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Who We Are
Our Clients
Our Team
CRRA 2014 
Can Bite-Sized Outreach 
Improve Food Waste 
Diversion?
Time to Play!
Rules 
• There are 2 contestants 
• Each contestant has three bins: one red, one blue 
and one green. 
• Each contestant h...
Norcal Socal 
Place all yellow spheres into the 
green bin. 
BLUE BIN 
PUT THE FOLLOWING IN THE 
BLUE BIN: 
- red cylinder...
Tally Time!
Thanks for Playing
CRRA 2014 
Can Bite-Sized 
Outreach 
Improve 
Food Waste 
Diversion?
Too Many Messages
What do you do?
How about now?
More is not More
Cognitive Load: Limits!
Our Brains Have a Limit
“Chunking” Information
“Chunking” Information 
4153428405
“Chunking” Information 
415–342–8405
Italian Recycling Guide
U.S. Recycling Guide
Does that look familiar? 
Socal 
BLUE BIN 
PUT THE FOLLOWING IN THE BLUE BIN: 
red cylinder 
green half cube/square 
DO NO...
TMI 
adoption curve behavior change best practices 
branding climate change competition compost 
conferences contamination...
From TMI to Simplify 
behavior change 
is good for 
the environment
The Case for Bite Sized
Livermore, CA
Livermore, CA
Livermore, CA
Livermore, CA
Livermore, CA
Food Scraps
Spot Checks
Pizza Boxes
Recycling
Compost
s 
Survey
The Campaign
Multi-Touch Campaign 
OLIVIA 
LIVERMORE 
Online 
Ads 
Direct 
Mail 
Print Ads 
Bill 
Insert 
Posters 
Social 
Media 
Movie...
Pre-Campaign Baseline
Creative: Show, don’t tell
Video 
Add video here, 
after file is final.
Create a connection
Webpage
Free Pizza Giveaway 
Target behavior 
acknowledgement. 
Email Opt-in
Grand Prize Giveaway
Hauler Partnership
Direct Mail
Cart Tags
Cart Tags
Pizzeria Partnerships
Pizza Box Stickers
Online Tactics
Social Media
Social Media
Social Media
Measurable Results
Pizza Box Video Views
Pizza Box Video Views 
4,800
Website Visits
Website Visits 
3,063
Free Pizza Giveaway Entries
Free Pizza Giveaway Entries 
575
E-mail Opt-ins 
376
Digital Results 
Channel Impressions Clicks Cost Cost	Per	Click 
Google	Display 647,259 1,741 $1,106 $0.66 
Google	Video 2...
Spot Checks
Spot Checks 
43%
Follow-up Survey
Follow-up Survey
Survey: Confidence Level 
Pizza Box in the Green Cart: Pizza Box in the Blue Cart:
Lessons Learned
Less is More
A Multi-Touch Approach 
OLIVIA 
LIVERMORE 
Online 
Ads 
Direct 
Mail 
Print Ads 
Bill 
Insert 
Posters 
Social 
Media 
Mov...
Offline & Online
Be Persistent
Partnerships
Unexpected Results
Which had more clicks?
Which had more clicks?
Inspired Engagement
What’s Next?
Bite-Sized Can Be Big
Questions? 
www.gigantic-idea.com
Stay Updated 
www.gigantic-idea. 
com/blog
Can Bite Sized Outreach Improve Food Waste Diversion?
Can Bite Sized Outreach Improve Food Waste Diversion?
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Can Bite Sized Outreach Improve Food Waste Diversion?

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An overview of designing outreach that is bite sized and how it can help deliver a filling, long-lasting message that promotes behavior change.

Presentation given by Gigantic Idea Studio at the California Resource Recovery Association (CRRA) Conference in San Jose, California on August 5, 2014.

www.gigantic-idea.com

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Can Bite Sized Outreach Improve Food Waste Diversion?

