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Environmental Education on the Potomac
Regional Litter Prevention A Campaign that Works
June 13, 2018 Hannah Seligmann
Stormwater + Litter Workshop
AliceFergusonFounda0on
2
Mission:Toconnectpeopletothenaturalworld,sustainableagriculturalprac0ces,andtheculturalheritageoftheirlocalwatershedthrougheduca0on,stewardship,andadvocacy.
AliceFergusonFounda2on
LivingBuildingChallengeCer0fica0on
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CafritzEnvironmentalEduca0onCenter,AccokeekMaryland
AliceFergusonFounda2on
TrashFreePotomacWatershedIni0a0ve
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StrawCount,Maryland
AliceFergusonFounda2on
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
AliceFergusonFounda2on
KnowtheAudience• 8%admittoliUering• 20%knowsomeonewholiUers• 39%seesomeoneliUersome0mes
oroXen• 17%ofadmiUedliUerersare
underagethirty.• 25%ofallmenunder30li:er
foodwrappers.
8AliceFergusonFounda2on
Ra0onaleforLiUering
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Ifthereisnotrashcannearby,orthetrashcanisfull,thenleavingtrashonthegroundisnotliUering.Oncetrashisontheground,evenifitjustfelloutoftheirhands,admiUedliUerersdonotwanttotouchitagainbecausetheyfinditdirty.PeopleliUermoreinareasthathaveexis0ngliUer,orwheretheydonotsenseneighborhoodprideorselfworth.ThereareplacestheywouldnotliUerorstopandthinkbeforeliUering,liketheNa0onalMall,aworshiphouse,orschool.
AliceFergusonFounda2on
ListentotheCommunity
Imagesmustfeelauthen0ctothelocalaudience.
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NorthPointHighSchoolStudents,NOAAOceanGuardianSchool
AliceFergusonFounda2on
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
AliceFergusonFounda2on
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 .
AliceFergusonFounda2on
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
AliceFergusonFounda2on
Conclusion:BuildingaMovement
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