Sez Who? Picking the Right Messenger for Environmental Outreach

Nancy Roberts

As we work on environmental behavior change campaigns, we spend a lot of time crafting the perfect look and wording – to get the message right. Choosing the right messenger for that message is essential for its success. The Gigantic team’s presentation at the 2017 California Resource Recovery Association Conference covered several aspects of thinking about the best messenger.

Sometimes a public agency’s message can be strengthened and find traction when delivered in a different voice. The messenger’s “personality” can take several forms and can be delivered live, in print and digitally:

Mascots

Mascots have the power to attract and engage people and make them care about issues such as recycling, waste or water quality. Creating and implementing a mascot messenger takes planning, patience and creativity. We presented examples of recent environmental mascots and talked about the process for creating, naming, scripting and distributing a mascot.

Peers

A message is easier to accept if the viewer identifies with the person delivering the message. Our presentation touched on how to evoke thoughts like “Well, if she can do it, so can I” or “I want to be more like that person” in an environmental campaign, by recruiting community members to deliver the message.

Social Media

It’s easy to treat social media like another advertising channel for promoting your organization’s events and campaigns. But social media can be so much more than a digital bulletin board. We looked at ways to establish a personality on social media that doesn’t just tell folks what to do, but that interacts, observes, and participates in the broader online community. One excellent example is Baltimore’s Mr. Trash Wheel, who demonstrates best practices for tone and engagement.

Here is the CRRA presentation covering the above topics. Please let us know if you have questions or would like to talk about how the right messenger can work for you.

 

Observations from a Plastic-Free July

Nancy Roberts
Expressing gratitude for change is important.

At Gigantic, we work hard to “get inside the heads” of the audiences we try to reach. How difficult is it to get someone to change behavior, even to be aware of that behavior? I experimented on myself last month, when I joined the #PlasticFreeJuly movement, and tried to avoid buying or accepting anything made of plastic for 31 days.

The first thing I noticed was anxiety, and a tendency to over-compensate. Should I stock up on plastic on June 30 so I could get through the month comfortably? What would I have to give up? Just how uncomfortable is this change going to be?

How can a behavior change specialist address her own fears of change and scarcity?

The Thrill of Failure

My first day was a failure, but also a tremendous success. I went out to lunch and ordered a cocktail (it’s OK, it was a Saturday!) The drink came with a straw – I had forgotten to ask for no straw. Disaster in the first few hours of the experiment! I posted about my personal failure to Facebook and Twitter, tagging the restaurant. I was amazed to see several supportive comments, even from “non-green” people with whom I had not interacted in years, saying they, too, were sick of plastic and that I should keep trying. Then, lo and behold, the restaurant responded to me via Facebook, saying that they, too, loved this particular cocktail and from now on would serve it without a straw. Victory! I took away from this experience that it can be more effective to post about one’s own weakness, to acknowledge error, rather than trying to be a brave and mighty eco-hero.

Challenges kept on coming throughout the month. In some cases there were joyous substitutions – I discovered that bread sliced at the bakery and wrapped in paper did just fine in the freezer, so breakfast was set.

Plastic = Convenience

As the month wore on, I realized that plastic equals convenience, and that I had to re-align my idea of what was convenient. Yes, it takes longer to bring your own containers and use the bulk bins of the market. It takes more effort to go to the cheese shop where the owner was happy to wrap my slices in paper – not an option at the supermarket. On the flip side, I had wonderful conversations with folks behind the counter; some were bemused by my requests, some were delighted. But this was an opportunity to connect with people in my neighborhood whom I had, frankly, barely noticed before. How to translate this greater feeling of community to our work?

When To Give Up

In some cases, going plastic-free meant going without. Tortillas and potato chips, indeed all salty junk food, were not an option, unless ordered in a restaurant. I had to cheat in a couple of instances, choosing less plastic over no plastic for things like toothpaste and olive oil. Luckily I don’t take a lot of medicines, but when I ran out of Vitamin D…I caved and bought more in a plastic bottle. I noticed the feeling of guilt and this time I did not share my “failure.”

It’s August now, and I have relented a bit, but the plastic-free exercise has stuck with me. The main thing I took away from July was a heightened awareness of plastic’s never ending presence in our lives. Entire aisles of the supermarket were off limits – which after a while felt quite restful. Connecting this ubiquity with the fact that of the 8.3 billion metric tons of plastic ever made, 6.3 billion metric tons have become plastic waste, with no end in sight. After this experiment, I am reminded as we plan campaigns that in many cases we are asking people to change, to give up something, to be inconvenienced. These are big asks. While these changes seem essential and even joyful to those of us in the environmental field, I believe it is essential to integrate humility and understanding into our campaigns, so that people feel understood and supported as we travel together on this journey to more sustainable living.

