oolbox L itte r Pre ve ntion T Laura Cattell Noll June 18, 2019 - PowerPoint PPT Presentation

oolbox L itte r Pre ve ntion T Laura Cattell Noll June 18, 2019

oundation Alic e F e r guson F Mission: to connect people to the natural world, sustainable agricultural practices, and the cultural heritage of their local watershed through education, stewardship, and advocacy.

she d T r ash F r e e Potomac Wate r • Connect people to their local watershed • Partner with communities to prevent litter and cleanup the watershed

she d Potomac Rive r Wate r

T he Pr oble m

Change Be havior Education Regulation Social Marketing (SHOW ME) (MAKE ME) (HELP ME) Lee, N. R., & Kotler, P. (2016). Social marketing: changing behaviors for good . Los Angeles, Calif.: SAGE Publ.

L itte r Pr e ve ntion T oolbox • Annual Potomac Watershed Cleanup (Education) • Trash Free Schools (Education) • Litter Prevention Campaign (Social Marketing) • Policy Solutions (Regulation)

she d Cle anup Annual Potomac Wate r • For 31 years, AFF, partners, and volunteers have successfully cleaned up and tracked litter • A transformative experience for volunteers

she d Cle anup Annual Potomac Wate r • 150,000+ volunteers have removed more than 7 million pounds of trash

e e Sc hools T r ash F r

e e Sc hools T r ash F r “The students looked up to us and saw that we wanted to make the earth a better clean place…and that motivated them to do it too”

e ve ntion Campaign L itte r Pr • A community based social marketing campaign to change littering behavior

ke ting Community- base d Soc ial Mar Using traditional • marketing techniques to influence socially responsible behaviors Implemented on a • local scale in partnership with community members and community organizations McKenzie-Mohr, D. (2014). Fostering sustainable behavior: an introduction to community-based social marketing . Gabriola Island, BC: New Society .

ate gie s CBSM Str Commitment • Extrinsic Rewards • Feedback • “How-To” Skills • Intrinsic Rewards • Positive Emotions • Prompts • Social Norms • Stories Chesapeake Bay Outreach Campaign Database. • http://chesapeakebehaviorchange.org/

ate gie s De ve lop Str

Pilot and E valuate 1.6% 1.2% 1.2% Littering Rate 0.8% 40% Littering Rate 0.8% 30% 0.4% 0.4% 0.0% 0.0% Pre Campaign Post Campaign Jun-14 Dec-14 Jun-15 Dec-15

oad Sc ale Imple me ntation Br

Polic y: Pla stic Ba g s a nd Styro fo a m

Polic y: Pla stic Ba g s a nd Styro fo a m 800 18 District of Columbia District of Columbia Plastic Bags Per Cleanup Site 16 700 Plastic Bags Per Volunteer Virginia Virginia 14 600 12 500 10 400 8 300 6 200 4 100 2 0 0

hank you! T Laura Cattell Noll lcattellnoll@fergusonfoundation.org

De ve loping a Campaign Develop Strategies Pilot and Identify Barriers Evaluate and Benefits Broad-scale Implementation Select Behavior McKenzie-Mohr, D. (2014). Fostering sustainable behavior: an introduction to community-based social marketing . Gabriola Island, BC: New Society .

Ide ntify Bar r ie r s and Be ne fits • ”I don’t litter in front of my house .” • ”I don’t want people to come to my house and be like ‘This is a mess.’” • “You can litter and be like everyone else, or you can take control of your own self and not litter.”