SlideShare a Scribd company logo
Sez Who:
Choosing the Right
Messenger for
Outreach Success
Sez Who? Choosing the Right Messenger for Environmental Outreach Success
Gigantic Team
Who we are
Our Clients
Empathy Magnets:
The Power of
Mascots
Mascots We Know
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
Protecting our Mascots
Mascot Incarnations
Mascot Incarnations
Mascot Incarnations
Personal Connection
Love, Cooper
Multi-touch Mascot
#mascotfail?
Creating a Mascot:
• Audience
• Voice & Tone
• Storytelling
• Live into Character
Good Zero Waste
Mascot Ideas?
Bad Zero Waste
Mascot Ideas?
“Someone like me”
– Using Peers to
Relate to Your
Audience
Why Use Peers?
• Norm a behavior
• Make it aspirational
• Try it on for size
• Trusted voice
Social Norms
Norming:
Show members
of your target
group doing
it right.
Waste-Free Holiday Gifts
Peers in Palo Alto
Peers in Palo Alto
Zak Zero, Zero Waste Guy
Elizabeth Lives Here
Zak Zero meets locals
Zak Zero meets locals
Meanwhile in Livermore…
“Take-out 2-Step”
Champion Judy B.
Recycling Food Scraps
“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)?
MASCOTS ON
SOCIAL MEDIA
Where do folks spend
their time?
On Social!
Mascots Work
Green Mascots:
Smokey Bear
Woodsy Owl
One Mascot Stands Out
Going Viral
A Star is Born!
Goal
Can we do this too?
Which Platform?
How do you manage?
How do you measure?
Best Practices: Interact
Best Practices: Participate
Best Practices: Tag “Friends”
Think About:
• Approval Process
• Resource
Commitment
• Interact in Character
• Plan and be flexible
Questions?
Conclusion slide
Contact us:
info@gigantic-idea.com
Gigantic-Idea.com

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