As we move full speed into 2020, I finally took a moment to reflect on the past 10 years (of my 18 years as founding partner!) here at Gigantic Idea Studio. I noticed that our portfolio of projects from the last decade reflects the evolution of recycling and pollution prevention programs locally and worldwide.
Feeding Food Scraps to Compost
In the early to mid 2010s the focus of residential outreach turned to food scraps. Many of our projects assisted local agencies with promoting participation in food scrap recycling programs—getting food and food-soiled paper into green carts so they can be composted instead of landfilled. These programs reduce waste and greenhouse gases—a win-win. Binny the Green Organics cart, a mascot we created for Livermore Recycles in 2014, has worked tirelessly to win the hearts and minds of residents to help them overcome the “ick factor” and compost their organics. We have watched Binny become a local star with many adoring fans!
The City of Palo Alto started a food scraps collection program in 2015. Gigantic helped promote this new practice through a character named Zak Zero, and by featuring local residents as peer messengers. Palo Alto now composts 2,300 tons of food scraps a year, saving 670 metric tons of GHG. And 80% of households participate, at least partially!
Sorting Out Recycling
As California ramped up recycling and composting requirements, the last few years of the decade saw the recycling world turn upside down. China’s National Sword policy impacted markets and affected recycling programs. In response, much of our recent work has included ads, bill inserts, articles, and videos to promote the message that sorting recycling properly is a serious matter—and that recyclables should be empty, clean and dry. Our most comprehensive campaign on this topic, Recycle Ready, was done for Palo Alto, and you can see it here.
In the past few years, we’ve helped StopWaste develop content to address the hot topic of food waste—a potent greenhouse gas contributor in Alameda County. Our work with StopWaste over the last decade also supported the implementation of a mandatory recycling and composting ordinance—also a trend of the last decade—as local and state agencies flexed the power of public policy to help reach waste reduction goals. As we enter 2020, we are proud to be part of the team working on food waste reduction in Santa Clara County.
Cutting Single Use Items
Another trend in waste reduction—the reduction of single-use disposables— is another pressing issue gaining traction in the media, as coverage of marine debris and coastal litter has gone mainstream. Cities in the Bay Area and beyond are responding with foodware ordinances, plastic straw bans and produce bag requirements. We’ve worked to help promote efforts to reduce use of disposable foodware with StopWaste, County of Santa Clara and most recently, supporting the new foodware ordinances in the City of Palo Alto.
Connecting Behavior Change to Clean Water
Lastly, we look back fondly on the decade that saw our relationship with Clean Water Program Alameda County grow. In the early 2010s we focused on general stormwater education as well as integrated pest management topics related to gardening. But with the explosion of awareness of the Pacific Garbage patch and wildlife harmed by marine debris, the severity of the issues facing our oceans gave birth to our beloved mascots Fred and Izzy. With three video campaigns under our belt, we look forward to creating a new video on gardening in 2020. We were happy to expand work on these topics with “YardSmart Marin,” a new organization aiming to reduce pesticide use, and with City of San Rafael to reduce illegal dumping. In 2020, we look forward to piloting a litter reduction campaign as well.
Here’s to the next decade of engaging the public in programs for a healthier world!
There has been a lot of media coverage lately about the problems and challenges of recycling, including the rejection of the tons of recyclables that we used to ship to China. Because of the news, many community members are aware that something bad is going on with recycling.
In our presentation at California Resource Recovery Association (CRRA) on August 12 in Rancho Mirage, California, I presented some notable examples of anti-contamination recycling messages by haulers, as well as our own work tackling these issues in Palo Alto and Livermore.
We based our work on actual recycling realities in each city. In Palo Alto, the contamination was focused on food and liquid in recycling. In Livermore, sorting issues (“Wishcycling”) as well as organics cart contamination were affecting the quality of the recycling stream. These findings informed our social media, newsletter content and campaign concept development.
Clearly presented information, using clear calls to action (Wipe, Pour, Scrape, etc.) and good visuals is a start to tackling the problem. Reaching residents using a multi-channel approach, and repeating the message regularly will help get the word out.
View the presentation below:
For over a decade, Gigantic Senior Associate Stefanie Pruegel wrote articles, ads and other content to promote something she always wanted to do: create a “Bay Friendly Garden.” But living in a small urban condo made that impossible. Fast forward to 2016: Stefanie bought a property with front and rear yards in need of some serious TLC, giving her the chance to live her values and use her knowledge to create something awe-inspiring.
