Change from a Practical PerspectiveChange from a Practical PerspectiveChange from a Practical PerspectiveChange from a Practical PerspectiveHugh Tyrrell & Sheryl OzinskyHugh Tyrrell & Sheryl OzinskyHugh Tyrrell & Sheryl OzinskyHugh Tyrrell & Sheryl Ozinsky

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

• Awareness and information isnAwareness and information isnAwareness and information isnAwareness and information isn’’’’t enough to t enough to t enough to t enough to change behaviourchange behaviourchange behaviourchange behaviour.

Communication & Communication & Communication & Communication & Behaviour Change Behaviour Change Behaviour Change Behaviour Change –––– some home truthssome home truthssome home truthssome 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 identitythat fits their own worldview and personal identitythat fits their own worldview and personal identitythat 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 normssocial normssocial normssocial norms

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

Popu

latio

n /

Mar

ket S

ize

Time Duration >

Evert Rogers Technology Adoption Curve

Tipping pointTipping pointTipping pointTipping point

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

2. Clear bags are collected separately by recycling

contractor

1. Householders in an area/suburb are given a cle ar 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 TwoMunicipal TwoMunicipal TwoMunicipal Two----bag bag bag bag ‘‘‘‘Wet/DryWet/DryWet/DryWet/Dry’’’’ Recycling SystemRecycling SystemRecycling SystemRecycling System

NB: Penalties for recycling contractorsif participation is below 50%

Deep GreensDeep GreensDeep GreensDeep Greens----Ready & waitingReady & waitingReady & waitingReady & waiting

15%15%15%15%

Medium GreensMedium GreensMedium GreensMedium GreensMake it Make it Make it Make it

easy for meeasy for meeasy for meeasy for me

Light GreensLight GreensLight GreensLight GreensShow me itShow me itShow me itShow me it’’’’s s s s

workingworkingworkingworking

LaggardsLaggardsLaggardsLaggardsIIII’ ll do it if ll do it if ll do it if ll do it if

everyone else iseveryone else iseveryone else iseveryone else is35%35%35%35%

ConvenienceConvenienceConvenienceConvenience20%20%20%20%

Positive Positive Positive Positive feedbackfeedbackfeedbackfeedback

10%10%10%10%Social NormSocial NormSocial NormSocial Norm

Phases ofPhases ofPhases ofPhases ofRecycling Behaviour ChangeRecycling Behaviour ChangeRecycling Behaviour ChangeRecycling Behaviour Change

Participation rate

Resources/BudgetResources/BudgetResources/BudgetResources/Budget

Time >

Qua

ntity

/ Ran

ds

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

Tipping point

Residential At-Source Recycling

Pre-Launch Material

Street pole posters

Website

InfoLeaflets

StarterPacks

Fridge Reminders

Pre-Launch Advertisements in local media

Ongoing PostOngoing PostOngoing PostOngoing Post----Launch FeedbackLaunch FeedbackLaunch FeedbackLaunch Feedback

Ongoing Positive Feedback

Bumper Stickers Wheelie Bin Stickers

Recycling ‘Ambassadors’ Support

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

0

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 communitycommunitycommunitycommunity----based behaviour changebased behaviour changebased behaviour changebased behaviour change

communicationscommunicationscommunicationscommunications

AimAimAimAim: Make desired behaviour the social norm : : Make desired behaviour the social norm : : Make desired behaviour the social norm : : Make desired behaviour the social norm : ---- ‘‘‘‘ itititit’’’’s what we do around heres what we do around heres what we do around heres what we do around here’’’’

1. Make infrastructure system simple and convenient1. Make infrastructure system simple and convenient1. Make infrastructure system simple and convenient1. Make infrastructure system simple and convenient

2. Research barriers and drivers to change2. Research barriers and drivers to change2. Research barriers and drivers to change2. 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 positive5. Ongoing positive5. Ongoing positive5. Ongoing positive feedbackfeedbackfeedbackfeedback

3. Big bang in local media and communications3. Big bang in local media and communications3. Big bang in local media and communications3. Big bang in local media and communications

Resources and ReferencesResources and ReferencesResources and ReferencesResources and References

www.cbsm.comwww.cbsm.comwww.cbsm.comwww.cbsm.com

AwakeAwakeAwakeAwake - psychology-based tools and services develop cultures of sustainability.

www.awake.com.auwww.awake.com.auwww.awake.com.auwww.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

Making environmental change easier for companies and communitiesMaking environmental change easier for companies and communitiesMaking environmental change easier for companies and communitiesMaking environmental change easier for companies and communities....