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Don’t Be Crabby, Turn Off Your Lights: Changing Behavior Through Social Marketing

Don’t Be Crabby, Turn Off Your Lights: Changing Behavior Through Social Marketing. Megan Green Mecklenburg County Land Use and Environmental Services Agency Air Quality Division. Behavior Change is Possible. Project Origins. Project Origins. CBSM Steps. Narrow the Scope

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Don’t Be Crabby, Turn Off Your Lights: Changing Behavior Through Social Marketing

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  1. Don’t Be Crabby, Turn Off Your Lights:Changing Behavior Through Social Marketing Megan Green Mecklenburg County Land Use and Environmental Services Agency Air Quality Division

  2. Behavior Change is Possible

  3. Project Origins

  4. Project Origins

  5. CBSM Steps • Narrow the Scope • Uncover Benefits and Barriers • Conduct a Baseline Audit • Develop a Campaign • Test/Pilot the Campaign • Roll-out the Campaign • Evaluate

  6. Narrow the Scope Target Audience: • County Employees who work at HMC Target Behavior: • Turning off the lights

  7. Uncovering Benefits and Barriers:Literature Review • Misplaced incentive: when participants don’t directly benefit from action (Brown 2008) • Comparative feedback can encourage formation of social/personal norm (Siero 1996) • Programs tailored to target audience are more effective (Daamon 2001)

  8. Uncovering Benefits and Barriers:Survey Why DO you turn off lights? • Turn lights off out of habit. (75%) • It is common office practice to turn off lights at the end of the day. (65%)

  9. Uncovering Benefits and Barriers:Survey Why DON’T you turn off lights? • Someone else willturn off the lights after hours. (30%) • A dark workspace sends the message: “I’m not working.” (25%)

  10. Baseline Audit Actual photo from Audit

  11. Develop a Campaign • Increase the number of lights being turned off in unoccupied workspaces during business hours; and • Increase the number common area lights being turned off at the end of the day (especially over cubicles and in hallways and copy rooms).

  12. Phase One: CRAB, You’re It! Don’t be “crabby;” turn off your lights!

  13. Phase One: CRAB, You’re It! CBSM strategies incorporated into phase one : • Make the source of your message close to your audience • Actively involve the target audience in achieving the goal • Use noticeable prompts • Make “Social Norms” visible

  14. Phase Two: Adopt-A-Light

  15. Phase Two: Adopt-A-Light CBSM strategies incorporated into phase two: • Seek public, written commitments • Use noticeable prompts • Actively involve the target audience in achieving the goal • Provide incentives

  16. Pilot the Campaign CRAB You’re It!

  17. Roll-out the Campaign

  18. Embrace the Unexpected

  19. Campaign Results

  20. Campaign Results

  21. “Lights Out” Resource www.airquality.charmeck.org

  22. Final Thoughts • CBSM works! but the process is lengthy. • Target audience survey refined the literature review. • Focus group feedback is essential. • Management support promotes participation. • Make campaigns as personal or grass-roots as possible.

  23. Happy Crabbing! Megan Green Mecklenburg County Land Use and Environmental Services Agency Air Quality Division 704-336-5583 Megan.Green@MecklenburgCountyNC.gov

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