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.
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:
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.
This post is the second 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.”
Which is more powerful: presenting environmental facts and a call to action in a bullet-point list, or embedding them in a narrative? As you may have guessed, the latter! Stories help us understand cause and effect and how things fit together. They also let us access emotions, making the message more memorable.
Storytelling has been part of the human experience for a very long time—just think of the narratives depicted in prehistoric cave paintings. The human brain has evolved to work in narrative structures; it’s how we make sense of the world.
To understand what makes storytelling so effective, let’s look at what happens in the brain. When we absorb facts, the brain gets activated in the areas responsible for language recognition and decoding words into meaning. However, when we listen to a narrative, additional areas in the brain show activity: those responsible for directing physical motion and tracking sensations. For example, when we hear metaphors like “he had leathery hands,” the brain’s sensory cortex — which perceives texture through touch — is stimulated. And the more parts of our brains are engaged, the better our attention and recall.
How can we use these insights in environmental outreach work? There are many ways to weave in narratives. For example, use positive stories about real people to promote a behavior. It may take a bit of research to find the right “hero” for your story, but you can’t beat the persuasive value (and norming effect!) of a local couple sharing their enthusiasm about, say, cooking with leftovers, along with tips in their own words and a photo showing them having fun in the kitchen while reducing waste.
If you’re dealing with frequent barriers to practices you’re trying to promote, try a “success story” of somebody who has overcome these challenges. Their authentic voice and the emotional connection their story can make with your audience will be more effective than any list of facts.
Haulers, waste agencies and environmental outreach professionals have been working for decades to improve the U.S. recycling rate, yet overall the country’s recycling rate is around 34 percent – so there is much room for improvement.
Part of the challenge that we see is putting the emphasis on operational facts before attracting people with an emotional appeal. Search for “recycling” in YouTube and you get almost 900,000 results. Most of the top hits focus on how to recycle. Some examine if it works, or problems with recycling. But very few focus on why people should recycle, which is a very important factor in encouraging behavior change. In fact, the video results indicate how we take recycling for granted, assuming everyone is already on board and participating. The truth is, even with established behavioral practices, it helps to periodically boost morale with a new appeal that is fun, moving, or otherwise stirs our feelings.
There’s a kind of taxonomy that emerges if you look at enough videos that encourage recycling. Here are some categories with examples of different approaches, mostly light-hearted, that aim to increase recycling and composting activities:
“Here’s What to Do”
This is a classic “what goes where” video from Livonia, Michigan. The viewer is given no context, no appeal to emotion, just “this is what to do.” (And it’s not so simple, either!). While the information is important, the delivery could be more compelling:
Hot Tunes and Celebrity Sightings
This 1991 classic from an earlier time of recycling outreach has action-packed celebrity sightings and groovy music in an attempt to make recycling cool. The video played on MTV and in move houses and was part of an integrated campaign by the Take it Back Foundation that included classroom curricula and the development of a resolution introduced to the House and Senate to declare April 15 “National Recycling Day.” It’s a great example of use of using a catchy campaign to increase awareness. (Bonus – how many of the celebs can you name?)
This Cal Recycle video combines humor and a self-deprecating celebrity “endorsement” from Ed Begley Jr., as the public is shown that you don’t have to be a star to make a difference.
Some campaigns take the point of view of the stuff being recycled rather than the recycler, as in this video from Keep America Beautiful. It was created following research that showed that only 10 percent of Americans have a recycling bin in their bathroom:
Personifying the Bin
If creating empathy for trash doesn’t help, how about empathy for the recycling and compost bins? Here’s one example from the UK, aimed at making folks more mindful of those useful outdoor bins:
At Gigantic, we thought that creating an organics cart mascot would raise awareness, and use of the green cart when we created this video for the City of Livermore:
We’ll be looking at the use of memorable messaging to increase recycling and composting participation during our session “Not Just the Facts, Ma’am: Getting the Message to Matter” at the CRRA conference this August. We hope to see you there!
Every so often we run into people doing important environmental work who deserve some recognition. This inspired us to launch a Gigantic blog series highlighting local citizens making a difference. Here, Gigantic’s Stefanie Pruegel speaks with Jamie Facciola, a Bay Area native with background in corporate sustainability consulting and verification of greenhouse gas emissions.
On May 17, Uptown Body & Fender in Oakland hosted the Repair Fair, an event single-handedly organized by volunteer Jamie Facciola, Community Engagement Planner with the Sustainable Business Alliance. For three hours, about a dozen Oakland businesses took turns demonstrating repairs on everything from shoes, amps and furniture to jewelry and vacuum cleaners. Meanwhile, on the far end of the spacious venue, a handful of volunteer “fixers” guided visitors in the disassembly and—in many cases—successful repair of broken stuff they had brought, including toasters, radios, hair dryers and even a doll.