Top Tips for an Effective Recycling Poster

Nancy Roberts

recycling poster sampleEffective environmental behavior change—like any behavior change—relies on meeting people where they are. This can mean communicating at the point of action, right where and when the behavior is happening. For instance, a recycling flyer sent to a resident’s home is a fine first touch to raise awareness, but placing recycling information directly on the bins or in the area where trash is being disposed of is an important prompt that is likely to get the best results.

What is the most effective way to display recycling/composting information? While each case is different, there are some general rules that will help increase recycling/composting while reducing contamination:

Use consistent language.

Do you say Carts or Bins? Compost or Organics? Make sure the terms you’ve chosen are used consistently in all your print pieces, including posters and bin labels, and also match the content on your website.

Use pictures and words.

Different people learn and remember differently – some people recall words, others, images. Using both will increase your chances of being clear and memorable. Remember that posters are typically viewed from a some distance away, so make sure images and text are sized large enough.

Be selective.

You probably don’t want to list EVERY single item that can go into the recycling or compost. Choose most common items or those often placed incorrectly. The selection of items also depends on where the poster will be used—items recycled in an office are likely different from those recycled in a restaurant kitchen.

Keep it neat.

A clean and simple layout is most likely to keep the focus on proper sorting. If a poster has too much information it may be perceived as too much effort to understand and get ignored. If you’d like to point to details, include your website URL prominently.

Stay up to date!

Did bin colors change with the new hauler contract, or are you now accepting some items for recycling that you weren’t before? Make sure your print and online collateral match your current program.

For further tips on displaying recycling information, see

5 Tips to Turn Your Environmental Outreach from “Meh” to “Magnificent”

 

Gigantic Idea Studio Hosts NewCo Oakland Session

Lisa Duba

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:

Touched by the Cart: Five Recycling Videos with Emotional Appeal

Nancy Roberts
Stevie Wonder sings in a recycling video from the early 1990s
Stevie Wonder sings in a 1991 recycling PSA.


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.

Personifying Trash

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!

Bite-Sized Outreach: A Single-Material Campaign Focuses on Food Waste

admin

A typical set of curbside recycling instructions can leave residents confused. At this year’s California Resource Recovery Association/SWANA conference in San Jose, Gigantic Idea Studio presented an alternative approach: make it bite-sized.

To kick off our session on behavior change outreach and food waste diversion, Wendy Wondersort (aka our own Stefanie Pruegel) hosted the Sorting Game, with NorCal competing against SoCal to win the coveted Golden Pizza Slice. One team was given a long, complicated list of recycling instructions. The other received more straightforward directions. Can you guess who won?

The golden pizza slice winner
And the winner of the coveted Golden Pizza Slice is…Deb Phillips of the San Joaquin Regional Conservation Corps!

The Sorting Game helped us demonstrate how too many messages can lead to poor recycling outcomes. To show a real-world example, we presented the concept and results of a single material outreach campaign conducted with our partners at the City of Livermore earlier this year. This “bite sized” campaign focused on one material – pizza boxes – and used multiple tactics to reach residents. The simple instruction: pizza boxes go in the green cart.

To make our outreach message memorable, we created a “story line,” where Binny, the hungry green Organics cart, visits with a Livermore family as a dinner guest and craves the delicious pizza box once the family is finished eating.

The slideshow below goes into detail on the strategy and tactics of this multi-touch campaign, including partnerships with businesses and community organizations, creation of a 30-second video and accompanying contest, and a combination of online and offline tactics to ensure that residents got the message.

Early results show an increase in the number of pizza boxes correctly sorted and a greater confidence in proper disposal amongst residents surveyed. The City of Livermore has been a great partner, and we look forward to piloting more single-material campaigns in the future and continuing to share outcomes.

Questions?

There were many great questions at the end of our presentation at CRRA, and we wanted to share answers to a few of them:

What were ancillary benefits of the campaign?slide sample: multi-touch campaign

While focusing on one material, we were able to build a character and storyline around it that we can now leverage for other single-material campaigns. In addition to seeing some positive operational results, the campaign’s contest offered the opportunity to opt into receiving Livermore Recycles e-news updates; two-thirds of all contest entrants opted in to receive these news updates.

Is brand consistency between campaign and program recommended?

In general, it is a good idea to have a consistent look and feel for campaigns launched by an agency, and that was our strategy for this campaign. There may be instances when a more neutral or different campaign branding might be appropriate, if appealing to a segment like young people or those who might be distrustful or fearful of government agencies.

Could this type of campaign/strategy be scaled up to a regional or statewide level? 

A bite-sized approach can be scaled up or down, depending on the target audiences. However, a regional or statewide campaign may need to consider leveraging additional or different tactics from a local campaign.

Do you think this type of campaign could be applied to business outreach? 

Absolutely!

Resources

Here are some resources we recommend for further reading on behavior change theory:

Diffusion of Innovations, Everett M. Rogers

Fostering Sustainable Behavior, Doug McKenzie-Mohr

The Tipping Point, Malcolm Gladwell

Nudge, Richard Thaler and Cass Sunstein

Influence, Robert Cialdini

Fleurette Sevin: A Reuse Artist to Watch

Kas Neteler

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.

