At Gigantic, we understand that facts and figures are important for advancing science and for communicating about issues such as the impact of climate change. But plainly presented facts are not always ideal for inspiring action and behavior change. Visual and performing arts can be very useful for helping people see the larger picture, grasp relationships through story and create an emotional response that will reinforce action. Two Bay Area examples show the way.
In downtown San Francisco, a 60-foot-high mural of climate activist – and TIME Person of the Year – Greta Thunberg fixes passersby in Union Square with an implacable look. The mural is a project of the nonprofit One Atmosphere and Argentine artist Cobre. Ms. Thunberg is an icon of climate resistance and the single-minded passion of young climate activists all over the world. This 16 year old has become a heroic and still very human and vulnerable face of the climate movement; the mural’s unavoidable stare serves as a prominent reminder of the need to raise climate awareness.
Also in San Francisco, the Climate Music Project seeks to “ tell the urgent story of climate change to broad and diverse audiences in a way that resonates, educates, and motivates.” A collaboration of world-class scientists and musicians, the Project supports science-guided music and visual experiences to inspire people to engage actively on the issue of climate change.
I recently saw a concert of pieces inspired by climate change data by San Francisco Conservatory of Music composition students and was impressed by the different creative approaches the students took to portray the grim statistics.
Artists around the world are grappling with how to express the enormity of the emergencies of climate and biodiversity loss. Their work can inform and enhance our outreach efforts and remind us of the importance of vivid communication in all our environmental work.
While we often work on projects that make composting cool, more and more of Gigantic’s clients are moving up the food recovery hierarchy and asking for outreach about reducing food waste at the source. The goal of cutting food waste in America in half by 2030 was central to the 2019 Food Waste Summit, hosted by ReFED in San Francisco.
The theme was “moving from awareness to action”, with speakers sharing strategies to cut food waste while increasing food security, spurring economic growth and combating climate change. They “set the table” with the cascading impacts of wasting food, gave a “toast to progress” with examples of success at food businesses, and shared innovative approaches to preventing food waste throughout the food system. There was even a cooking demo from one of America’s top chefs, Tiffany Derry, who encouraged attendees to partner with chefs to engage more communities with approachable stories about the value of food.
With 40% of food wasted in this country while 40 million Americans are food insecure, there was a big emphasis on how to close the hunger gap with food recovery. ReFED highlighted their Nonprofit Food Recovery Accelerator program with the goal to double the number of rescued meals in America. Nonprofits like Replate, Seeds That Feed, Plentiful, and Brighter Bites shared how they’re exploring innovative earned revenue, technology and human-centered design solutions to scale healthy food access with dignity for the millions facing food insecurity. While these solutions provide real relief, the question came up of whether they go far enough to address the core causes of hunger or food waste in America.
The Summit showcased several technology solutions for better food storage and transport, waste tracking, and end of life management, including Seal the Seasons, Goodr, Leanpath, Winnow, and Mobius. The “Mobile Blast Chiller” van, pictured at right, was developed by MGM Resorts International, Peravan, and Three Square in Las Vegas, to rapidly cool prepared food as it drives, improving food transport safety and efficiency. Apeel Sciences shared how they’re challenging the notion that we need single-use plastic packaging to solve the food waste problem with a peel-inspired produce coating that keeps produce fresher, longer.
ReFED emphasized the need for more public-private partnerships to create demand for waste reduction like the Pacific Coast Collaborative (PCC) and the Federal Winning on Reducing Food Waste Strategy. Government has a key role to play in improving donation liability protection and awareness, standardizing date labeling (e.g. “best if used by” date), and incentivizing organics from the landfill and edible food recovery with bills like SB 1383. The Summit wrapped up with a panel on turning waste into value where they emphasized the need for strong government regulations to ramp up organics recycling capacity given the current economic conditions.
When I reflect on the Summit and the amazing conversations during and afterwards, I’m left wondering who was not in the room and how that might have changed the dynamic. How we don’t have all the answers, as Ami McReynolds, Chief Equity and Programs Officer at Feeding America observed, and that we need to create a more inclusive environment to bring new voices to the conversation. “How can we build and earn trust with communities?” McReynolds asked at the end of her presentation, “What will it take to be bold and courageous collaborators with communities?” We’re grateful for our incredible clients who are working closely with communities to co-create solutions that address the real needs and root causes of these complex challenges.
As attention spans get shorter and shorter, it’s necessary to repeat a message many times over just to be remembered, let alone shift a behavior. For our Riders Recycle program that aims to increase used motor oil and filter recycling among Do-It-Yourself (DIY) motorcyclists, our strategy is to provide multiple placements of consistent messaging about motorcycle oil and filter recycling, including in-person outreach at events; a comprehensive website; consistent social media posts; and targeted online advertising. Through a recent survey, we found a quarter of DIYers (people who change their own oil and filters) across our 10 client jurisdictions did NOT recycle their used oil filters, so we knew we had to bring awareness to used oil filter recycling.
