Regional Litter Prevention A Campaign that Works ...Regional Litter Prevention A Campaign that Works...

Environmental Education on the Potomac

Regional Litter Prevention A Campaign that Works

June 13, 2018 Hannah Seligmann

Stormwater + Litter Workshop

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Mission:Toconnectpeopletothenaturalworld,sustainableagriculturalprac0ces,andtheculturalheritageoftheirlocalwatershedthrougheduca0on,stewardship,andadvocacy.

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LivingBuildingChallengeCer0fica0on

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CafritzEnvironmentalEduca0onCenter,AccokeekMaryland

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TrashFreePotomacWatershedIni0a0ve

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StrawCount,Maryland

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CommunityBasedSocialMarke0ng

1.  SelectBehavior

2.Iden0fyBarriersandBenefits3.DevelopStrategies4.PilotandEvaluate5.BroadScaleImplementa0on

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1.SelectaBehavior

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2.Iden0fyBarriersandBenefits•  77%ofthepublicdonotknowwhathappenstotrashonthestreet.

•  ThoughallsurveyrespondentslivewithinthePotomacRiverWatershed,57%ofthemdonotknowthat.

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PotomacRiverWatershed

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KnowtheAudience•  8%admittoliUering•  20%knowsomeonewholiUers•  39%seesomeoneliUersome0mes

oroXen•  17%ofadmiUedliUerersare

underagethirty.•  25%ofallmenunder30li:er

foodwrappers.

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Ra0onaleforLiUering

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Ifthereisnotrashcannearby,orthetrashcanisfull,thenleavingtrashonthegroundisnotliUering.Oncetrashisontheground,evenifitjustfelloutoftheirhands,admiUedliUerersdonotwanttotouchitagainbecausetheyfinditdirty.PeopleliUermoreinareasthathaveexis0ngliUer,orwheretheydonotsenseneighborhoodprideorselfworth.ThereareplacestheywouldnotliUerorstopandthinkbeforeliUering,liketheNa0onalMall,aworshiphouse,orschool.

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ListentotheCommunity

Imagesmustfeelauthen0ctothelocalaudience.

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NorthPointHighSchoolStudents,NOAAOceanGuardianSchool

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ListentotheCommunity

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3.DevelopStrategies

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SteveRaabe(2014)FindingsandRecommenda.onsfromLi2eringFocusGroups.OpinionWorks.

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Community-BasedOrganizing

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4.PilotandEvaluate

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ACampaignthatWorks

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0.0%

0.4%

0.8%

1.2%

1.6%

PreCampaign

PostCampaign

40%

0.0%

0.4%

0.8%

1.2%

30%LiUeringRa

te

LiUeringRa

te

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CommunityBasedSocialMarke0ng

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DevelopStrategies

PilotandEvaluate

Broad-scaleImplementa0onSelectBehavior

Iden0fyBarriersandBenefits

McKenzie-Mohr, D. (2014). Fostering sustainable behavior: an introduction to community-based social marketing. Gabriola Island, BC: New Society .

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5.BroadScaleImplementa0on

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PeopleEngagedin2017:

5,430adults

3,468youth(lessthan18)

MaterialDistribu0onin2017:

379yardsigns

815reusablebags

43liUercans

414campaignposters

5.BroadScaleImplementa0on

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BehavioralObservationSitesinWards1- 8

LegendObservationSite

0 2 4miles

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Conclusion:BuildingaMovement

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Thankyou!

HannahSeligmann

hseligmann@fergusonfounda0on.org

301-292-5665