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Sez Who? Choosing the Right Messenger for Environmental Outreach Success

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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.

Published in: Environment
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Sez Who? Choosing the Right Messenger for Environmental Outreach Success

  1. 1. Sez Who: Choosing the Right Messenger for Outreach Success
  2. 2. Gigantic Team
  3. 3. Who we are
  4. 4. Our Clients
  5. 5. Empathy Magnets: The Power of Mascots
  6. 6. Mascots We Know
  7. 7. 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
  8. 8. Protecting our Mascots
  9. 9. Mascot Incarnations
  10. 10. Mascot Incarnations
  11. 11. Mascot Incarnations
  12. 12. Personal Connection
  13. 13. Love, Cooper
  14. 14. Multi-touch Mascot
  15. 15. #mascotfail?
  16. 16. Creating a Mascot: • Audience • Voice & Tone • Storytelling • Live into Character
  17. 17. Good Zero Waste Mascot Ideas?
  18. 18. Bad Zero Waste Mascot Ideas?
  19. 19. “Someone like me” – Using Peers to Relate to Your Audience
  20. 20. Why Use Peers? • Norm a behavior • Make it aspirational • Try it on for size • Trusted voice
  21. 21. Social Norms
  22. 22. Norming: Show members of your target group doing it right.
  23. 23. Waste-Free Holiday Gifts
  24. 24. Peers in Palo Alto
  25. 25. Peers in Palo Alto
  26. 26. Zak Zero, Zero Waste Guy Elizabeth Lives Here
  27. 27. Zak Zero meets locals
  28. 28. Zak Zero meets locals
  29. 29. Meanwhile in Livermore…
  30. 30. “Take-out 2-Step”
  31. 31. Champion Judy B.
  32. 32. Recycling Food Scraps
  33. 33. “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)?
  34. 34. MASCOTS ON SOCIAL MEDIA
  35. 35. Where do folks spend their time?
  36. 36. On Social!
  37. 37. Mascots Work
  38. 38. Green Mascots: Smokey Bear
  39. 39. Woodsy Owl
  40. 40. One Mascot Stands Out
  41. 41. Going Viral
  42. 42. A Star is Born!
  43. 43. Goal
  44. 44. Can we do this too?
  45. 45. Which Platform?
  46. 46. How do you manage?
  47. 47. How do you measure?
  48. 48. Best Practices: Interact
  49. 49. Best Practices: Participate
  50. 50. Best Practices: Tag “Friends”
  51. 51. Think About: • Approval Process • Resource Commitment • Interact in Character • Plan and be flexible
  52. 52. Questions?
  53. 53. Conclusion slide Contact us: info@gigantic-idea.com Gigantic-Idea.com

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