California SB 1383 looms large on many of our clients’ minds—and on ours, as we help with the outreach portion of implementing the law locally. It’s an exciting prospect to see not only downstream measures like organics recycling mandated statewide but also upstream prevention, with the requirement to recover 20 percent of currently disposed food that’s edible to feed people. In this blog, we share some of our experience creating outreach tools for food recovery.
For local jurisdictions, this means not only figuring out the nuts and bolts of a functioning food recovery system, but also how to communicate to the affected parties. And the clock is ticking—by or before February 1, 2022, jurisdictions need to provide “outreach and education” to the first wave of affected commercial edible food generators as well as food recovery organizations and services.
The law may seem overwhelming, but fortunately a lot of the basic principles of good outreach are helpful here:
Segment your audience(s)
Consider your outreach and messaging to the different audiences as separate efforts. For example, the content, timing and channel of your outreach to the first wave of large food businesses (the state calls them “Tier 1” businesses) will differ from the second wave of smaller food businesses (called “Tier 2”), and both will differ from food recovery organizations.
There will likely be only a small number of Tier 1 businesses for most counties, and they will require direct outreach—phone calls, web meetings, emails and visits. Your learnings from reaching out to Tier 1 can help streamline your efforts for Tier 2. Consider this a test run!
Put yourself in the shoes of businesses — they are not steeped in “1383” like we are. Since this is new territory for all parties, consider having interviews or web meetings with businesses to help you develop your content and/or test your messaging to see if it is clear.
Create outreach tools with clear and inclusive language.
Craft messaging with an eighth-grade reading level in mind—which is what magazines and popular literature generally use.
- Avoid regulatory terminology as much as possible and translate industry jargon into everyday terms anyone can understand.
- For example, define the term “recovery.” This is a term unfamiliar to businesses. Our clients have found it preferable to using the term “donation.” If that’s the case for you, help your audience understand what “recovery” is and provide context. For example, say, “Separate edible food that would otherwise be composted or landfilled so it can be “recovered” to feed people.”
- Be considerate and inclusive in your language e.g., say “food insecure” rather than “hungry.”
Plan a “multi-touch” outreach effort.
- Start with an official notification letter, mailed 6 months in advance. Keep your first “touch” simple, high level and focused on what’s coming. Rather than overwhelming them with details, get people’s attention first.
- Create a web page or site to hold detailed information, including any legal documents such as a local ordinance or a model contract for edible food collection services.
- Follow up your letter with direct outreach to affected businesses and food recovery organizations. Business outreach best practices have always relied on phone calls, emails, meetings and technical assistance to get results.
- To build general awareness of 1383 in the business community, consider partners like chambers of commerce, business associations and environmental health departments, and ask to be included in announcements using their email lists and social media channels.
SB 1383 is a complex law and an exciting prospect with laudable goals. Using the basic rules of good outreach and remembering that businesses need direct outreach, you will be on your way to helping California put edible food to better use—all while fighting climate change!
Reducing food waste and diverting it and other organic materials from landfill is key to reducing methane emissions in the state. California’s SB 1383 establishes targets that many businesses are now working to meet. The implementation of SB 1383 was a major focus at this year’s California Resource Recovery Association (CRRA) Conference. As results come in, communicating about SB 1383 implementation and the efforts to reduce emissions will be important; but how much do Californians already know about food waste and its connection to climate change? We conducted a brief statewide survey of Californians to ask a few questions about their understanding of greenhouse gas emissions, landfill and food waste. Some responses were heartening, some were a bit depressing, but data emerged about how to communicate these concepts to different segments of the population.
See the slideshow:
To summarize, we noted:
- Most Californians do acknowledge that climate change is happening, and that human activity is a major contributor.
- However, 40% of respondents do not connect food waste with the climate.
- Many people are unclear about what happens to food waste in a landfill.
- Messaging about “doing the right thing” may resonate with several different audience segments.
As with any outreach effort, it’s best to understand how much your audience knows and how they feel about a particular issue before designing a campaign. This survey is just a first step in thinking about how to message about food waste reduction efforts and their relationship to the climate crisis.
If you would like a copy of the survey report, please email Gigantic.
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.
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.