SUSTAINABILITY AWARENESS AND ACTION: BEST PRACTICES AND KEY LESSONS
Authors: Junxion Strategy Inc. and Ethos JWT
Environment Canada and the Vancouver Organizing Committee for
the 2010 Olympic and Paralympic Winter Games (VANOC) commissioned
Junxion and Ethos JWT to conduct a literature review of online
articles and reports on social marketing used to advance
sustainable choices and living, and to research success factors of
social marketing campaigns. The goal of the research was to
understand success conditions for the design, launch and
maintenance of effective social marketing programs that engaged
audiences on sustainability behaviours.
Key lessons from the literature review of 19 social marketing reports include:
Key lessons from the literature review of 19 social marketing reports include:
Individual sustainable behaviour change is best promoted
through group engagement.
There is significant evidence in the literature relating to the power of groups to engage people and change behaviour through promoting shifts in social norms; helping model appropriate behaviours through “key influencers” (leaders); creating a sense of competence through collaboration; and creating new habits and behaviours that will help lead to new attitudes.
There is significant evidence in the literature relating to the power of groups to engage people and change behaviour through promoting shifts in social norms; helping model appropriate behaviours through “key influencers” (leaders); creating a sense of competence through collaboration; and creating new habits and behaviours that will help lead to new attitudes.
Decisions about what behaviours are to be targeted are best
made at the local level.
Initial actions should be tailored to the most accessible first steps in any given location/situation, and instil a track record of relatively easy early gains. The literature’s conclusion that small behavioural steps can help lead to more comprehensive behavioural adoption points in this direction.
Initial actions should be tailored to the most accessible first steps in any given location/situation, and instil a track record of relatively easy early gains. The literature’s conclusion that small behavioural steps can help lead to more comprehensive behavioural adoption points in this direction.
Engagement themes must transcend technical and
transactional detail.
Sustainability must be defined in terms of “quality of life for all” and “higher order team virtues” such as leadership, good management, efficiency and taking care of our home. Language must be designed to empower, inspire and lead.
Sustainability must be defined in terms of “quality of life for all” and “higher order team virtues” such as leadership, good management, efficiency and taking care of our home. Language must be designed to empower, inspire and lead.
Arts and culture engagements have a role to play within
sustainability initiatives.
A true shift to sustainability requires engaging the soul of the population. Artists, storytellers and iconic cultural leaders can help lead the way.
The authors also studied 11 national and international social marketing initiatives, including:
A true shift to sustainability requires engaging the soul of the population. Artists, storytellers and iconic cultural leaders can help lead the way.
The authors also studied 11 national and international social marketing initiatives, including:
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Blue Box Recycling Program
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CIBC “Run for the Cure”
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Danone Nations Cup
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Dove Self-Esteem Fund
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Hairdressers of the World Against AIDS
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“Idle Free” Anti-Idling Campaign
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Make Poverty History
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1% for the Planet
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ParticipACTION
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Red Ribbon Campaign
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That’s the Way to Do It. Sustainably. (“Das bringt’s. Nachhaltige.”)
Key conclusions included:
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Stay focused on a single, doable behaviour.
By understanding the motivators, enablers and barriers of that single behaviour, there is a greater likelihood of creating change. -
Understand what matters to the target audience.
Based on clear insights into the audience, a social marketing program can successfully define its focus, messaging and delivery tactics. -
A partnership model brings strength and reach.
Several of the case studies demonstrate successful models that draw on the competencies, reach and credibility of multiple partners from government, business and non-profit sectors. -
Employees and stakeholders are important resources.
Genuine employee and stakeholder engagement can build momentum within, as well as outside, an organization. Employees and stakeholders are the untapped ambassadors who can drive awareness, excitement and participation. -
Celebrities can bring profile and credibility.
Where the right celebrities have been chosen to resonate with the key audiences and program goals, those celebrities can bring valuable profile and credibility. -
Children and youth are effective key influencers.
Several of the case studies have successfully used children and youth as a strategic gateway to behaviour change. -
Symbols provide powerful communications tools.
A single symbol, imbued with meaning, can communicate a wealth of information. Symbols can be used as badges that indicate a commitment to a desired behaviour or as a signal to prompt or reinforce a desired behaviour. -
Consistent branding breaks through the clutter.
In a world where the average citizen is bombarded by messages and advertising every day, strong, consistent branding and messaging are essential ingredients to social marketing campaigns. -
Audiences need to understand the relative advantage of new behaviours.
New behaviours or attitudes have to be positioned in a way that makes them intriguing and more appealing than the status quo. The objective is to demonstrate the benefits of the new behaviour and reduce barriers to adopting it. -
Emerging tools can be effective.
New online tools are being used effectively to amplify the outcomes of social marketing programs.
For a copy of the study visit the Junxion Strategy Inc. website
at:
http://www.junxionstrategy.com
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