Change from a Practical Perspective Change from a Practical - PowerPoint PPT Presentation

Change from a Practical Perspective Change from a Practical Perspective Change from a Practical Perspective Change from a Practical Perspective Hugh Tyrrell & Sheryl Ozinsky Hugh Tyrrell & Sheryl Ozinsky Hugh Tyrrell & Sheryl Ozinsky Hugh Tyrrell & Sheryl Ozinsky

Communication & Communication & Communication & Communication & Behaviour Change Behaviour Change – – some home truths some home truths Behaviour Change Behaviour Change – – some home truths some home truths • Awareness and information isn Awareness and information isn’ ’t enough to t enough to Awareness and information isn Awareness and information isn ’ ’ t enough to t enough to change behaviour change behaviour change behaviour change behaviour.

Communication & Communication & Communication & Communication & Behaviour Change Behaviour Change – – some home truths some home truths Behaviour Change Behaviour Change – – some home truths some 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 identity that fits their own worldview and personal identity that fits their own worldview and personal identity that fits their own worldview and personal identity

Communication & Communication & Communication & Communication & Behaviour Change – Behaviour Change Behaviour Change Behaviour Change – some home truths – – some home truths some home truths some home truths • 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 norms – social norms – – social norms social norms

How social change happens How social change happens How social change happens How social change happens Population / Market Size Tipping point Tipping point Tipping point Tipping point Evert Rogers Technology Adoption Curve Time Duration >

Practical Context: Practical Context: Practical Context: Practical Context: Municipal Two Municipal Two- Municipal Two Municipal Two -bag - - bag bag bag ‘ ‘Wet/Dry ‘ ‘ Wet/Dry Wet/Dry Wet/Dry’ ’ ’ ’ Recycling System Recycling System Recycling System Recycling System 1. Householders in an area/suburb are given a clear bag to fill weekly with dry recyclables (glass, plastic paper, tins) and to put out on same day as black bag. 2. Clear bags are collected separately by recycling contractor 3. Recyclables are taken to a Materials Recovery facility for sorting, baling and selling on. NB: Penalties for recycling contractors if participation is below 50%

Phases of Phases of Phases of Phases of Recycling Behaviour Change Recycling Behaviour Change Recycling Behaviour Change Recycling Behaviour Change Medium Greens Medium Greens Medium Greens Medium Greens Deep Greens Deep Greens Deep Greens Deep Greens- - - - Laggards Laggards Laggards Laggards Light Greens Light Greens Light Greens Light Greens 20% 20% 10% 10% 20% 20% 10% 10% Make it Make it Make it Make it Ready & waiting Ready & waiting I ’ ll do it if I I I ll do it if ll do it if ll do it if 35% 35% 35% 35% Ready & waiting Ready & waiting Show me it’ Show me it ’s s Show me it Show me it ’ ’ s s Positive Positive Positive Positive Social Norm Social Norm Social Norm Social Norm easy for me easy for me easy for me easy for me everyone else is everyone else is Convenience Convenience Convenience Convenience everyone else is everyone else is working working working working feedback feedback feedback feedback 15% 15% 15% 15%

Investing resources to promote behaviour change Investing resources to promote behaviour change Investing resources to promote behaviour change Investing resources to promote behaviour change Participation rate Quantity/ Rands Tipping point Resources/Budget Resources/Budget Resources/Budget Resources/Budget Time >

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Results City of Cape Town – Think Twice Programme Atlantic West Coast Suburbs - Nov 07 to June 08 Average participation of 11 000 households reaches 65% within 8 months Atlantic 281 S Tender Avg Mnth 8 Mnth Total % Participtn (kg) (kg) Nov 07 - June 08 25,269 202,150 75.75% Melkbosstrand 21,631 173,050 43.40% Parklands 48,991 391,926 87.38% Pinelands 25,519 204,153 54.08% Blouberg Strand 121,410 971,279 65.15% 11000 colltns Totals

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 Deep South Recyclables 140 120 100 80 Tons / Percentage Tons pm 60 % Participation 40 20 0 Mar Apr May Jun Jul Aug Sept Oct Months Average household participation rate reaches 80% by March 2010 (year)

Some principles for Some principles for Some principles for Some principles for community- community -based behaviour change based behaviour change community community - - based behaviour change based behaviour change communications communications communications communications 1. Make infrastructure system simple and convenient 1. Make infrastructure system simple and convenient 1. Make infrastructure system simple and convenient 1. Make infrastructure system simple and convenient 2. Research barriers and drivers to change 2. Research barriers and drivers to change 2. Research barriers and drivers to change 2. Research barriers and drivers to change 3. Big bang in local media and communications 3. Big bang in local media and communications 3. Big bang in local media and communications 3. Big bang in local media and communications 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 positive 5. Ongoing positive feedback 5. Ongoing positive 5. Ongoing positive feedback feedback feedback Aim Aim Aim: Make desired behaviour the social norm : Aim : Make desired behaviour the social norm : : Make desired behaviour the social norm : : Make desired behaviour the social norm : - ‘ - - - ‘ ‘ ‘ it it it’ it ’ ’ ’s what we do around here s what we do around here s what we do around here s what we do around here’ ’ ’ ’

Resources and References Resources and References Resources and References Resources and References ‘Fostering Sustainable Behaviour’ - Douglas Mackenzie-Moore www.cbsm.com www.cbsm.com www.cbsm.com www.cbsm.com Social Marketing: Influencing behaviours for good’ - Nancy Lee & Philip Kotler (Sage) Awake Awake - psychology-based tools and services Awake Awake develop cultures of sustainability. www.awake.com.au www.awake.com.au www.awake.com.au www.awake.com.au

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