regional litter prevention: a campaign that works hannah...
TRANSCRIPT
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Environmental Education
on the Potomac
Regional Litter Prevention: A Campaign that Works
Hannah Seligmann6th International Marine Debris Conference
March 13, 2018
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Alice Ferguson Foundation
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Mission: To connect people to the natural world, sustainable agricultural practices, and the cultural heritage of their local watershed through education, stewardship, and advocacy.
Alice Ferguson Foundation
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Living Building Challenge Certification
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Cafritz Environmental Education Center, Accokeek Maryland
Alice Ferguson Foundation
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Trash Free Potomac Watershed Initiative
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Straw Count, Maryland
Alice Ferguson Foundation
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Community Based Social Marketing
1. Select Behavior
2. Identify Barriers and Benefits
3. Develop Strategies
4. Pilot and Evaluate
5. Broad Scale Implementation
5Alice Ferguson Foundation
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1. Select a Behavior
6Alice Ferguson Foundation
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2. Identify Barriers and Benefits
• 77% of the public do not know what happens to trash on the street.
• Though all survey respondents live within the Potomac River Watershed, 57% of them do not know that.
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Potomac River Watershed
Alice Ferguson Foundation
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Know the Audience
• 8% admit to littering
• 20% know someone who litters
• 39% see someone litter sometimes or often
• 17% of admitted litterers are under age thirty.
• 25% of all men under 30 litter food wrappers.
8Alice Ferguson Foundation
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Rationale for Littering
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If there is no trash can nearby, or the trash can is full, then leaving trash on the ground is not littering.
Once trash is on the ground, even if it just fell out of their hands, admitted litterers do not want to touch it again because they find it dirty.
People litter more in areas that have existing litter, or where they do not sense neighborhood pride or self worth.
There are places they would not litter or stop and think before littering, like the National Mall, a worship house, or school.
Alice Ferguson Foundation
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Listen to the Community
Images must feel authentic to the local audience.
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North Point High School Students, NOAA Ocean Guardian School
Alice Ferguson Foundation
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Listen to the Community
11Alice Ferguson Foundation
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3. Develop Strategies
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Steve Raabe (2014) Findings and Recommendations from Littering Focus Groups. Opinion Works.
Alice Ferguson Foundation
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Community-Based Organizing
13Alice Ferguson Foundation
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4. Pilot and Evaluate
14Alice Ferguson Foundation
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A Campaign that Works
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0.0%
0.4%
0.8%
1.2%
1.6%
PreCampaign
PostCampaign
40%
0.0%
0.4%
0.8%
1.2%
30%Litt
erin
g R
ate
Litt
erin
g R
ate
Alice Ferguson Foundation
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Community Based Social Marketing
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Develop Strategies
Pilot and Evaluate
Broad-scale ImplementationSelect Behavior
Identify Barriers and Benefits
McKenzie-Mohr, D. (2014). Fostering
sustainable behavior: an introduction to
community-based social marketing.
Gabriola Island, BC: New Society .
Alice Ferguson Foundation
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5. Broad Scale Implementation
17Alice Ferguson Foundation
People Engaged in 2017:
5,430 adults
3,468 youth (less than 18)
Material Distribution in 2017:
379 yard signs
815 reusable bags
43 litter cans
414 campaign posters
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5. Broad Scale Implementation
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BehavioralObservationSitesinWards1- 8
LegendObservationSite
0 2 4miles
Alice Ferguson Foundation
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Conclusion: Building a Movement
19Alice Ferguson Foundation