Aim:
To help people develop their green attitude
To help encourage the action of turning off engines at long stop lights
Reasoning:
The common view is that once a person knows something – like how much their car pollutes – it will change their behaviour. Unfortunately, information doesn't really change people's actions very often. In fact, it's a pretty bad behavior changer.
According to the principles of Community Based Social Marketing, a much better way to change behaviour is to change attitudes and behaviour at the same time through a small, frequent action. Once the person begins to think of themself as more of a “green” person, they'll be more likely in the future to accept more green behaviours.
The green behaviour we've chosen is turning off engines at long lights. This will help improve air quality (not much from one person, but significantly if it catches on in the city) and help people do something green nearly every day.
Method:
As a group we go to a parking lot near a large shopping district full of young people. Our demographic is university age because they're more likely to accept our program, but any age can be approached.
We approach the people as they're getting on and off their scooters. We introduce ourselves (without saying “sorry to bother you.” We never say that!) and very quickly explain our project.
**It's important to be brief, don't talk too much, people hate that, get to the point quickly**
We ask them to sign their name on our clipboard, they can add their email address if they like.
**This is important because it lets them see how many other people have participated today. That's social pressure, they don't want to be the only one who hasn't participated**
We then offer them a choice of two styles of stickers for their scooter.
**It's important to offer two different styles so that their choice is not between “yes” or “no,” but rather “Would you like this one or that one?” If you only offer a “yes” or “no” choice, it's very easy to simply choose “no” and be on your way**
Once they have chosen their style, we help them stick their stickers (one beside the ignition and one on the back), but cleaning the areas with our spray bottles and rags.
**It's very important to help them put on the stickers so that we know it's on. If they say “I'll to it myself later, chances are they won't and you've just wasted a sticker. Better to do it yourself or not at all so you're not wasting materials**
**It's also important to clean the area you're sticking it on so that it won't fall off easily**
Thank the person, take a picture if they'll let you and move on.
Later on, you can send email updates about your project to the people who left their email address. It's a good reminder to keep doing what they're doing and it let's them know that they helped you become successful.
A couple of key talking points:
- First ask “do you believe protecting the environment is important?”
We ask this because almost no one will disagree. This makes it more likely they will participate.
- Second ask “did you know that you can save money by turning off your engine for 10 seconds or more at stop lights?”
This appeals to the pragmatic person, saving money is always a good thing. We always need to give more reasons for people to go green than simply “you should do it for your children.” That's important, but it doesn't motivate every day actions.
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