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!
Sunnyvale’s “FoodCycle” program is unique in the Bay Area. It truly “recycles” food into a new product—animal feed! The food scraps are collected using a split garbage/food scrap cart, and sent to a facility for processing. Using the garbage cart is a clear departure from nearby cities that collect food scraps in the yard trimmings cart to create compost. To address the many public concerns with this major change, the City needed clear and engaging marketing tools – including a video:
The Gigantic team structured the video around a behavioral process: How do people deal with food scraps? When do they make them? The information is broken down into clear steps:
1) Preparing the collection pail with accepted liners,
2) Showing when and how food waste is created,
3) Detailing what kinds of food scraps are accepted and
4) How to dispose of the kitchen waste in the new curbside cart.
This approach differs from other food scrap outreach that emphasizes what kinds of food are accepted. Instead, the model “FoodCycles” in situations when food waste is generated: cooking/prepping food, cleaning up after meals, and cleaning old leftovers out of the fridge.
We’re proud to say that the video won the Epic Award of Distinction in its category at the California Association of Public Information Officials (CAPIO) annual awards competition in April 2018.
It has always been a challenge for mission-driven Brand Pages, such as public agencies, to reach and grow their followers on Facebook. In January Facebook announced they are “changing the News Feed to prioritize posts from friends, family members and groups over posts from publishers and brands.” The stated reason is to promote a more fulfilling experience with the channel and discourage “passive scrolling” without engagement. The change will favor posts that elicit comments, rather than passive consumption or “likes.” (“Favoring” means that posts will show to more people.)
One impetus for the decision is recent negative press about Facebook, including hosting fake news and being purposely designed to foster addictive behaviors and to keep fans “hooked” on the channel. CEO Mark Zuckerberg has stated his personal commitment to leading these changes, thanks to a new view of his creation’s strengths and weaknesses.
How Will Facebook Algorithm Changes Affect Me?
Organizational Facebook pages are reaching just a tiny fraction of their followers with each post. Even before the latest changes, organic reach for Facebook Pages was plummeting, from nearly 100% of fans in 2007 to less than 2% today.
Some immediate predictions include:
- People will spend less time (but supposedly higher quality time) on Facebook.
- Posts may become more “shocking” with the goal of eliciting reactions.
- Comments will be prized, and the longer the better.
Note: this announcement includes no changes to the advertising model, which many critics point to as the fount of toxicity.
What Can I Do?
What is a page manager to do? Like the stock market, it’s probably best to keep calm and carry on, rather than trying to overhaul strategy with every change. There are widely varying predictions of the result of this latest action.
Gigantic recommends to all clients:
- Continue posting high quality, relevant content.
- Consider making posts more conversational in style and asking for feedback and responses, including encouraging people to tag your organization.
- Focus on quality of posts more than quantity; this becomes even more true with the renewed emphasis on posts that promote conversation.
- Monitor your posts and respond to comments promptly, using a consistent “voice” for your page.
- Be prepared for decreased reach of videos, which had been highly favored by the Facebook algorithm. (Facebook’s reasoning is that videos promote passive consumption rather than active dialogue.) Consider incorporating calls for reaction and encouraging dialogue about your video posts.
- Continue to incorporate ads and boosted posts to increase your messages’ reach.
- Be a good neighbor: Share and tag other organizations’ content in your posts, as long as they are relevant to you.
- Don’t Panic!
As always, Gigantic Idea Studio is happy to discuss your social media strategy and make recommendations to enhance your environmental outreach.
A very enjoyable aspect of our work here at Gigantic is that we often team up with artists who bring their creativity and skills to bear for environmental behavior change.
One such collaborator is Darrell Hunger, an industrial designer with a passion for applying his creativity to solve environmental problems. A hard-to-find hybrid of nuts-n-bolts pragmatism and artistic vision, Darrell has been instrumental to many of the interactive displays and games we’ve designed for our clients over the past years. For the City of Oakland’s “test your cart smarts” event booth, Darrell turned curbside carts into a life-size sort game, complete with fake moldy peaches and carefully sauce-smeared take-out containers as “game pieces.”
Most recently, Darrell helped us build a game for StopWaste to help people learn the best way to store fruits and veggies, so they stay fresher longer and there’s less food waste. Looking a bit like a doll’s kitchen, the game lets players open cabinets and a fridge and peek under empty bowls sitting on the counter to find images of the foods they’re tasked to “store.” From tiny hinges to mini door handles and a sturdy collapsible stand for the game, Darrell helped us think through the design and put it all together.
