BEHAVIOUR CHANGE FOR SUSTAINABILE GREEN ACTION, By Anna Ware, Camden Council

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  • Intro to sustainability and behvaiour change There are a lot of barriers
  • Sustianablitly being green.
  • Xerox printers, rob had been wrkign with HASc and was wanting anew environment wanted to an opportunity to observe how social norms and incentives worked in
  • Why did it work as a partnership. Really about sharing skills and resources
    We offered resource to send out the email but had no resource to analyse the data
    He had access to funding For incentives
    designed the emails and process
    He was responsible for the data.
    Sustainability Team at Camden Council
    Interested in encouraging people to take up a green behaviour
    Had access to both the data and our staff
    Limited resources
    Oxford University
    Wanted to test his theories and have material to publish
    Was responsible for the data
    Had access to funding
    4 different emails were sent via two different messengers
    Instructions were over a three month period
    Data then retrieved and analysed
    Combination of social norms, incentives, lottery and both.
    We told also let some people know they were being monitored.
  • Specifically top down versus bottom up approaches.
    Kristy Revell was doing a PhD on environmental behaviours Following an initial conversation, we spotted an opportunity to collaborate. We chose three areas, to focus on; recycling, cycling, energy
    And she needed real life examples
  • In this instance the Project was designed around the most suitable zones for UCL’s study and timescales
    Tested peer to peer messaging
    We gave her details of all our zones. She picked the ones with suitable timescales and potential
    Not all came to fruition, but three did.
    We designed a way that gave Kristy access without privacy issues. Reduced our resource, gave her freedom.
    Sustainability Team at Camden
    Had access to people, communities and projects taking action
    We helped her to distribute
    Kristy
    Had funding (e.g. for the GPS)
    Had the time
    Kristy designed up three ways to measure
  • We had to get permissions from senior staff.
    Rob being overseas vs Kristy being local
    UCL being airy, rob quite factual
    Underestimated the time invovled for ht team.
    Cofnidentialtiy
  • Reductionin pritning. Messenger Seems to have been maintained, rolled out to second phase.
    Better understanding of top down and bottom up approaches and their impact on green activity (for example top down worked well for people who didn’t see themselvess as green). Still waiting on results e.g. GPS
    Used it in a number of other projects, demographics recyclign, recycling incentive, imprtoantce of messanger
    A lot of learning
  • In this instance the Project was designed around the most suitable zones for UCL’s study and timescales
    Tested peer to peer messaging
    We gave her details of all our zones. She picked the ones with suitable timescales and potential
    Not all came to fruition, but three did.
    We designed a way that gave Kristy access without privacy issues. Reduced our resource, gave her freedom.
    Sustainability Team at Camden
    Had access to people, communities and projects taking action
    We helped her to distribute
    Kristy
    Had funding (e.g. for the GPS)
    Had the time
    Kristy designed up three ways to measure
  • BEHAVIOUR CHANGE FOR SUSTAINABILE GREEN ACTION, By Anna Ware, Camden Council

    1. 1. Partners: University of Oxford & University College London London Borough of Camden Keywords: Cultural Initiatives, Local Resource Valorization, Regional Hubs, Waste Management Systems Behaviour Change for Sustainable Green Action
    2. 2. At one stage Camden Council printed over 1.5 million copies every month. Piled up, this would be more than twice as tall as the St Pancras Clock Tower. We wanted the most effective way encourage our staff to print a lot less and conserve resources.
    3. 3. We had robust and real time data that offered insights into people’s behaviors. Dr Robert Metcalfe was confident that using a similar approach as the heat metering project would result in significant savings.
    4. 4. The whole process was designed around ensuring we met our individual objectives  Reduction in printing - saving paper and money  Data for behavioural economics analysis
    5. 5. We wanted to measure the impact of our Green Zones Programme. Kristy Revell was doing a PhD on environmental behaviours
    6. 6. Project was designed around the most suitable zones for UCL’s study and timescales
    7. 7. Challenges      Permissions Local University Vs. Overseas Types of projects Resources Confidentiality
    8. 8. Project output and impact We saw a 15% decrease in printing, equivalent of £86,000 per year Better understanding of top down and bottom up approaches Used it as a concept in a number of projects
    9. 9. Questions? Anna Ware Sustainability Manager for Engagement anna.ware@camden.gov.uk 020 7974 6981
    10. 10. Questions? Anna Ware Sustainability Manager for Engagement anna.ware@camden.gov.uk 020 7974 6981

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