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.