“When in doubt, take it out” is a rule I apply as often as possible when editing my own writing and that of others. By removing words or seeking simpler vocabulary or constructions, writing often becomes more clear, comprehensible and even beautiful.
A new book by Leidy Klotz, professor at the University of Virginia, takes the idea of ‘taking away’ to a whole new level. Subtract: The Untapped Science of Less posits that humans are programmed to solve problems by adding stuff – elements, ideas or things – whereas subtracting them often clarifies and eases a problem. One of the book’s first examples is the removal of the Embarcadero Freeway in San Francisco. The project was opposed by a majority of citizens and politicians on a number of operational and economic grounds. Yet once the freeway, damaged in the Loma Prieta quake, was removed, the benefits became obvious – and huge. Klotz notes “The decade after removal saw a 50 percent increase in housing and a 15 percent increase in jobs around the waterfront. (p. 3) A beautiful space was created, businesses thrived, people flocked and … traffic became less snarled.
Are there environmental problems that can be addressed by removing rather than adding? Klotz addresses this possibility and gives some examples. He suggests applying subtraction to the 3Rs: “When the current situation exceeds planetary boundaries, we need to subtract first. Remove must become the first R.” (p.210)
Klotz’s research is introduced in the video below. While subtraction is not the answer to every problem, it’s another tool we can use when approaching environmental outreach…and everyday life.
Members of the Gigantic team have been observing Plastic-Free July for some years now (see past blogs). Besides being the right thing to do, it lets us understand how it feels to set and strive for challenging environmental behavior goals. This year, going plastic-free has been harder than ever, as COVID-19 concerns have made plastic more common, even in places like the farmers’ market, where it was rare before.
Team member Dennis Uyat decided to keep a record of the plastic he could not avoid during July, despite his best efforts, and reflect on how it could be avoided.
To get a handle on this pile, Dennis sorted the waste into categories. Note the new arrivals this year: PPE masks and gloves, which are a huge, problematic addition to the waste stream.
Next, Dennis came up with a strategy for avoiding these items in the future. While “reduce use” is a common call-to-action, we also like the gentler, more encouraging “do your best.” No one likes to feel like a failure at waste reduction or anything else!
Plastic is a problematic material. Lightweight, flexible and adaptable, it is also, more importantly, a pervasive, harmful pollutant that has reached all corners of the planet and into our bodies. Efforts like Plastic-Free July can help raise awareness of the ever-present plastic in our lives and help us be more mindful about avoiding it as much as possible.
In early March, when the coronavirus still seemed like an obscure disease, the Gigantic team was in full swing, preparing for Earth Month. For Clean Water Program Alameda County, we had created outreach event kits and were about to promote countless litter cleanups. For Santa Clara County, we had partnered with dozens of coffee shops to launch a “bring your own cup” campaign. My own calendar was full of gatherings, including the big climate march in honor of Earth Day’s 50th anniversary. Then stay-at-home orders hit the Bay Area, and everything involving a group of people in person was canceled. How could Earth Day turn 50 without a celebration?!
After the first shock, many Earth Day organizers started to take activities online. After all, if everything from staff meetings to Quarantini Happy Hours can happen remotely, why not Earth Day too? In the beginning I was skeptical, wondering if honoring this important date in physical isolation could instill the same sense of community as a march for the Earth or a creek restoration event with likeminded people. But as our team kicked into action to reimagine campaigns and retool outreach materials, like we did for Clean Water Program, I started to see countless new opportunities to build awareness
and change behavior. “Earth Day at Home” can open our eyes to many powerful actions that we’d usually be too distracted and busy to take. This may be the time to do a 10-minute fridge reality check and learn new habits to prevent food waste. Try one of many delicious plant-based dishes, good for our own heath and that of the planet. Stroll around the backyard and discover how even a modest patch of native plants can support a little universe of insect diversity. The team of Oakland’s Earth Day 2020 has compiled many more such actions—in fact, over 50!