Bay Friendly Gardens prioritize drought-tolerant and native plants, use integrated pest management (IPM) instead of pesticides and herbicides and reduce water use. Stef began right away by converting the lawn to a native plant garden, using information on sheet mulching and planting that she learned from our client, StopWaste.org. From there, she added native plants and trees, with over 100 species represented.
“Honestly, it was a lot of work, but rewarding to restore the property to add wildlife habitat. For a while, my satisfaction was all about the transformation and techniques. But now I love to just sit and enjoy the flowers and watch the butterflies, birds, bees and hummingbirds that weren’t there before.”
Stefanie also thinks it’s important to share what she has done to inspire others. Not only did a neighbor replace his lawn because he was motivated by her work, but the garden is being featured at the annual “Bringing Back the Natives” Garden tour on Sunday May 5, 2019. Stef says the best way to help people understand possibilities is to “show, don’t tell.”
In addition to the lush plantings, Stefanie installed three 1,000 gallon rainwater collection cisterns, which she hopes will keep the garden going without any additional water throughout the summer season.
I’ve got a guilty secret to share. To retreat from the past year’s stressful news cycle, I’ve been watching Christmas movies on the weekends, on a cable channel that is running them marathon-style, non-stop until Christmas. Last Sunday, while watching Return to Christmas Creek, I was heartened to see that a prominent theme was the rejection of material gift giving during the holidays. The story’s main character, a busy professional named Amelia, is told by her boss that her shopping app, designed to easily buy gifts online, is missing the true spirit of Christmas: personal connection. He rejects funding it and Amelia is devastated.
We were thinking of this very theme as we developed a video ad to promote waste-free gift giving with Santa Clara County Recycling and Waste Reduction Division. Our video also celebrates experience and connection over things. Gifts that provide experiences create memories—and while stuff ends up in the landfill, memories last a lifetime:
At the end of her journey of self-reflection, Amelia revamps her shopping app to include ways to help those in need, and because this is happening in movie-land, it is celebrated and funded and everyone gets their happy ending! (Oh, and she reunites her family and finds true love in the process of course!).
In order to help people give Zero Waste gifts of experience, we created a list of great gift ideas on SCC’s website. For a real-life version of Amelia’s app, or if you’re thinking of starting or promoting a registry, try out SoKind. The site allows anyone to collect non-material, homemade and charitable gift ideas in one place to share with friends and family.
Best wishes for a fun-filled, waste-free holiday season from the entire Gigantic team!
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.
Food waste prevention gained mainstream traction this past year, and deservedly so. Different from the effort to recycle food scraps, eliminating food waste before it happens is an issue that that most people—even those across stark ideological divides—can agree makes sense to tackle.
Approximately 25% to 40% of food grown and processed in the U.S. is wasted. That statistic alone is staggering, but considering that over 20% of all children in the county live in food-insecure households, it becomes even more astounding that this waste exists.
Fortunately, thanks to inspired individuals, nonprofits and private companies, there is new effort to combat the problem.
In the fall of 2014, our colleague Jordan Figueiredo launched the Bay Area’s first Food Waste Forum and helped sponsor a local Feeding the 5000 event in Oakland. It was at the Forum that many of us saw “Just Eat It,” a documentary made by a Canadian couple, which vividly shows just how much food is wasted by farms, supermarkets, and restaurants.
The food waste issue went viral in 2015, with Jordan Figueiredo’s @UglyFruitAndVeg, a clever social media campaign using amusing, shareable images of funny-looking produce—perfectly good to eat, yet discarded by most farms and supermarkets as unsellable. @UglyFruitAndVeg even garnered coverage on Fab Life with Tyra Banks!
But more than just an awareness effort, private companies and nonprofits are working on hands-on, innovative solutions to the food waste problem. Our client StopWaste is working with private company LeanPath to help reduce avoidable, pre-consumer food waste from commercial and institutional kitchens in Alameda County as part of the Smart Kitchen Initiative. Lean Path’s technology helps track pre-consumer food waste as it occurs, giving management and kitchen staff the information they need to make better buying and planning decisions.
The EPA had already taken note of the issue and in 2012 launched the “Food Too Good To Waste Campaign,“ which provides a ready-to-go campaign toolkit, to reach out to residents on the local level about wasted food.
This movement has even inspired start-up businesses such as Imperfect Produce and Hungry Harvest that market unsellable fruit and vegetables by providing delivery of “ugly” produce boxes, similar to CSA subscriptions. Trendy chefs in New York are creating entire menus from excess food waste at pop-ups. All, in all, 2015 has been a “tipping point” for this important issue.
We applaud everyone involved in the food waste reduction effort, and look forward to continuing our support of this important work in years to come.
