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

L itte r Pre ve ntion T

• olbox

Laura Cattell Noll June 18, 2019

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

Alic e F e r guson F

• undation

T r ash F r e e Potomac Wate r she d

• Connect people to their local watershed
• Partner with communities to prevent litter and

cleanup the watershed

Potomac Rive r Wate r she d

T he Pr

• ble m

Be havior Change

Education (SHOW ME) Social Marketing (HELP ME) Regulation (MAKE 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

• olbox
• Annual Potomac Watershed Cleanup (Education)
• Trash Free Schools (Education)
• Litter Prevention Campaign (Social Marketing)
• Policy Solutions (Regulation)

Annual Potomac Wate r she d Cle anup

• For 31 years, AFF, partners, and

volunteers have successfully cleaned up and tracked litter

• A transformative experience for

volunteers

Annual Potomac Wate r she d Cle anup

• 150,000+ volunteers have removed more than 7 million pounds of trash

T r ash F r e e Sc hools

T r ash F r e e Sc hools

“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”

L itte r Pr e ve ntion Campaign

• A community based social marketing

campaign to change littering behavior

Community- base d Soc ial Mar ke ting

• Using traditional

marketing techniques to influence socially responsible behaviors

• Implemented on a

local scale in partnership with community members and community

• rganizations

McKenzie-Mohr, D. (2014). Fostering sustainable behavior: an introduction to community-based social

• marketing. Gabriola Island, BC: New Society .

CBSM Str ate gie s

• Commitment
• Extrinsic Rewards
• Feedback
• “How-To” Skills
• Intrinsic Rewards
• Positive Emotions
• Prompts
• Social Norms
• Stories

Chesapeake Bay Outreach Campaign Database. http://chesapeakebehaviorchange.org/

De ve lop Str ate gie s

Pilot and E valuate

0.0% 0.4% 0.8% 1.2% 1.6%

Pre Campaign Post Campaign Littering Rate

0.0% 0.4% 0.8% 1.2%

Jun-14 Dec-14 Jun-15 Dec-15 Littering Rate 40% 30%

Br

• ad Sc ale Imple me ntation

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

100 200 300 400 500 600 700 800

Plastic Bags Per Cleanup Site District of Columbia Virginia

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

2 4 6 8 10 12 14 16 18

Plastic Bags Per Volunteer District of Columbia Virginia

Laura Cattell Noll lcattellnoll@fergusonfoundation.org

T hank you!

De ve loping a Campaign

McKenzie-Mohr, D. (2014). Fostering sustainable behavior: an introduction to community-based social

• marketing. Gabriola Island, BC: New Society .

Develop Strategies Pilot and Evaluate Broad-scale Implementation Select Behavior Identify Barriers and Benefits

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.”