Solid research provided the messaging strategy for this comprehensive campaign.
CHALLENGE
Our firm led a team of consultants tapped to develop a countywide behavior change and social media campaign that would help reduce contamination in compost carts.
SERVICES
- Strategic Planning
- Focus Groups
- Behavior Change Strategies
- Graphic Design
- Video Production
APPROACH
Using the data from focus groups conducted by our team, as well as data on contaminants from hauler and facility reports, our team created a social media video filmed at a local farm, social media graphics, signage, prompts, and a protocol for a behavior change pilot program at MFDs. Notably, this campaign used different types of messaging strategies. Awareness messaging shows the problem caused by contamination. Persuasion messaging communicates “why it matters” by showing what happens to the content of the green cart. Audiences that are ready to act received “how” messaging, with specific tips for how to handle common contaminants.
RESULTS
Each participating agency received a comprehensive campaign guide with graphics, article content, and videos in three languages for local implementation. They also received an MFD pilot program protocol. A countywide media buy pushed out the video content in all languages.