  1. 1. Who We Are
  2. 2. Our Clients
  3. 3. Our Team
  4. 4. CRRA 2014 Can Bite-Sized Outreach Improve Food Waste Diversion?
  5. 5. Time to Play!
  6. 6. Rules • There are 2 contestants • Each contestant has three bins: one red, one blue and one green. • Each contestant has a bag of objects. They may not open the bag until the game has started. • Each contestant has a set of instructions to follow that will help them sort the objects into the correct bins. • They will have 30 seconds to read the instructions and complete this task.
  7. 7. Norcal Socal Place all yellow spheres into the green bin. BLUE BIN PUT THE FOLLOWING IN THE BLUE BIN: - red cylinder - green half cube/square - blue cube, unless it is twice the size of a green square or larger DO NOT PUT THE FOLLOWING IN THE BLUE BIN: - blue triangle - yellow ball RED BIN IN THE RED BIN: - yellow cone - green hexagon - red pyramid - blue cube if twice the size of a green square or larger DO NOT PUT THE FOLLOWING IN THE RED BIN: - blue half-sphere - green square PUT THE FOLLOWING IN THE GREEN BIN: - yellow ball - green cone - blue triangle - blue half sphere unless half the size or less of a yellow sphere. If less than or equal to ½ the size of a yellow sphere, place in blue bin. DO NOT PUT THE FOLLOWING IN THE GREEN BIN: - red pyramid - blue cube - green square
  8. 8. Tally Time!
  9. 9. Thanks for Playing
  10. 10. CRRA 2014 Can Bite-Sized Outreach Improve Food Waste Diversion?
  11. 11. Too Many Messages
  12. 12. What do you do?
  13. 13. How about now?
  14. 14. More is not More
  15. 15. Cognitive Load: Limits!
  16. 16. Our Brains Have a Limit
  17. 17. “Chunking” Information
  18. 18. “Chunking” Information 4153428405
  19. 19. “Chunking” Information 415–342–8405
  20. 20. Italian Recycling Guide
  21. 21. U.S. Recycling Guide
  22. 22. Does that look familiar? Socal BLUE BIN PUT THE FOLLOWING IN THE BLUE BIN: red cylinder green half cube/square DO NOT PUT THE FOLLOWING IN THE BLUE BIN: blue triangle blue cube, unless it is twice the size of a green square or larger yellow ball RED BIN PUT THE FOLLOWING IN THE RED BIN: yellow cone green hexagon red pyramid blue cube if twice the size of a green square or larger DO NOT PUT THE FOLLOWING IN THE RED BIN: blue half-sphere green square GREEN BIN PUT THE FOLLOWING IN THE GREEN BIN: yellow ball green cone blue triangle blue half sphere unless half the size or less of a yellow sphere. If less than or equal to ½ the size of a yellow sphere, place in blue bin. DO NOT PUT THE FOLLOWING IN THE GREEN BIN: red pyramid blue cube green square
  23. 23. TMI adoption curve behavior change best practices branding climate change competition compost conferences contamination contest is good for design diffusion of innovation diversion divestment digital marketing earth day experience energy efficiency the environment events food scrap garbage global government green innovation MRF organics outreach policy poll recycling research social marketing social media strategy survey tactics visual waste waste terms website zero waste
  24. 24. From TMI to Simplify behavior change is good for the environment
  25. 25. The Case for Bite Sized
  26. 26. Livermore, CA
  27. 27. Livermore, CA
  28. 28. Livermore, CA
  29. 29. Livermore, CA
  30. 30. Livermore, CA
  31. 31. Food Scraps
  32. 32. Spot Checks
  33. 33. Pizza Boxes
  34. 34. Recycling
  35. 35. Compost
  36. 36. s Survey
  37. 37. The Campaign
  38. 38. Multi-Touch Campaign OLIVIA LIVERMORE Online Ads Direct Mail Print Ads Bill Insert Posters Social Media Movie Theaters Print Ad Email Pizza Box Stickers
  39. 39. Pre-Campaign Baseline
  40. 40. Creative: Show, don’t tell
  41. 41. Video Add video here, after file is final.
  42. 42. Create a connection
  43. 43. Webpage
  44. 44. Free Pizza Giveaway Target behavior acknowledgement. Email Opt-in
  45. 45. Grand Prize Giveaway
  46. 46. Hauler Partnership
  47. 47. Direct Mail
  48. 48. Cart Tags
  49. 49. Cart Tags
  50. 50. Pizzeria Partnerships
  51. 51. Pizza Box Stickers
  52. 52. Online Tactics
  53. 53. Social Media
  54. 54. Social Media
  55. 55. Social Media
  56. 56. Measurable Results
  57. 57. Pizza Box Video Views
  58. 58. Pizza Box Video Views 4,800
  59. 59. Website Visits
  60. 60. Website Visits 3,063
  61. 61. Free Pizza Giveaway Entries
  62. 62. Free Pizza Giveaway Entries 575
  63. 63. E-mail Opt-ins 376
  64. 64. Digital Results Channel Impressions Clicks Cost Cost Per Click Google Display 647,259 1,741 $1,106 $0.66 Google Video 24,605 139 $416 $3.01 Facebook Ads 20,146 70 $45 $0.64 Google Search 3,891 158 $248 $1.57 TOTAL 695,901 2,108 $1,815 $0.86
  65. 65. Spot Checks
  66. 66. Spot Checks 43%
  67. 67. Follow-up Survey
  68. 68. Follow-up Survey
  69. 69. Survey: Confidence Level Pizza Box in the Green Cart: Pizza Box in the Blue Cart:
  70. 70. Lessons Learned
  71. 71. Less is More
  72. 72. A Multi-Touch Approach OLIVIA LIVERMORE Online Ads Direct Mail Print Ads Bill Insert Posters Social Media Movie Theaters Print Ad Email Pizza Box Stickers
  73. 73. Offline & Online
  74. 74. Be Persistent
  75. 75. Partnerships
  76. 76. Unexpected Results
  77. 77. Which had more clicks?
  78. 78. Which had more clicks?
  79. 79. Inspired Engagement
  80. 80. What’s Next?
  81. 81. Bite-Sized Can Be Big
  82. 82. Questions? www.gigantic-idea.com
  83. 83. Stay Updated www.gigantic-idea. com/blog

An overview of designing outreach that is bite sized and how it can help deliver a filling, long-lasting message that promotes behavior change. Presentation given by Gigantic Idea Studio at the California Resource Recovery Association (CRRA) Conference in San Jose, California on August 5, 2014. www.gigantic-idea.com

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