UBC Sustainability - Reducing Red Meat Consumption on Campus
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Transcript of UBC Sustainability - Reducing Red Meat Consumption on Campus
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UBC SUSTAINABILITY Climate Food Action Plan COMM 486F – Sustainability Marketing
Jessica, Kelly, David, Margarita, & Eryka
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Project Overview
Addresses how food contributes to UBC’s GHG footprint.
First initiatives to quantify the GHG impact of food on campus was made by SEEDS.
In partnership with UBC Food System Project.
UBC is regarded as one of the most sustainable post secondary institutions in the world.
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Project Overview REDUCING RED MEAT CONSUMPTION ON CAMPUS
• Red meat has the highest GHG emissions per kg of food and is known as a HIGH CARBON EMMISSIONS FOOD.
FOOD (pesticides, water, fossil fuels)
WATER (consumption, transport)
TRANSPORTING (fossil fuel use, GHG)
METHANE GAS (GHG emissions)
PROCESSING (GHG emissions, fossil fuel use)
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Current Market SNAPSHOT! SUSTAINABILITY AT UNIVERSITIES • Prominent at North American Universities • Less prominent in Europe • Why? Open minded people, innovation, aware of issues
FOOD SUSTAINABILITY AT UNIVERSITIES • Current initiatives non-‐GMO, local, organics, animal welfare
CURRENT UNIVERSITY INITATIVES • Meatless Monday – 129 schools globally • Veguary – Middlebury College • Mushroom Council – University of Massachusetts Amherst • Red Meat Parody Flyer -‐ McMaster
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• Lowering red meat consumption vs. obstacles to getting the UBC community to do so.
Situation Analysis
S W O T
INTERNAL
Strengths (Build and enhance)
Weaknesses (resolve and reduce)
EXTERNAL
Opportunities (Exploit and expand)
Threats (avoid and thwart)
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Situation Analysis
STRENGTHS
• Feel good doing it • Intrinsic motivation
• Lots of options on campus
WEAKNESSES
OPPORTUNITIES THREATS
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Situation Analysis
STRENGTHS WEAKNESSES
• Not always convenient
• Not always cost-‐effective
• Not always aware
OPPORTUNITIES THREATS
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Situation Analysis
STRENGTHS WEAKNESSES
OPPORTUNITIES • Growing awareness • Trend towards “superfoods”
• Health concern on the rise • Sustainability concern rising
THREATS
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Situation Analysis
STRENGTHS WEAKNESSES
OPPORTUNITIES THREATS
• Increasing academic workload
• Social media slacktivism
• Other causes stealing attention
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Situation Analysis
STRENGTHS
• Feel good doing it • Intrinsic motivation
• Lots of options on campus
WEAKNESSES
• Not always convenient
• Not always cost-‐effective
• Not always aware
OPPORTUNITIES • Growing awareness • Trend towards “superfoods”
• Health concern on the rise • Sustainability concern rising
THREATS
• Increasing academic workload
• Social media slacktivism
• Other causes stealing attention
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Problem Definition & Goals
DECREASE GHG EMMISSIONS ON CAMPUS CAUSED BY RED MEAT CONSUMPTION BY 5%*
Develop overall communication strategies and
tactics
Increase awareness and participation in
the cause
Understand current
consumer behaviours and
attitudes
Therefore promoting alternatives!
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Customer Analysis METHODOLOGY – Online Survey
Total Survey Respondents: 264 69% Female 31% Male
Distributed via UBC Sustainability, AMS, Faculty Governments, and others.
0%
5%
10%
15%
20%
25%
30%
STATUS OF RESPONDENTS
24%
17%
7% 27%
2%
16%
1%
4% 4%
FACULTY OF RESPONDENTS
Arts Science Engineering
Commerce Kineseology Land and Food Systems
Forrestry Staff (No Faculty) Other
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Customer Analysis
Most common sources of food are the SUB (Honor Roll and Delly), and Food Service Outlets.
Convenience (34%) and Price (30%) are the most important selection criteria for where to eat.
Customers like Turkey Sandwich (29%) and Vegetable soup (17%). No one wanted burgers (7%)!
KEY FINDINGS
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Customer Analysis KEY FINDINGS
Very few people eat less red meat to be sustainable. Only 5.5% of respondents against red meat for environmental reasons.
Consumers knew beef has the highest carbon footprint. They overestimated the carbon footprint of chicken but underestimated the footprint of pork.
72% of respondents said that being informed of the environmental footprint would affect their purchasing behavior.
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Customer Analysis
The All-‐Star Concerned with muscle recovery and being full.
The Granola Goes out of their way to make sustainable choices.
The Busy Bee The student that Does. It. All. Without a moment to spare.
The Beauty Queen Concerned with looking their best and being their best at all times.
SEGMENTATION
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Customer Analysis SEGMENTATION – THE ALL-‐STAR
Ben Chow
- Varsity Athlete, National Team - >3hrs of physical activity daily - Hunger cannot be satisfied - Favorite food on campus includes
Tim Hortons and Triple O’s The All-‐Star Concerned with muscle recovery and being full.
