This session focuses on choosing the most effective messenger for environmental outreach by non profits and government agencies.We look at benefits and challenges of using mascots, peers and social media characters to deliver messages on waste, recycling, litter prevention, etc.

1. Sez Who:
Choosing the Right
Messenger for
Outreach Success

3. Gigantic Team

4. Who we are

5. Our Clients

6. Empathy Magnets:
The Power of
Mascots

7. Mascots We Know

8. Mascots Can Work
“New findings show
adults are less likely to
pollute when
conservation information
is presented to them by a
mascot. And, they are
most likely to make the
right choice when it
prevents the fuzzy
creatures from being
sad. ”
University of Delaware “Cheer or
Fear” September 2016

9. Protecting our Mascots

10. Mascot Incarnations

11. Mascot Incarnations

12. Mascot Incarnations

13. Personal Connection

14. Love, Cooper

15. Multi-touch Mascot

16. #mascotfail?

17. Creating a Mascot:
• Audience
• Voice & Tone
• Storytelling
• Live into Character

18. Good Zero Waste
Mascot Ideas?

19. Bad Zero Waste
Mascot Ideas?

20. “Someone like me”
– Using Peers to
Relate to Your
Audience

21. Why Use Peers?
• Norm a behavior
• Make it aspirational
• Try it on for size
• Trusted voice

22. Social Norms

23. Norming:
Show members
of your target
group doing
it right.

24. Waste-Free Holiday Gifts

25. Peers in Palo Alto

26. Peers in Palo Alto

27. Zak Zero, Zero Waste Guy
Elizabeth Lives Here

28. Zak Zero meets locals

29. Zak Zero meets locals

30. Meanwhile in Livermore…

31. “Take-out 2-Step”

32. Champion Judy B.

33. Recycling Food Scraps

34. “Peers as Messengers”
Checklist:
• Which specific behavior do
I want to show?
• Who best represents my
audience?
• Where can I find them?
• What’s in it for them (incentives)?

35. MASCOTS ON
SOCIAL MEDIA

36. Where do folks spend
their time?

37. On Social!

38. Mascots Work

39. Green Mascots:
Smokey Bear

40. Woodsy Owl

41. One Mascot Stands Out

42. Going Viral

43. A Star is Born!

44. Goal

45. Can we do this too?

46. Which Platform?

47. How do you manage?

48. How do you measure?

49. Best Practices: Interact

50. Best Practices: Participate

51. Best Practices: Tag “Friends”

52. Think About:
• Approval Process
• Resource
Commitment
• Interact in Character
• Plan and be flexible

53. Questions?

54. Conclusion slide
Contact us:
info@gigantic-idea.com
Gigantic-Idea.com