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Designing and Implementing a Multi-Part
Campaign to Promote Sustainable Behavior
Megan Zanella-LitkeSustainability Coordinator
University of Richmond
Agenda
• Creating a concept
• The planning process
• Marketing, communications, and events
• Evaluating
• Moving forward
The Concept
• Initial Meeting• Sustainability
• Communications
• Student representatives
• Goals• Increase visibility of
sustainability efforts
• Make “being sustainable” achievable
• Make it fun and have a cool t-shirt
• Target Behavior Change• “Fostering Sustainable
Behavior”
• Behaviors that would impact UR’s GHG calculations
• Behaviors that had a high chance of success
• Focused
• Connect with existing events
Stakeholders
Target Audience
• Faculty, Staff, Students
• Balance between a focused message and multiple audiences
Partners
• Enthusiastic and committed
• Resources
• High visibility
• New connections
• Potential for additional partnerships
Drive-by Focus Group
• Groups of 2 students stopped other students to ask questions and establish a baseline for awareness
• Questions included:• On a scale of 1-10, how important do you feel
environmental issues are?• What environmental issues do you feel are
most important?• What campus programs related to
sustainability or environmental awareness are you aware of?
Narrowing the Focus
• September: Transportation
• October: Water
• November: Food
• February: Energy
• February/March: Recycling
• April: Celebration
Creating a Brand• Theme creation by
communications
• Program approval from students
• Presented to Sustainability Working Group, partner offices
Monthly Communications
• Web updates
• Spiderbyte
• School Newspaper
• Digital Signage
• Social Media
• Monthly Newsletter
• Events
Transportation
• Partnership with our transportation office, Ridefinders, GRTC
• Event: Transportation Days• Buses and Zipcar onsite
• Games
• Commitments
• Giveaways
Beyond the Event
• Signage near the shuttle stops with shuttle information
• Signage near prime traffic areas with walking information
Water
• Event• Focus on global water
use and scarcity
• Information on Richmond’s local water cycle and system
• Distributed shower hangers reminding people to take shorter showers
Food
• Focus on food waste
• Students ran tables at the entrance to the dining hall
• Dining hall events focused on “Live Well, Dine Green” theme and combined healthy eating with sustainable food choices
Food
Events
• Local apples
• Local peanuts
• Sustainable seafood
• Partnership with vendors on sustainable packaging
Mid-year Evaluation
• Drive-by Focus Group
• Problems identified in November• Many students
recognized the brand, but didn’t know what to associate it with
• Students wanted more online messaging and more classroom involvement
Eco-Olympics Kick Off
• Utilized a high-traffic space
• Raffle for prizes to anyone who signed a commitment that day
• Signs explained the two competitions
• Student volunteers ready to answer questions
Recycling:RecycleMania
• Coincided with the University’s shift to single stream recycling and expansion of recycling capacity
• Signage on recycling bins ties to campaign but will live beyond this year
Evaluation
• Transportation• Number of bus passes
distributed
• Shuttle bus riders
• Use of Zipcar
• Water• One meter for the
campus
• Counted number of student commitments related to water
• Food• Dining services began
regular inclusion of sustainability in events
• Incorporated sustainability logo into their green events
• Increase in local and sustainable food purchases
Evaluation
RVA - CCN
• Two competitions• On-campus apartments
• Residence halls
• Real-time monitors in halls, students read meters weekly at apartments
• Greater participation at apartments
RecycleMania
• Recycling numbers had fallen over the last year
• Weekly recycling doubled when messaging and new recycling system were released
April
• Still to come… Earth Day waste audit and celebration
• Trees with commitment leaves
• Recycling corn hole
• Final figures
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