With such a unique skill set, it’s not a surprise Darrell is a regular at Burning Man, specifically a member of the Earth Guardians, Burning Man’s environmental crew. They are the ones in charge of enforcing the organization’s “Leave No Trace” (LNT) policy—essentially returning Black Rock Desert to its natural state each year, as if the weeklong, crazy circus of 70,000 revelers never happened. And it’s serious business, not an esoteric goal: LNT is a requirement written into the Special Event Permit and contract Burning Man has with Nevada’s Bureau of Land Management.
For the Earth Guardians, this means recruiting, training and overseeing an army of volunteers who check on camps to make sure no gray water or automotive fluids are leaking on the desert floor, keeping people out of the hot springs, and collecting MOOP—or “Matter Out Of Place” as defined by Burning Man. This truly means anything that wasn’t originally part of Black Rock Desert, no matter how small, including beads and feathers broken loose from costumes, tiny litter pieces, wood chips and even the ash from cigarettes. To make the tedious un-MOOPing at least a bit more pleasant, volunteers get “MOOP bags” to collect the debris, sewn out of old jeans and ties months before the event by Darrell and his crew. But the Earth Guardians may already face another challenge: “Micro MOOP” such as body glitter and other particles that even the most diligent unMOOPing can’t retrieve.
Lucky for Burners (and the rest of the world) Darrell is a master of reuse and waste prevention, and shares his skills and knowledge widely. At this year’s Burning Man, his repair workshop “Glue, screw, patch: How to fix things that break, are worn or want to be repurposed” was a huge hit. In his typical hands-on style, Darrell showed participants the best uses of glues, screws, splints and other repair tools, and fixed broken objects brought to the class. Way to go Darrell!
As we work on environmental behavior change campaigns, we spend a lot of time crafting the perfect look and wording – to get the message right. Choosing the right messenger for that message is essential for its success. The Gigantic team’s presentation at the 2017 California Resource Recovery Association Conference covered several aspects of thinking about the best messenger.
Sometimes a public agency’s message can be strengthened and find traction when delivered in a different voice. The messenger’s “personality” can take several forms and can be delivered live, in print and digitally:
Mascots have the power to attract and engage people and make them care about issues such as recycling, waste or water quality. Creating and implementing a mascot messenger takes planning, patience and creativity. We presented examples of recent environmental mascots and talked about the process for creating, naming, scripting and distributing a mascot.
A message is easier to accept if the viewer identifies with the person delivering the message. Our presentation touched on how to evoke thoughts like “Well, if she can do it, so can I” or “I want to be more like that person” in an environmental campaign, by recruiting community members to deliver the message.
It’s easy to treat social media like another advertising channel for promoting your organization’s events and campaigns. But social media can be so much more than a digital bulletin board. We looked at ways to establish a personality on social media that doesn’t just tell folks what to do, but that interacts, observes, and participates in the broader online community. One excellent example is Baltimore’s Mr. Trash Wheel, who demonstrates best practices for tone and engagement.
Here is the CRRA presentation covering the above topics. Please let us know if you have questions or would like to talk about how the right messenger can work for you.
At Gigantic, we work hard to “get inside the heads” of the audiences we try to reach. How difficult is it to get someone to change behavior, even to be aware of that behavior? I experimented on myself last month, when I joined the #PlasticFreeJuly movement, and tried to avoid buying or accepting anything made of plastic for 31 days.
The first thing I noticed was anxiety, and a tendency to over-compensate. Should I stock up on plastic on June 30 so I could get through the month comfortably? What would I have to give up? Just how uncomfortable is this change going to be?
How can a behavior change specialist address her own fears of change and scarcity?
The Thrill of Failure
My first day was a failure, but also a tremendous success. I went out to lunch and ordered a cocktail (it’s OK, it was a Saturday!) The drink came with a straw – I had forgotten to ask for no straw. Disaster in the first few hours of the experiment! I posted about my personal failure to Facebook and Twitter, tagging the restaurant. I was amazed to see several supportive comments, even from “non-green” people with whom I had not interacted in years, saying they, too, were sick of plastic and that I should keep trying. Then, lo and behold, the restaurant responded to me via Facebook, saying that they, too, loved this particular cocktail and from now on would serve it without a straw. Victory! I took away from this experience that it can be more effective to post about one’s own weakness, to acknowledge error, rather than trying to be a brave and mighty eco-hero.
