Change from a Practical Perspective Change from a Practical - - PowerPoint PPT Presentation

Change from a Practical Perspective Change from a Practical Perspective Change from a Practical Perspective Change from a Practical Perspective

Hugh Tyrrell & Sheryl Ozinsky Hugh Tyrrell & Sheryl Ozinsky Hugh Tyrrell & Sheryl Ozinsky Hugh Tyrrell & Sheryl Ozinsky

Communication & Communication & Communication & Communication & Behaviour Change Behaviour Change Behaviour Change Behaviour Change – – – – some home truths some home truths some home truths some home truths

• Awareness and information isn

Awareness and information isn Awareness and information isn Awareness and information isn’ ’ ’ ’t enough to t enough to t enough to t enough to change behaviour change behaviour change behaviour change behaviour.

Communication & Communication & Communication & Communication & Behaviour Change Behaviour Change Behaviour Change Behaviour Change – – – – some home truths some home truths some home truths some home truths

• People are complex, and they select information

People are complex, and they select information People are complex, and they select information People are complex, and they select information that fits their own worldview and personal identity that fits their own worldview and personal identity that fits their own worldview and personal identity that fits their own worldview and personal identity

• People who live in communities (or work in organisations)

People who live in communities (or work in organisations) People who live in communities (or work in organisations) People who live in communities (or work in organisations) are sensitive to formal or informal codes of behaviour are sensitive to formal or informal codes of behaviour are sensitive to formal or informal codes of behaviour are sensitive to formal or informal codes of behaviour – – – – social norms social norms social norms social norms

Communication & Communication & Communication & Communication & Behaviour Change Behaviour Change Behaviour Change Behaviour Change – – – – some home truths some home truths some home truths some home truths

Population / Market Size

Time Duration >

Evert Rogers Technology Adoption Curve Tipping point Tipping point Tipping point Tipping point

How social change happens How social change happens How social change happens How social change happens

• 2. Clear bags are collected separately

by recycling contractor

• 1. Householders in an area/suburb are given a clear bag

to fill weekly with dry recyclables (glass, plastic paper, tins) and to put out on same day as black bag.

• 3. Recyclables are taken to

a Materials Recovery facility for sorting, baling and selling on.

Practical Context: Practical Context: Practical Context: Practical Context: Municipal Two Municipal Two Municipal Two Municipal Two-

• bag

bag bag bag ‘ ‘ ‘ ‘Wet/Dry Wet/Dry Wet/Dry Wet/Dry’ ’ ’ ’ Recycling System Recycling System Recycling System Recycling System

NB: Penalties for recycling contractors if participation is below 50%

Deep Greens Deep Greens Deep Greens Deep Greens-

• Ready & waiting

Ready & waiting Ready & waiting Ready & waiting 15% 15% 15% 15% Medium Greens Medium Greens Medium Greens Medium Greens Make it Make it Make it Make it easy for me easy for me easy for me easy for me Light Greens Light Greens Light Greens Light Greens Show me it Show me it Show me it Show me it’ ’ ’ ’s s s s working working working working Laggards Laggards Laggards Laggards I I I I’ll do it if ll do it if ll do it if ll do it if everyone else is everyone else is everyone else is everyone else is 35% 35% 35% 35% Convenience Convenience Convenience Convenience 20% 20% 20% 20% Positive Positive Positive Positive feedback feedback feedback feedback 10% 10% 10% 10% Social Norm Social Norm Social Norm Social Norm

Phases of Phases of Phases of Phases of Recycling Behaviour Change Recycling Behaviour Change Recycling Behaviour Change Recycling Behaviour Change

Participation rate Resources/Budget Resources/Budget Resources/Budget Resources/Budget Time >

Quantity/ Rands

Investing resources to promote behaviour change Investing resources to promote behaviour change Investing resources to promote behaviour change Investing resources to promote behaviour change

Tipping point

Ongoing Post Ongoing Post Ongoing Post Ongoing Post-

• Launch Feedback

Launch Feedback Launch Feedback Launch Feedback

!

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#$

City of Cape Town – Think Twice Programme

Atlantic West Coast Suburbs - Nov 07 to June 08

Atlantic 281 S Tender Avg Mnth 8 Mnth Total % Participtn

Nov 07 - June 08

(kg) (kg) Melkbosstrand 25,269 202,150 75.75% Parklands 21,631 173,050 43.40% Pinelands 48,991 391,926 87.38% Blouberg Strand 25,519 204,153 54.08% Totals

11000 colltns

121,410 971,279 65.15%

Average participation of 11 000 households reaches 65% within 8 months

Results

20 40 60 80 100 120 140 Tons / Percentage Mar Apr May Jun Jul Aug Sept Oct Months

Deep South Recyclables

Tons pm % Participation

City of Cape Town – Think Twice Programme

Far South Peninsula Suburbs -

March 09 – Oct 09 Average participation 12 000 households reaches 65% within 8 months Average household participation rate reaches 80% by March 2010 (year)

Some principles for Some principles for Some principles for Some principles for community community community community-

• based behaviour change

based behaviour change based behaviour change based behaviour change communications communications communications communications

Aim Aim Aim Aim: Make desired behaviour the social norm : : Make desired behaviour the social norm : : Make desired behaviour the social norm : : Make desired behaviour the social norm :

• ‘

‘ ‘ ‘ it it it it’ ’ ’ ’s what we do around here s what we do around here s what we do around here s what we do around here’ ’ ’ ’

• 1. Make infrastructure system simple and convenient
• 1. Make infrastructure system simple and convenient
• 1. Make infrastructure system simple and convenient
• 1. Make infrastructure system simple and convenient
• 2. Research barriers and drivers to change
• 2. Research barriers and drivers to change
• 2. Research barriers and drivers to change
• 2. Research barriers and drivers to change
• 4. Clear information and prompts at point of action
• 4. Clear information and prompts at point of action
• 4. Clear information and prompts at point of action
• 4. Clear information and prompts at point of action
• 5. Ongoing positive
• 5. Ongoing positive
• 5. Ongoing positive
• 5. Ongoing positive feedback

feedback feedback feedback

• 3. Big bang in local media and communications
• 3. Big bang in local media and communications
• 3. Big bang in local media and communications
• 3. Big bang in local media and communications

Resources and References Resources and References Resources and References Resources and References www.cbsm.com www.cbsm.com www.cbsm.com www.cbsm.com Awake Awake Awake Awake - psychology-based tools and services develop cultures of sustainability. www.awake.com.au www.awake.com.au www.awake.com.au www.awake.com.au ‘Fostering Sustainable Behaviour’ - Douglas Mackenzie-Moore Social Marketing: Influencing behaviours for good’

• Nancy Lee & Philip Kotler (Sage)

Hugh Tyrrell Tel: (021) 4488 123 Cell: 083 253 4100 info@greenedge.co.za www.greenedge.co.za