DSC_2880_WebSM

Fleurette Sevin
Recycled Glass Artist
Walnut Creek

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.

Want to know more about Fleurette? Find her here:
http://www.flower7.com/
https://www.facebook.com/Flower7Art
https://www.etsy.com/shop/Flower7

Our April Fool’s Quiz Answered

Nancy Roberts

Our April Fool’s quiz asked readers to say which of four possible waste reduction innovations was true:

4 waste reduction scenarios
A, B, C or D?

A. Self composting organics carts in Abu Dhabi,

B. Pneumatic tube waste system in Germany,

C. Recycling drones program in San Jose, or

D. Cat hair balls in the organics stream in Portland.

The right answer is B!  There is, as some of our commenters pointed out, a long history of using pneumatic tube systems to collect trash. The practice began in Sweden, and has been used since in several towns in Europe, at least one Olympic Village, and even at Disney World. Our own Stefanie Pruegel let us know that the system installed in Munich for the 1972 Olympic Games is still in use, now serving the 3,500 condos created from the Village once the games were over. She knows this because her mother lives in one of the buildings.

We were delighted by the erudite and thoughtful responses of so many of the commenters. Of the 16 “votes” received, six picked B, followed by three each for A and C, two for D (ah, those cat lovers!), and one for None of the Above. Thanks for taking up the challenge and responding with such care.

One thing the blog and your responses made clear: When it comes to waste reduction (by which we mean all of the 4RS— not just “reduce”/prevention), there are many right answers…and some have not yet been discovered. No fooling!

(In case you were wondering: the April Fool’s blog author, Avril Poisson, is not a new Gigantic staff member; it’s just a play on words from the French version of April Fool’s, Poisson d’Avril.)

 

Cat Memes, Recycling, and Lessons Learned: Our New Year’s Poll Results

Nancy Roberts

At Gigantic, we always try to be creative and light-hearted, so when it came time to send a New Year’s greeting to our email list, we decided to try something a bit different: a greeting with a link to a five-second poll, asking folks to vote on which of the two images (below) they would most likely click:

composting fruitcakeOur greeting was sent to Gigantic’s email list and posted via Facebook and Twitter. We were delighted by the response: a 46% open rate on the email, a whopping 64% click-through rate, 101 poll votes and over a dozen comments on the blog. We know via Analytics that most of the visitors on January 6 (the day we published the poll) were new to our website, and that on average, folks stayed on our site nearly one minute — not bad for a 5-second poll!

Our original intent was to draw attention to the popularity of cat memes  and to suggest that pop culture knows a thing or two about spreading ideas. Well, you surprised us. The winner is … Option A! Receiving 58 percent of the votes, this more serious image showed a stale fruitcake going into a typical organics pail for composting. The adorable kitty, juggling the fruitcake before tossing it in the bin, garnered only 42 percent. This startled us on several counts (we thought the kitty was cute and was the obvious choice for attracting more eyeballs), and as we analyzed the results, we drew several lessons:

Clarity matters. Several comments argued that more specificity was needed in the kitten image, noting that it wasn’t clear that the fruitcake was destined for the bin in Option B. Our text asked two questions: “Which image are you more likely to click?” and then “Which image do you find more memorable and effective for getting out the food scrap recycling message?” In hindsight, we realize that combining “memorable” and “effective” confused the issue. Our intention was to illustrate the importance of getting attention before providing information; our wording needed work. Which leads us to:

Testing matters. Had this been a “real” campaign, we would have spent a lot more time designing our objectives and creating alternative messaging. Ideally we would have run a pilot, testing images, messages and the manner of distribution to match the kind of data we wanted to elicit.

Engagement matters. Before we can deliver any message, we have to cut through the “noise” and get attention. The volume of response, via email opens, click-throughs, and blog comments, far outran previous e-blasts to our clients. Frankly, this was one of our goals: to test how and if we could stand out amid the dozens of emailed New Year’s greetings. We focused on a short, punchy subject line that emphasized a time-limited response and a request for assistance (“help our research by taking this 5-second survey”). This probably aided our open and click-through rates.

Once we drew visitors to the blog post, we included the kitten picture as a way of drawing the eye, because we know the best messaging in the world won’t get through if we can’t attract attention. While the image in Option A may have been more clear, we note that much of the reaction centered around the kitten. Does this mean we’re suggesting that everyone should use kittens in their recycling campaigns from now on? Not at all. But paying attention to what’s “hot” in pop culture could yield some great outreach ideas that might lead to an increased waste diversion rate (or whatever your particular goal is).

As with all campaigns, we resolve to take this learning and build upon it for future efforts. Thanks to all who voted, and may your 2014 be filled with fun and effective green behavior change campaigns, with or without kittens!

Selected comments:

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