Challenges kept on coming throughout the month. In some cases there were joyous substitutions – I discovered that bread sliced at the bakery and wrapped in paper did just fine in the freezer, so breakfast was set.
Plastic = Convenience
As the month wore on, I realized that plastic equals convenience, and that I had to re-align my idea of what was convenient. Yes, it takes longer to bring your own containers and use the bulk bins of the market. It takes more effort to go to the cheese shop where the owner was happy to wrap my slices in paper – not an option at the supermarket. On the flip side, I had wonderful conversations with folks behind the counter; some were bemused by my requests, some were delighted. But this was an opportunity to connect with people in my neighborhood whom I had, frankly, barely noticed before. How to translate this greater feeling of community to our work?
When To Give Up
In some cases, going plastic-free meant going without. Tortillas and potato chips, indeed all salty junk food, were not an option, unless ordered in a restaurant. I had to cheat in a couple of instances, choosing less plastic over no plastic for things like toothpaste and olive oil. Luckily I don’t take a lot of medicines, but when I ran out of Vitamin D…I caved and bought more in a plastic bottle. I noticed the feeling of guilt and this time I did not share my “failure.”
It’s August now, and I have relented a bit, but the plastic-free exercise has stuck with me. The main thing I took away from July was a heightened awareness of plastic’s never ending presence in our lives. Entire aisles of the supermarket were off limits – which after a while felt quite restful. Connecting this ubiquity with the fact that of the 8.3 billion metric tons of plastic ever made, 6.3 billion metric tons have become plastic waste, with no end in sight. After this experiment, I am reminded as we plan campaigns that in many cases we are asking people to change, to give up something, to be inconvenienced. These are big asks. While these changes seem essential and even joyful to those of us in the environmental field, I believe it is essential to integrate humility and understanding into our campaigns, so that people feel understood and supported as we travel together on this journey to more sustainable living.
A constant challenge in environmental outreach is how to portray an issue in a way that reaches people with varied worldviews. Neuroscientist George Lakoff and the concept of framing has been much in the political news lately, as opposing sides try to create impressions (also known as bias) in their listeners’ minds. Lakoff notes that all communication has frames:
“The elements of the Communication Frame include: A message, an audience, a messenger, a medium, images, a context, and especially, higher-level moral and conceptual frames.”
We know that facts alone don’t change behavior; to succeed, a message needs that emotional element that reaches the deeper parts of our brain. How can environmental outreach frame important issues in a way that reaches, convinces, and persists to make long-term positive change in behavior?
Lakoff gives one example in his blog, suggesting that instead of talking about environmental regulations, we reframe laws as environmental protections.
Framing a concept like food waste should be simple – no one likes “waste,” right?
The message of buying only what you need, using leftovers, and composting what is left is quite straightforward, but we have a long way to go to tackle the huge amount of food that is wasted. Two recent examples show how framing the issue, while acknowledging the facts, can show success.
Activist Selina Juul has worked for years on a multi-touch approach to reducing food waste in her adopted country of Denmark. She recognized that change had to come from all sides: business, government and, most of all, consumers. In this video, she reframes food waste as disrespectful to nature, farmers and to the individual’s own time and money.
Ugly? No, Beautiful!
A more local success story focuses on our friend and colleague Jordan Figueiredo. Jordan’s Ugly Fruit and Veg campaign aims to reframe frequently wasted, less than perfect produce with humor and heart, in order to make what had been rejected, acceptable and even coveted.
Jordan couches his multi-touch campaign work as Funactivism, which counters the view some hold of activists as overly serious or shrill. Jordan successfully uses many of the tools of activism and behavior change: touting simple individual steps, assurance that individual actions make a difference, use of pledges and norming, combined with a top-down approach to companies. He has used charming photos spread via social media to challenge people to change their attitudes about what is “ugly,” reframing ugly fruit and vegetables, and by extension, reframing our view of what is beautiful.
Choosing the most effective way to frame an issue takes research, patience and testing. Most of all, it takes creativity and always remembering that change comes from within, and people act because of what they feel even more than because of what they think.
How will you frame your next campaign?
