Well, if there’s one word none of us would like to hear in 2021, it’s “unprecedented.” Throughout 2020, so many things we took for granted in the world of zero waste and recycling outreach, such as promoting reusable bags and cups, had to be postponed or replaced with COVID-19-related topics, such as sorting shipping waste or putting masks and gloves in the trash.
Now the holidays are here, and we find ourselves in the same outreach predicament. We can’t rely on tried-and-true holiday campaigns like our “Giving the Gift of Good Times” video for Santa Clara and Marin Counties. (Click here for the 2019 version). No-waste gifts that involve groups of people, such as fitness classes, dining out, amusement park passes, or theater tickets are not a viable option this year. Even food waste reduction topics need a fresh take, as gatherings have been reduced in size or cancelled altogether, and some of our neighbors are facing food insecurity.
For our clients this year, we helped adjust messaging to cover these topics in a way that aligns with public health guidelines and new realities. For example, for Palo Alto, we created a “Create Joy, Not Waste” ad, web page and bill insert (above) to align with hosting a small gathering with Zero Waste style. Actions like portion planning, using reusable dishes, recycling bottles and cans and decorating with compostable decorations still make sense, even if it’s just for your own household.
We re-envisioned our Zero Waste gift idea list to remove gifts for in-person activities and include those that offer online versions, such as art classes and music lessons and streaming theater. Local options for all of these were available, offering another benefit to the community. Outdoor recreation is at an all-time high, so national and state park passes can replace amusement parks.
And lastly, if staying home means we’re more likely to buy “stuff” this year than past years, we made sure to provide options for zero waste gift ideas that eliminate or greatly reduce packaging waste—shampoo bars, unpackaged handmade soaps, or subscriptions for refillable beauty products.
We hope this inspires you all to keep the Zero Waste holiday outreach traditions going. Small tweaks to the messaging are all it takes.
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.
In early March, when the coronavirus still seemed like an obscure disease, the Gigantic team was in full swing, preparing for Earth Month. For Clean Water Program Alameda County, we had created outreach event kits and were about to promote countless litter cleanups. For Santa Clara County, we had partnered with dozens of coffee shops to launch a “bring your own cup” campaign. My own calendar was full of gatherings, including the big climate march in honor of Earth Day’s 50th anniversary. Then stay-at-home orders hit the Bay Area, and everything involving a group of people in person was canceled. How could Earth Day turn 50 without a celebration?!
After the first shock, many Earth Day organizers started to take activities online. After all, if everything from staff meetings to Quarantini Happy Hours can happen remotely, why not Earth Day too? In the beginning I was skeptical, wondering if honoring this important date in physical isolation could instill the same sense of community as a march for the Earth or a creek restoration event with likeminded people. But as our team kicked into action to reimagine campaigns and retool outreach materials, like we did for Clean Water Program, I started to see countless new opportunities to build awareness
and change behavior. “Earth Day at Home” can open our eyes to many powerful actions that we’d usually be too distracted and busy to take. This may be the time to do a 10-minute fridge reality check and learn new habits to prevent food waste. Try one of many delicious plant-based dishes, good for our own heath and that of the planet. Stroll around the backyard and discover how even a modest patch of native plants can support a little universe of insect diversity. The team of Oakland’s Earth Day 2020 has compiled many more such actions—in fact, over 50!
Looking beyond our homes, I’m heartened to see so many creative approaches aimed at bringing people together while keeping everyone safe. The Smithsonian’s virtual Earth Optimism 2020 Summit offers four full days of webinar workshops, films and conservation success stories from around the world. An online event by the Climate Music project and National Academy of Science explores the intersection of music, climate science, and community action. The California Coastal Commission is sharing highlights of their work (and awe-inspiring photos) from wetlands to coastal wildlife all #EarthMonth long. The list of events goes on, with many compiled on a searchable global map by the Earth Day Network.
As I now ponder Earth Day’s 50th anniversary, I feel hopeful about the event’s power to bring the environment back into focus, connect people who care about the Earth on a larger scale, and maybe ring in a new era of activism once restrictions lift again. To all our clients, allies and fellow environmentalists, Happy Earth Day!
As we move full speed into 2020, I finally took a moment to reflect on the past 10 years (of my 18 years as founding partner!) here at Gigantic Idea Studio. I noticed that our portfolio of projects from the last decade reflects the evolution of recycling and pollution prevention programs locally and worldwide.
Feeding Food Scraps to Compost
In the early to mid 2010s the focus of residential outreach turned to food scraps. Many of our projects assisted local agencies with promoting participation in food scrap recycling programs—getting food and food-soiled paper into green carts so they can be composted instead of landfilled. These programs reduce waste and greenhouse gases—a win-win. Binny the Green Organics cart, a mascot we created for Livermore Recycles in 2014, has worked tirelessly to win the hearts and minds of residents to help them overcome the “ick factor” and compost their organics. We have watched Binny become a local star with many adoring fans!
The City of Palo Alto started a food scraps collection program in 2015. Gigantic helped promote this new practice through a character named Zak Zero, and by featuring local residents as peer messengers. Palo Alto now composts 2,300 tons of food scraps a year, saving 670 metric tons of GHG. And 80% of households participate, at least partially!
Sorting Out Recycling
As California ramped up recycling and composting requirements, the last few years of the decade saw the recycling world turn upside down. China’s National Sword policy impacted markets and affected recycling programs. In response, much of our recent work has included ads, bill inserts, articles, and videos to promote the message that sorting recycling properly is a serious matter—and that recyclables should be empty, clean and dry. Our most comprehensive campaign on this topic, Recycle Ready, was done for Palo Alto, and you can see it here.
In the past few years, we’ve helped StopWaste develop content to address the hot topic of food waste—a potent greenhouse gas contributor in Alameda County. Our work with StopWaste over the last decade also supported the implementation of a mandatory recycling and composting ordinance—also a trend of the last decade—as local and state agencies flexed the power of public policy to help reach waste reduction goals. As we enter 2020, we are proud to be part of the team working on food waste reduction in Santa Clara County.
Cutting Single Use Items
Another trend in waste reduction—the reduction of single-use disposables— is another pressing issue gaining traction in the media, as coverage of marine debris and coastal litter has gone mainstream. Cities in the Bay Area and beyond are responding with foodware ordinances, plastic straw bans and produce bag requirements. We’ve worked to help promote efforts to reduce use of disposable foodware with StopWaste, County of Santa Clara and most recently, supporting the new foodware ordinances in the City of Palo Alto.
Connecting Behavior Change to Clean Water
Lastly, we look back fondly on the decade that saw our relationship with Clean Water Program Alameda County grow. In the early 2010s we focused on general stormwater education as well as integrated pest management topics related to gardening. But with the explosion of awareness of the Pacific Garbage patch and wildlife harmed by marine debris, the severity of the issues facing our oceans gave birth to our beloved mascots Fred and Izzy. With three video campaigns under our belt, we look forward to creating a new video on gardening in 2020. We were happy to expand work on these topics with “YardSmart Marin,” a new organization aiming to reduce pesticide use, and with City of San Rafael to reduce illegal dumping. In 2020, we look forward to piloting a litter reduction campaign as well.
Here’s to the next decade of engaging the public in programs for a healthier world!
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.
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.
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.