Last Thursday, October 8, we opened our Gigantic doors to host a diverse group of visitors interested in learning more about us and our work as part of the NewCo Festival. NewCo engages companies with an innovative mission to share their vision and ideas with festival attendees. This year, the event expanded from San Francisco to include Oakland for the first time, and we are so proud to have been selected to participate as a host company. Host businesses include small, specialized groups like us, along with big players like Twitter, Pandora, Uber, and everything in between. NewCo is an inspiring event, and a great way to share ideas across business disciplines, as our attendees were from well-known tech companies, a university, an online retailer and more.
Surprisingly, preparing this presentation became a bit of a trip down memory lane for me. I realized the history of Gigantic’s founding and early development is intertwined with the advent of recycling, the tipping point of green as mainstream, and the rise of social science research on how to change behaviors related to environment and sustainability—and this made a cool story. It was great to meet people interested in taking the latest ideas and techniques back to their workplaces to inspire change. Here is the presentation:
The Gigantic Idea Studio team attended the San Francisco Community-Based Social Marketing training in February. No, not THAT social marketing – there was no Facebook fanning or Twitter theory involved. Social marketing in this case is the process of encouraging behavior change for social good. In our case, that means fostering eco-friendly behavior such as recycling, waste reduction, preserving water quality, and so on. While our firm also employs other methods of promoting environmental programs and behaviors, CBSM remains the most studied and proven process for facilitating behavior change. While our team members have previously studied and practiced CBSM for years, we know it never hurts to take time for a refresher course in order to deepen our understanding.
Perhaps the biggest point McKenzie-Mohr made during the training was that CBSM is a process, a full set of steps to follow to ensure you have the best chance at success. He was quick to point out that using one tactic on its own—doing a pledge or a prompt for instance—was not truly CBSM, if it wasn’t selected based on completing the steps of behavior identification, researching barriers and benefits, developing strategies and piloting.
It was an informative four days for our team at the trainings, where we worked closely in groups to practice CBSM techniques. We have always encouraged our clients to use the full CBSM process, but understand that sometimes budget and timing gets in the way. Fortunately, the training offered various options for completing the research and evaluation steps that make the CBSM process work, in ways that save money, but still allow for your strategies to be chosen based on actual information from your community.
Having completed the advanced training allows us access to McKenzie-Mohr’s CBSM presentation, and he encouraged attendees to deliver the presentation to key decision makers. Armed with the background on CBSM’s effectiveness, it is easier to convince funders, boards, managers and directors to approve outreach projects that use the full CBSM process. We would be happy to deliver this presentation to any of our clients!
According to the U.S. government’s own definition, graphic designers “create visual concepts, by hand or using computer software, to communicate ideas that inspire, inform, or captivate consumers.”
But how often do government communications actually inspire or captivate?
Our clients often say they want to “educate” or “inform” residents about their program. But in behavior change, we know that merely providing information does not guarantee action. We know we need to inspire and persuade — not just inform — and design plays a big role in meeting this challenge.
That said, we acknowledge there’s a time and place for just providing information, such as rate increases or service changes. In these cases, direct mail of a simple letter in an official envelope is the best way to cut through the clutter.
But when it comes to increasing participation in programs — from recycling and composting to planting trees — government should give creativity free rein. Here government agencies need to establish an emotional connection with the audience to overcome old habits, win over hearts and minds, and inspire change.
But wait, you say, “we need to look like we’re being responsible with taxpayer [or ratepayer] money, so we can’t do anything flashy or frivolous.” At Gigantic, we firmly believe there is a creative solution that is both engaging and appropriate, for every type of environmental campaign funded by public agencies. In fact, we’d argue that you could be wasting taxpayer money by not making it captivating. If no one notices your outreach, there’s no point in doing it.
And, we’d argue that a human-centered, thought provoking and positive concept — presented through a clutter-free design with professional imagery — has the best chance of attracting fans to your programs.
Here’s an example of one of our latest projects, for a government workplace recycling program. The project included both instructional and inspirational pieces, which were displayed separately to increase their impact. Here is one of the inspirational pieces.
Here’s another example, done for the Pentagon, which uses an emotional connection tailored specifically to the men and women charged with the security of the nation:
And this campaign, done by another advertising firm for StopWaste, a public agency, is a great example of using humor to engage viewers:
Wouldn’t you say these examples above have a better chance of increasing participation than a sign, like the one below, that merely tells us what to do without explaining why?
We know it’s not always easy to be captivating, but given the myriad messages that people are bombarded with every day, it’s more important than ever for government communications about environmental programs to offer more than just instruction. Government communications should include vibrant, contemporary images and catchy concepts to increase the receptivity of the message and therefore, the effectiveness of the outreach.