We’re excited to introduce Nicole Greenspan, our new Associate here at Gigantic Idea Studio! An East Bay native, Nicole comes to us most recently from Stanford University, where she worked for several years in the University’s award-winning sustainability program after completing her undergraduate and graduate degrees in the interdisciplinary Earth Systems Program with a focus on Sustainability Communication and Education. At Stanford, she designed and managed a wide range of projects and programs, spanning waste, energy, water and agriculture. One key project, the now annual Give & Go Move Out Donation Program, diverts over 100,000 pounds of reusable materials from landfill each June. Another, the Sustainable Stanford Internship Program (formerly HSCI), has provided dozens of students the opportunity to work on projects applying their educational background directly to improving campus sustainability. From working with the government in Brazil on climate change education, to promoting best practices in campus sustainability with U.S. Green Building Council, Nicole has a diverse range of experience and skills to inform her work with Gigantic. She recently received her Four Seasons Permaculture Design Certificate from the Regenerative Design Institute.
For the last year and a half, Nicole’s curiosity took her around the world, volunteering and exploring in Costa Rica, Panama, Nepal, Cambodia, Indonesia and Australia. This experience helped her learn to communicate, empathize and build relationships with people of diverse backgrounds and cultures. From experiencing the April 2015 earthquake and aftermath in Nepal, to hearing the first hand stories of survivors of the Khmer Rouge, she truly appreciates the importance of community resilience and collaboration in order to solve the wicked problems facing our world today. She is particularly passionate about working with communities to co-create a more just and sustainable future, using tools such as design thinking, community-based social marketing, anti-oppression facilitation and regenerative design. She’s excited to collaborate with such an incredible team and clients, offering her perspective and skillset to an organization that makes such a positive impact on the world. When she’s not at Gigantic, you can find her dancing, backpacking or digging in her backyard garden in Oakland.
It’s easy to fall into a rut with environmental outreach tools (websites, brochures, bill inserts, how-to-recycle guides, etc.) But even the smallest touch-up can really help make a piece become more effective. In preparation for the recent California Resource Recovery Association (CRRA) annual conference, the Gigantic team put out a call to our email list, asking for samples of outreach materials that were ready for a makeover. We selected two submissions – the City of Fremont’s multi-family recycling guide and the Conservation Corps North Bay’s services flyer, and got to work.
See the results in the presentation below. In doing these makeovers, a few key takeaways emerged that we’d like to share:
1) Tailor by Audience – Often agencies and organizations don’t have the resources to make separate pieces for each audience (for example, multi-family building residents and property managers), but you can use visual cues and wording to clarify to whom you are speaking within a piece.
2) Give a Clear Call to Action – Laundry lists of do’s and don’t’s can make people’s eyes glaze over. Single, clear action steps are more likely to get results.
3) Use Clear Instructions – There are some best practices for information such as waste sorting guides: use color coding, group images by type, and don’t overlap images – the brain takes in the shape of an uncluttered image and retains it better.
4) Tell Your Story – Stories stick. Make your messages come alive with vivid words and images, and beware of jargon and “internal speak.” Investing in custom photography with “real” community members pays off, as people see themselves in your outreach and are more likely to respond.
5) Be Consistent and Multi-Touch – No single brochure, no matter how well designed, can do all the work. Your message will go farther when all communication pieces work together visually and verbally, reinforcing your message across channels.
If your organization needs an outreach makeover, feel free to contact us and let’s see what we can do together!
Last Thursday, October 8, we opened our Gigantic doors to host a diverse group of visitors interested in learning more about us and our work as part of the NewCo Festival. NewCo engages companies with an innovative mission to share their vision and ideas with festival attendees. This year, the event expanded from San Francisco to include Oakland for the first time, and we are so proud to have been selected to participate as a host company. Host businesses include small, specialized groups like us, along with big players like Twitter, Pandora, Uber, and everything in between. NewCo is an inspiring event, and a great way to share ideas across business disciplines, as our attendees were from well-known tech companies, a university, an online retailer and more.
Surprisingly, preparing this presentation became a bit of a trip down memory lane for me. I realized the history of Gigantic’s founding and early development is intertwined with the advent of recycling, the tipping point of green as mainstream, and the rise of social science research on how to change behaviors related to environment and sustainability—and this made a cool story. It was great to meet people interested in taking the latest ideas and techniques back to their workplaces to inspire change. Here is the presentation: