legality Initiative, a multi-stakeholder initiative working to reduce illegal logging by increasing awareness and supporting legally sourced timber and forest products. This work took Peter to five continents in just two years.
Peter holds a dual graduate degree from Colorado State University, where he studied how industry, non-profits and government agencies can collaborate to find solutions to environmental challenges. As part of his thesis, he examined responsible fishing policies in Chiapas, Mexico. He also served as a Peace Corps volunteer in the Dominican Republic and domestically as an AmeriCorps Team Leader in Alaska.
Peter first became passionate about the natural world growing up in central Pennsylvania, where he earned his B.A. in Media Studies from Pennsylvania State University. Building on all his experiences and learnings to date, Peter is interested in—and good at—finding solutions at the nexus of conservation and livelihoods, in particular around the complexities of climate change. He looks forward to bringing his skills to the Gigantic team. Outside of his time at Gigantic, Peter can be found riding his bicycle in the Marin Headlands, on his kayak or otherwise enjoying life in the Bay Area.
I just completed my second Plastic-Free July! This is a worldwide event that draws attention to the enormous, and enormously damaging, place that single-use plastic holds in our daily life.
While a single person’s actions may not seem to make much impact on the 8,000,000 tons of plastic that enter the ocean each year, we’ve got to start somewhere! And, it is possible to draw some lessons from the month-long discipline to help us think about behavior change.
Don’t Let Perfect Be the Enemy of Good
As with any behavior change, it’s important not to punish yourself – or your target audience – if /when you fall off the wagon. I searched and searched for a non-plastic toothpaste tube, to no avail. I finally found a glass jar of toothpaste in a homeopathic shop. Yes, it had a plastic lid, but I decided the compromise was acceptable. And I got used to the taste!
In our campaigns, we avoid showing super heroes – because the behavior change we are after doesn’t require super powers to do the right thing. “Regular” people can make a big difference. We steer clear of messages like “Can you get all your waste for the year into a peanut butter jar? No? What’s wrong with you?” Instead, we try to make the desired behavior attractive and achievable.
Boundaries Bring Freedom
Supermarket shopping gets a whole lot faster when single-use plastics are off limits. Entire aisles of cookies, chips and crackers are forbidden to the plastic avoider. How relaxing! I can avoid temptation and adhere to good plastic-free consumption and nutrition habits at the same time.
Freedom is an important value in the American psyche, and is one that environmental campaigns may be able to take more advantage of. Taking a restriction (reducing use of plastic or pesticide or water, for example) and reframing it as freedom can be an effective behavior change message.
Think Before You…Do, Buy, Cook, Toss!
One of the most important benefits of going plastic-free is a growing awareness of how often we cruise through life on auto-pilot. Going plastic-free means remembering every time to say, “No straw, please,” “Please use my reusable cup,” or “Can I get that wrapped in paper, not plastic?”
In behavior change campaigns, we look for ways to ingrain a new behavior, to create a body memory out of increased mindfulness. Several of our campaigns here at Gigantic now emphasize the the intelligence of our community members. “You’re smart about other things in your life, why not be smart about recycling?”
While I have not been able to stay completely plastic free, the search for alternatives to plastic is starting to become a comfortable behavior, and is making me more aware of things I take for granted. Carrying my work into my life, and vice versa, is very rewarding.
Sunnyvale’s “FoodCycle” program is unique in the Bay Area. It truly “recycles” food into a new product—animal feed! The food scraps are collected using a split garbage/food scrap cart, and sent to a facility for processing. Using the garbage cart is a clear departure from nearby cities that collect food scraps in the yard trimmings cart to create compost. To address the many public concerns with this major change, the City needed clear and engaging marketing tools – including a video:
The Gigantic team structured the video around a behavioral process: How do people deal with food scraps? When do they make them? The information is broken down into clear steps:
1) Preparing the collection pail with accepted liners,
2) Showing when and how food waste is created,
3) Detailing what kinds of food scraps are accepted and
4) How to dispose of the kitchen waste in the new curbside cart.
This approach differs from other food scrap outreach that emphasizes what kinds of food are accepted. Instead, the model “FoodCycles” in situations when food waste is generated: cooking/prepping food, cleaning up after meals, and cleaning old leftovers out of the fridge.
We’re proud to say that the video won the Epic Award of Distinction in its category at the California Association of Public Information Officials (CAPIO) annual awards competition in April 2018.
Often in the course of our work we are lucky enough to run into local residents who embody the environmental attitudes that we cherish. Often those people are exemplary in other ways, as well. The Gigantic team met Gail Lillian on a photo shoot for recycling and composting in the food service industry. Her business—Liba Falafel in Uptown Oakland—was the perfect backdrop. Not only is her shop bright and beautifully decorated, it also models a lot of the best practices we wanted to show: reusable cups and silverware for “eat in” customers, color-coded bins in the kitchen and even custom-made signage with actual materials displayed above the restaurant’s self-bussing station.
What motivates her to be so mindful about waste? Gail doesn’t think it’s a big deal. “I just like things in their proper place. Isn’t what I do pretty standard nowadays? Also, restaurants have so much more compostable
waste than other industries—we should be models on how to separate it.”
When she sees the need, Gail also advocates for the community outside of work, be it as a certified mediator, or in her role on the City of Oakland’s task force for commercially sexually exploited children. Does it help to be a restaurateur? Gail thinks yes: “In my experience, chefs are seen as semi-celebrities. Sometimes that helps your voice get listened to, and we should use our voices for things we believe in.”
Thanks, Gail, for making Oakland such an inspiring place to be!