Local motorcycle events are an ideal venue for reaching the target audience of gear heads. We bought oil filter recycling drainer containers for give-aways to make it easier for DIYers to drain and then recycle their filters. We asked questions at events to understand what people were doing with their used oil filters and some of the key barriers to recycling. (Learn more about the importance of the messenger, message and materials for in-person outreach in our March blog post.) Half of DIYers who weren’t recycling their oil filters were stockpiling them, so we focused on this behavior to develop an online social media and ad campaign.
Our online presence helps us reach more people more often throughout the year. The Riders Recycle website has information about how to dispose of used oil and filters, drop-off locations, a calendar of events for DIYers to get free oil and filter recycling materials, and a DIY oil and filter change blog. From the website analytics, we could see that Riders Recycle blog posts were some of the most popular pages on the site. Our most recent blog post includes easy-to-read content, pictures of how to prepare oil filters for recycling and an embedded map of drop-off locations, addressing several of the barriers and questions we receive in one place.
Riders Recycle has a growing social media presence, supported by targeted advertising. Facebook is great for maintaining a relationship with your community, sharing events and gaining new followers with geo- and interest-targeted ads. For Facebook, Google, and Bay Area Riders Forum, we created simple filter-focused GIF/video ads that encourage DIYers to seal up their stockpiled oil filters and drop them off at a local collection center. We targeted motorcycle enthusiasts during the beginning of the high motorcycle riding season, garnering thousands of clicks and views and hundreds of thousands of impressions. Online advertising brought in more than a quarter of all California-based visitors to the website this year. The ad results and analytics help us learn more about key demographics of people who engaged with the content, which can inform future content and ad development.
While there isn’t a “one size fits all” approach to effective marketing, using research to develop appropriate content for in-person outreach, website, social media channels and targeted advertising can help you reach your audience enough times and, in enough places, to increase the likelihood of action.
There has been a lot of media coverage lately about the problems and challenges of recycling, including the rejection of the tons of recyclables that we used to ship to China. Because of the news, many community members are aware that something bad is going on with recycling.
In our presentation at California Resource Recovery Association (CRRA) on August 12 in Rancho Mirage, California, I presented some notable examples of anti-contamination recycling messages by haulers, as well as our own work tackling these issues in Palo Alto and Livermore.
We based our work on actual recycling realities in each city. In Palo Alto, the contamination was focused on food and liquid in recycling. In Livermore, sorting issues (“Wishcycling”) as well as organics cart contamination were affecting the quality of the recycling stream. These findings informed our social media, newsletter content and campaign concept development.
Clearly presented information, using clear calls to action (Wipe, Pour, Scrape, etc.) and good visuals is a start to tackling the problem. Reaching residents using a multi-channel approach, and repeating the message regularly will help get the word out.
View the presentation below:
In June, non-profit Upstream (“make throw-away go away”) in partnership with the Food Packaging Forum, Zero Waste Europe and GAIA, presented the UNWRAPPED conference to explore the human health effects of plastics and other types of food packaging. The idea: make the problems associated with single-use packaging personal to help us move us away from it faster.
At Gigantic, our work often involves promoting sustainable alternatives to disposable products, so adding a compelling health angle sounded intriguing.
We’ve known for decades that bisphenols (BPA) and phthalates in everything from plastic bottles to rubber duckies are harmful, but UNWRAPPED took a much deeper dive into the issue, presenting the latest scientific research on packaging, and the health risks posed by ingredients that touch and then migrate into our food.
Half a day into the conference, it was clear that currently regulated additives are just the tip of the toxic iceberg. In plastic packaging alone, there are thousands of known chemicals, including monomers – the building blocks of plastics – but also fillers, plasticizers, flame retardants, colorants, stabilizers, lubricants, foaming agents and many more. Because most of these additives aren’t chemically bound to the plastic matrix, they easily leach out. Sure, quantities are tiny, but many of the chemicals mimic hormones, so even barely measurable amounts can wreak havoc in our bodies. An example are chemicals known as “obesigants” that sabotage stem cells to become fat cells and lead to obesity. Other substances of concern are linked to cancer, diabetes, reproductive problems, anxiety and more.
On day 2, as scientists presented emerging research on micro- and nano-plastics and I struggled to keep the details straight, I wondered “how will we turn this information into relevant, actionable messaging without overwhelming people?” Then somebody shared a factoid: “We each eat a credit card’s worth of plastic per year.” Vivid and attention-grabbing, it resonated with many attendees, but the scientists were cautious, citing the lack of conclusive evidence regarding microplastics in the human body. In the end there was consensus. As one of participant put it: “We may not have all the details, but we know enough to be concerned.”