Jamie had spent months pulling it all together. Her motivation? “After years of helping nudge big companies towards more ‘sustainable’ choices, I wanted to get involved in something tangible, something that has impact in my neighborhood.” Repair appeals to her because “it is an industry where growth doesn’t also mean growing resource depletion and waste, but actually means doing more good for the environment.”
The point of the event was to promote local repair businesses, an industry that seems to be in danger of going extinct. Not that stuff breaks less—quite the opposite—but even items covered under warranty are no longer repaired because “it is the least incentivized option; typically a company will just send you a new one.”
The decline of repair seems ironic in a culture where the Maker Movement is thriving and DIY is hip, at least in the Bay Area. But there’s a difference. The appeal of the hugely popular Maker Faire, for example, is all about empowerment and creative self-expression in a world of cookie-cutter products. Repurposing definitely has its place there, but good old repair? Jamie speculates that maybe it’s just not sexy enough.
One of her biggest worries is that pretty soon repair services will only be available at Fixit Clinics where no money changes hands. “Don’t get me wrong—these pop-up events where volunteers gather to fix things for free are hugely popular and address a real need,” she asserts. “But I do wonder about the impact on the local economy.” At the event, she made a point of checking first if a visitor’s broken item could be handled by one of the repair businesses on hand before sending the owner over to the “fixer” corner.
The event feedback from shops and attendees was overwhelmingly positive. Did they score new customers? Definitely, but more importantly, they met each other and networked, even referring visitors where their services weren’t quite the right match “Maybe they need to come together as a group, and market themselves as an industry,” muses Jamie. She is starting work on a business plan for a “Repair Salon”—a physical space shared by businesses offering one-stop shopping for repairs. “Oakland could be the perfect place for that.”
A stunning art installation featuring the plight of political prisoners around the world got me thinking about, yes, recycling campaigns. In addition to being a moving experience, the @Large exhibit by Chinese artist Ai Wei Wei , on now at Alcatraz Island, nicely illustrates the stages we consider when designing a campaign for environmental behavior change. The exhibit takes the viewer along a path, with different appeals and presentations at each step.
People need to come to behavior change through a process, most clearly described by Everett Rogers back in the 1960s in his book, Diffusion of Innovations. His Innovation Adoption Stages model looks like this:
Intentionally or not, the Ai Wei Wei installation follows the stages, leading the visitor from awareness of the issues, through “persuasion” via a multi-sensory deepening of the experience, and finally, offers a concrete action that the viewer can take.
The @Large installation begins at the New Industries Building. It takes several forms, but the initial contact focuses on making the viewer aware of the variety and extent of political imprisonment around the world. The floor of an enormous room is covered with portraits of political prisoners, made from LEGO bricks. At this point, the artist has not assumed that the viewer is ready to do something, but rather provides beautifully crafted “information” in the form of portraits of human faces arrayed across a huge space to raise awareness of the scope of the issue. Books detailing the stories of each of the prisoners are present, but the viewer is not in any way forced to learn more facts and figures. The act of walking the length of the huge room with the 176 portraits “sets the problem” in the mind and heart of the visitor.
The @Large exhibit continues to the cell block building, where the viewer starts to live into the experience of prisoners – visitors are invited to enter each of 12 small, unadorned and definitely not prettified cells. There is nothing to look at, but each cell has a different recording playing, usually of the music or speech of one of the prisoners. By involving the sense of hearing and the physical experience of walking into the tiny, dingy cells, the viewer becomes more fully involved and engaged.
After several more stops, at the end of the exhibition visitors are given the opportunity to write postcards addressed to individual prisoners whose portraits they saw earlier. The sponsoring Foundation notes: “The postcards are adorned with images of birds and plants from the nations where the prisoners are held. Cards are gathered and mailed by @Large Art Guides.”
The viewer has been led through awareness of the issue to persuasion about the problem’s scope and importance, though information and appeals to the emotions. Only at the end is the viewer invited to make a decision to act, by writing a personal communication to one of the prisoners introduced during the first stop of the exhibition. The viewer is not urged to act before s/he has had a chance to fully digest and explore the need to communicate. And by communicating, not to a general, amorphous authority, but to a single individual, the final action becomes that much more memorable.
Not all of our behavior change campaigns can be as beautiful and meaningful as Ai Wei Wei’s @Large, but there is much to admire in the intentional layout of the exhibit that aims to touch, inspire and ultimately, change the viewer. The exhibit ends this month…go see it if you can!
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!