Looking beyond our homes, I’m heartened to see so many creative approaches aimed at bringing people together while keeping everyone safe. The Smithsonian’s virtual Earth Optimism 2020 Summit offers four full days of webinar workshops, films and conservation success stories from around the world. An online event by the Climate Music project and National Academy of Science explores the intersection of music, climate science, and community action. The California Coastal Commission is sharing highlights of their work (and awe-inspiring photos) from wetlands to coastal wildlife all #EarthMonth long. The list of events goes on, with many compiled on a searchable global map by the Earth Day Network.
As I now ponder Earth Day’s 50th anniversary, I feel hopeful about the event’s power to bring the environment back into focus, connect people who care about the Earth on a larger scale, and maybe ring in a new era of activism once restrictions lift again. To all our clients, allies and fellow environmentalists, Happy Earth Day!
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!
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’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.
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!
Here at Gigantic we often advocate to make public commitments or pledges a part of an environmental behavior change campaign. New Year’s resolutions are a great example of behavior change efforts (even though 80% of them are discarded by February!) The most effective resolutions are made publicly, have specific goals, and are realistic and simple. Going public means you are more likely to keep your resolutions, so, with that in mind, here are some of the Gigantic team’s 2018 resolutions:
Lisa will be trying a new approach to reducing the large amounts of food waste related to raising her 11-year old son, Jackson. On most days of the current school year, he returned home with an entire lunch uneaten. Applying barriers and benefits research, she talked to Jackson about why it was happening. Barriers included forgetting—he was playing with friends instead of eating—and not finding the food appetizing after it sat in his lunchbox for 3 hours. “Like all moms I worry if my child is eating enough. But the waste is troubling me. In 2018 I’m going to let Jackson choose to purchase the school lunch if he is hungry. We gave him a watch with an alarm to remind him to eat. And to address my worry, I’ll send along a non-perishable snack in case of emergency.” A pilot test run demonstrated that Jackson chose the school lunch every day, so the new year is already looking food-waste free!
Kas is back in the saddle this year – bike saddle that is. She starts training in January for the AIDS/LifeCycle; she will ride her bike from San Francisco to Los Angeles during the first week of June. Kas often spots litter and illegal dumping on her Bay Area training rides. Sometimes cyclists themselves are the cause of litter with items that fall out of their overstuffed jersey pockets or, worst of all, those cyclists who purposely discard wrappers along the way. Kas pledges to pick up what trash she can and/or report illegal dumping through the See Click Fix app on her phone… and if by chance she can catch up to someone who has littered, she will take a moment to “educate” them on the finer points of leaving nature better than when they found it.
Stef continues her efforts to create a backyard wildlife refuge, in spite of some setbacks in 2017, including relentless weeds and an infestation by some very hungry, non-native caterpillars that killed all 18 bush lupines. “After countless hours of weeding and hand cramps from spraying infested plants with soapy water, the promise of a quick fix with pesticides looked pretty darn tempting,” she admits. But fearing the pain of cognitive dissonance if she were to use chemicals in her all-eco yard, Stef pledged to apply more elbow grease instead. She’ll put down her third layer of sheet-mulching and is set to crowd out weeds with low-water, bee-feeding, bird-harboring California natives early this spring.
Nancy is keeping the same resolution that she has (more or less!) successfully kept for the last 3 years. She resolves to pick up and properly discard at least 1 piece of plastic trash on every dog walk. Moxie the Pugwiler likes her exercise, so Nancy takes her out around 500 times a year – that’s over 500 pieces of plastic removed from San Francisco’s Sunnyside neighborhood annually. Unfortunately, there is no problem with finding the trash. “I often try to pick up the trash in a place where others see me doing it,” says Nancy, “It’s my attempt to norm litter pickups, to help people see the problem as everyone’s problem and a solution that we all can own.”
Nicole feels inspired by her work on the StopFoodWaste.org campaign to try to waste less by using a shopping list based on the meals she plans to eat each week. Though it’s hard to plan ahead with a busy and spontaneous schedule, it will help her save food and money, and not feel so guilty when feeding that slimy kale to her backyard worms, though it’s better than the landfill. “Food waste is a big problem in America, but there are a lot of helpful tips and tools to plan, store and use up extra food and leftovers,” says Nicole, “It also helps to eat before going shopping!”
We wish everyone a Happy New Year and pledge to work with you for a cleaner, greener 2018. Please let us know if we can help with your environmental behavior change campaigns.
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.