When the conference closed, there was definitely concern among the 100+ participants—but also high energy and a commitment to leverage the learnings for positive change. We at Gigantic will certainly stay engaged in the topic.
To learn more about the UNWRAPPED conference and view recordings of the presentations, visit www.unwrappedconference.org.
We face a lot of challenges in our work at Gigantic, as we encourage, cajole and persuade folks to recycle, reduce waste, use less water or reject chemical products. The problems of pollution, waste and climate change are so immense that the actions of one individual seem unimportant, even useless. Recently we are seeing this message amplified even by those on the “right side” – environmental activists.
A recent article getting a lot of attention was headlined: “I work in the environmental movement. I don’t care if you recycle.” The article itself was a balanced call to action, outlining that while individual actions matter, change must also be initiated at the government, policy and corporate levels in order to avoid catastrophe. But the headline really bothered me. I worried for the huge percent of readers who might see the headline (it spread through social media) and absorb its message without reading the article. The last thing we need at this point is for individuals to give up, thinking they can’t make a difference. The intertwined threats of climate change, pollution and biodiversity loss need technological fixes and legal intervention, but they also need the understanding, support and commitment of every individual, be they an inventor, a lawyer, a CEO, a mother and/or an artist.
Social change can only come with individual change. Major positive change throughout history — abolition, civil rights, workers’ rights — came through a combination of channels, including popular entertainment, lobbying, advertising, media, organizing, protesting, boycotts and, all of the one-on-one conversations and commitments initiated by people who care.
Technological fixes, viral memes, policy change – there is a panoply of responses to immense environmental challenges. There is no single solution; every step must be a “yes, and” – we need this AND that. In our work with public agencies, we always encourage a multi-touch, multi-directional approach – top-down and bottom-up – for the most effective campaigns.
I’m an environmental activist. I want systemic change at every level. I want government and business to step up and take steps that are not going to be easy or pain free. I want everyone to consider the consequences of their actions. AND…I care if you recycle.
For over a decade, Gigantic Senior Associate Stefanie Pruegel wrote articles, ads and other content to promote something she always wanted to do: create a “Bay Friendly Garden.” But living in a small urban condo made that impossible. Fast forward to 2016: Stefanie bought a property with front and rear yards in need of some serious TLC, giving her the chance to live her values and use her knowledge to create something awe-inspiring.
Bay Friendly Gardens prioritize drought-tolerant and native plants, use integrated pest management (IPM) instead of pesticides and herbicides and reduce water use. Stef began right away by converting the lawn to a native plant garden, using information on sheet mulching and planting that she learned from our client, StopWaste.org. From there, she added native plants and trees, with over 100 species represented.
“Honestly, it was a lot of work, but rewarding to restore the property to add wildlife habitat. For a while, my satisfaction was all about the transformation and techniques. But now I love to just sit and enjoy the flowers and watch the butterflies, birds, bees and hummingbirds that weren’t there before.”
Stefanie also thinks it’s important to share what she has done to inspire others. Not only did a neighbor replace his lawn because he was motivated by her work, but the garden is being featured at the annual “Bringing Back the Natives” Garden tour on Sunday May 5, 2019. Stef says the best way to help people understand possibilities is to “show, don’t tell.”
In addition to the lush plantings, Stefanie installed three 1,000 gallon rainwater collection cisterns, which she hopes will keep the garden going without any additional water throughout the summer season.
Used motor oil, like other household hazardous waste (HHW), can have a lasting negative impact on the environment. Used motor oil from just one oil change can contaminate a million gallons of fresh water – a year’s supply for 50 people. It’s insoluble, persistent, and contains toxic chemicals and heavy metals. Luckily, used oil can be recycled over and over again and saves energy and other resources every time. Used oil filters can also be recycled for the oil that remains inside as well as the steel.
But why target motorcyclists? It turns out they are more likely to change their own oil than the average car owner and will often change the oil on their other vehicles as well. Riders Recycle’s goal is to increase awareness and improve used motor oil and filter recycling among Do-It-Yourself (DIY) motorcyclists. You will find our in-person outreach team at many events throughout the year (especially in the spring and summer). We also get the message out through our Riders Recycle website, social media channels and geo-targeted digital ads. Along the way we’ve learned some important lessons.
