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Turning the Tide for Effective Environmental Outreach

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Gigantic's presentation at the 2018 California Resource Recovery Association conference looks at the challenge of finding custom tailored solutions for environmental problems of littering, pollution and illegal dumping.

Published in: Environment
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Turning the Tide for Effective Environmental Outreach

  1. 1. Littering, Dumping, Polluting Turning the Tide with Effective Outreach
  2. 2. Who we are
  3. 3. Our Clients
  4. 4. Gigantic Team
  5. 5. One Size Fits None: Targeting Outreach to Reduce Toxics
  6. 6. Marin County
  7. 7. Coalition County + Non Profits + Citizens
  8. 8. Coalition’s Picture of Success What does Marin look like, sound like, smell like, feel like if you are successful?
  9. 9. IPM No… Yes…and then some
  10. 10. Online Survey Revealed • Focus on single-family homes • Marin is Hyper Environmentally Conscious • Focus on Weeds. • Use term “Weed Killer” (not glyphosate, no brand names) • 72% of respondents use the Internet for gardening advice.
  11. 11. This Lady: Not the Target Audience Already doing it right.
  12. 12. This Guy: Target Audience Non- and novice gardeners.
  13. 13. Now it’s time for creative…
  14. 14. YardSmartMarin.org
  15. 15. Top Down Bottom Up Approach Target Audience
  16. 16. Top Down Tactics
  17. 17. Top Down Tactics: Digital
  18. 18. Bottom Up Tactics
  19. 19. Spanish Language
  20. 20. Holy Smokes! Using Observational Research to Fight Cigarette Butt Litter
  21. 21. Social-Behavioral Research • Experimental Design • Surveys • Interviews • Focus Groups • Observational Research Exploring human motivations, activities, psychological processes, interactions
  22. 22. What is Observational Research? • Observe in real-life setting or naturally occurring situation • With or without interaction • Replicable methods • Consider social, psychological risks
  23. 23. Why Observational Research? • Want to answer “how” or “what” • Little is known about a topic • Actual behavior different than self-reports • Real-life setting is relevant By understanding HOW people litter, we can better inform effective program design and outreach.
  24. 24. Case Study: Alameda Countywide Clean Water Program • Objective: Litter reduction, with focus on bus stops • 9 pilot sites: Hayward, Oakland, Unincorporated Alameda Co. • Survey  Observational Research E 12th St & 7th Ave, Oakland
  25. 25. CWP: Data Collection
  26. 26. CWP Research Findings • Lots of Cigarette Butts! • Oakland 36%; Hayward 33%; Castro Valley 28% • No “No smoking” signs • 9.4% of people littered • Most litterers were smokers Paper 14% Cigarette Butts 49% Foil/food Wrapper 7% Food Container 3% Food Remnants 8% Napkin/ Tissue 5% Misc. Plastic 6% Unknown 5% Other 3% Trash Characterization: A St & Grand St, Hayward
  27. 27. CWP Recommendations 1. Install Ash Receptacles 2. Install Anti-Littering Signage • Test norming message: “9 out of 10 bus riders here always use the trash can” • Test enforcement message: “Please Always Use the Trash Can. Littering is against the law.”
  28. 28. CWP Recommendations CWP decided not to move forward with pilot campaign: Grand St & A St, Hayward • Couldn’t place signage at bus stops countywide in an equitable way. • Smoking not allowed... ash receptacles would violate ordinances.
  29. 29. Case Study: City of Fremont • Issue: Cigarette butt littering at commercial businesses • List of 127 businesses w/ past enforcement, ongoing cig butt issues • Requested outreach tool • Recommended 15 site observations to inform outreach tool
  30. 30. Fremont Data Collection
  31. 31. Fremont Research Findings • Lots of butts (60%: at least 5 per sq yd) • 40% - No ash receptacles • 67% - No signs (No Smoking w/in 25ft..) • No relationship between cig butt litter & business type, ethnicity, language • No signage at sites with most butts
  32. 32. Fremont Recommendations 1. Provide Training Guide & Signage for Business Owners & Managers • How to buy & install ash receptacles and signs • How to educate & remind employees and public • Employee Pledge
  33. 33. Fremont Recommendations 2. Pilot a Creative Receptacle • “Vote with Your Butt” • Pilot at highly littered sites with engaged managers • Measure cig butt litter before and after
  34. 34. • Website with Guide, Pledge, Table Tent Cards • Coming soon: Signs, decals, stickers, outreach Fremont Implementation
  35. 35. Conclusions Research: Don’t forget about it! Observational Research: Learn about behaviors people don’t want to talk about
  36. 36. Illegal Dumping Tailored Outreach for a Tough Problem
  37. 37. San Rafael
  38. 38. Canal District, San Rafael
  39. 39. Canal District, San Rafael
  40. 40. Who are your Stakeholders? • Target Audience • Non-Profit Partners • Police Department • MFD Managers • Community members
  41. 41. Research: Primary, Secondary & One-on-One Interviews
  42. 42. Survey Intercepts
  43. 43. The Challenge
  44. 44. Observational Research
  45. 45. The Solution has to work for the audience.
  46. 46. The Solution has to work for the audience.
  47. 47. Remember
  48. 48. Questions?
  49. 49. Conclusion slide Contact us: info@gigantic-idea.com Gigantic-Idea.com

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