The Messenger is Key
Credibility is an important factor in any community, but it’s critical with motorcylists. From cruisers with Harleys to dual-sport adventure riders to dirt bikers and more, motorcylists are quick to notice if you’re not one of them. With several long-time motorcyclists on the Riders Recycle team, they know the right language and tone to use with each of the diverse motorcycle groups. As our team develops better relationships with event promoters, motorcycle retail businesses, race organizers, and off-road-vehicle organizations, we’re able to connect with new motorcycle communities. No matter the audience, it’s important to choose messengers who look like, sound like and ideally come from the communities that you’re trying to reach.
Because our team “speaks the language” of motorcyclists, they’re able to build trust and encounter more receptive attitudes towards the oil and filter recycling message. Even with the aversion to “environmentalist” and “government” messages in some of the motorcycle communities, when our outreach staff take the time to listen to concerns and emphasize common values, most DIYers open up to change, no matter their initial stance. With off-roaders, the message works best when recycling is positioned as a responsibility to the land, community and access for future generations. Efficiency-motivated riders are excited to learn about the technicalities of the oil re-refining and filter recycling processes. It’s wort it to take the time to understand your audience and test language to make sure it resonates with them.
In-person Outreach Works Well for Complex Behaviors
More complex behaviors like oil and filter recycling can benefit from in-person outreach that allows for longer conversations. While social media and digital ads help to reinforce the message, they aren’t always enough for behaviors with several barriers like recycling used oil and filters, reducing food waste or stopping illegal dumping. With in-person outreach, you can communicate why, how and where to do the behavior, give out tools to make it easy, and encourage community ambassadors.
While there are many more lessons we’ve learned in working with this diverse audience and in the HHW world, we’ll leave those for the next blog, including a filter-specific campaign we’re planning based on our research in San Mateo County in 2018. Until then…
Gigantic Idea Studio is proud to introduce our newest Associate, Peter Mach. Originally from Pennsylvania, Peter lived in the Bay Area for four years. Prior to joining the Gigantic team, Peter worked for Code REDD, an environmental nonprofit based in Mill Valley, focused on preserving forests, protect wildlife, empowering people and reducing emissions. As Assistant Director, Peter led the organization’s flagship program, Stand For Trees, an innovative grassroots campaign that empowers individuals to take action against forest loss, the number one cause of species extinction and a contributor to climate change.
Before moving to the Bay Area, Peter lived in Washington, DC, and worked at the Environmental Investigation Agency (EIA) on forestry policy and legality issues. EIA is a pioneer in undercover investigations to expose environmental crime around the world. Peter contributed to these efforts and promoted the Forest Legality Initiative, a multi-stakeholder initiative working to reduce illegal logging by increasing awareness and supporting legally sourced timber and forest products. This work took Peter to five continents in just two years.
Peter holds a dual graduate degree from Colorado State University, where he studied how industry, non-profits and government agencies can collaborate to find solutions to environmental challenges. As part of his thesis, he examined responsible fishing policies in Chiapas, Mexico. He also served as a Peace Corps volunteer in the Dominican Republic and domestically as an AmeriCorps Team Leader in Alaska.
Peter first became passionate about the natural world growing up in central Pennsylvania, where he earned his B.A. in Media Studies from Pennsylvania State University. Building on all his experiences and learnings to date, Peter is interested in—and good at—finding solutions at the nexus of conservation and livelihoods, in particular around the complexities of climate change. He looks forward to bringing his skills to the Gigantic team. Outside of his time at Gigantic, Peter can be found riding his bicycle in the Marin Headlands, on his kayak or otherwise enjoying life in the Bay Area.
I’ve got a guilty secret to share. To retreat from the past year’s stressful news cycle, I’ve been watching Christmas movies on the weekends, on a cable channel that is running them marathon-style, non-stop until Christmas. Last Sunday, while watching Return to Christmas Creek, I was heartened to see that a prominent theme was the rejection of material gift giving during the holidays. The story’s main character, a busy professional named Amelia, is told by her boss that her shopping app, designed to easily buy gifts online, is missing the true spirit of Christmas: personal connection. He rejects funding it and Amelia is devastated.
We were thinking of this very theme as we developed a video ad to promote waste-free gift giving with Santa Clara County Recycling and Waste Reduction Division. Our video also celebrates experience and connection over things. Gifts that provide experiences create memories—and while stuff ends up in the landfill, memories last a lifetime:
At the end of her journey of self-reflection, Amelia revamps her shopping app to include ways to help those in need, and because this is happening in movie-land, it is celebrated and funded and everyone gets their happy ending! (Oh, and she reunites her family and finds true love in the process of course!).
In order to help people give Zero Waste gifts of experience, we created a list of great gift ideas on SCC’s website. For a real-life version of Amelia’s app, or if you’re thinking of starting or promoting a registry, try out SoKind. The site allows anyone to collect non-material, homemade and charitable gift ideas in one place to share with friends and family.
Best wishes for a fun-filled, waste-free holiday season from the entire Gigantic team!