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Customer Analysis SEGMENTATION – THE GRANOLA
The Granola Goes out of their way to make sustainable choices.
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Customer Analysis SEGMENTATION – THE BUSY BEE
Geoff Lister
- The Ubyssey Editor - High academic performer in
marketing (group projects!) - Founder of photography company - Favorite food location on campus
is the one that’s closest!
The Busy Bee The student that Does. It. All. Without a moment to spare.
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Customer Analysis SEGMENTATION – THE BEAUTY QUEEN
KLARA BRULHART
- Second year Arts student - Professional model - Loves going out with her friends! - Favorite food locations on campus
include Honor Roll, and UBC Food Services Outlets
The Beauty Queen Concerned with looking and being their best at all times.
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Strategies & Tactics Objec
tive
: Red
uce Re
d Mea
t Co
nsum
ption on
Cam
pus
Strategy 1: Educate and create awareness
Tactic 1.1: Jump on #therippleeffect
Tactic 1.2: Create #whatthecow microsite
Tactic 1.3: Giant cow guerilla marketing stunt
Tactic 1.4: UBC events partnership (Imagine Day BBQ)
Strategy 2: Change Behavior
Tactic 2.1: Embrace and support Meatless Monday
Tactic 2.2: First year residence gamification
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Strategies & Tactics Objec
tive
: Red
uce Re
d Mea
t Co
nsum
ption on
Cam
pus
Strategy 1: Educate and create awareness
Tactic 1.1: Jump on #therippleeffect
Tactic 1.2: Create #whatthecow microsite
Tactic 1.3: Giant cow guerilla marketing stunt
Tactic 1.4: UBC events partnership (Imagine Day BBQ)
Strategy 2: Change Behavior
Tactic 2.1: Embrace and support Meatless Monday
Tactic 2.2: First year residence gamification
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Strategy 1: Tactic 1 JUMP ON THE #RippleEffectUBC BANDWAGON
WHY JOIN THEM? • Join the UBC’s sustainability HUB • … and build on it! • More efficient and effective than lone
initiative • Aligns with other issues • Ripple Lab will engage some members of the
UBC community • Website and workshop infrastructure already
developed
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Strategy 1: Tactic 2 CREATE A #WHATTHECOW MICROSITE
WHY THE MICROSITE?
• Provide a common portal that has
more information about red meat
consumption and it’s impact on the
environment
• Feature current marketing campaigns
• Stimulate excitement and interest
• Promote catchy name
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Strategy 1: Tactic 2 CREATE A #WHATTHECOW WEBSITE
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Strategy 1: Tactic 3 GUERILLA MARKETING STUNT #whatthecow
#whythecow?
• Attract press and media attention (i.e. UBC engineers) • Attention grabbing, novel, exciting…. weird! • Be vague to stimulate curiosity and investigation!
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Strategy 1: Tactic 3 GUERILLA MARKETING STUNT #whatthecow
MACINNES FIELD
UBC FOUNTAIN
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Strategy 1: Tactic 4 PARTNER WITH UBC FREE FACULTY BBQS
WHY THE BBQ?
• Make it clear that we are serving this BBQ to welcome you and FOR A CAUSE • Hand out brochures, display posters, talk to students, and use #whatthecow • Event would attract a traffic-‐ free food=lots of students • Target “keen bean” 1st years; change behaviours ASAP in their UBC
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Strategies & Tactics Objec
tive
: Red
uce Re
d Mea
t Co
nsum
ption on
Cam
pus
Strategy 1: Educate and create awareness
Tactic 1.1: Jump on #therippleeffect
Tactic 1.2: Create #whatthecow microsite
Tactic 1.3: Giant cow guerilla marketing stunt
Tactic 1.4: UBC events partnership (Imagine Day BBQ)
Strategy 2: Change Behavior
Tactic 2.1: Embrace and support Meatless Monday
Tactic 2.2: First year residence gamification
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Strategy 2: Tactic 1 EMBRACE MEATLESS MONDAY
Why Meatless Monday?
The city of Vancouver is a leader in this movement
Meatless Monday values and goals aligns with those of UBC Sustainability
Already familiar among Gen Y’sà easier to communicate social action
Become the fist University in Western Canada to join this global movement
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Strategy 2: Tactic 1 EMBRACE MEATLESS MONDAY
Meatless Monday “specials” at UBC
food Service Locations
Remind and reinforce behavior through a witty communication
campaign
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Strategy 2: Tactic 1 FOOD SPECIALS ON MEATLESS MONDAY
• Plant-‐based or other protein options become more attractive as students are highly influenced by promotions.
AFFORDIBILITY
• This switch in behavior is equally accessible for any student no matter his/her location on campus.
CONVENIENCE
This promotion addresses the two major factors affecting food purchases on campus:
STUDENT NEEDS MET = é PROBABILITY BEHVIOUR CHANGE
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Strategy 2: Tactic 1 BEHAVIOR CHANGE à REMIND, REINFORCE
Post informative facts about meat consumption in key locations around campus
Variation of messages to appeal to different consumer segments
In Line with Guerilla Marketing:
Napkins
Coffee sleeves
Bathroom posters
Posters
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Busy Bee, or Granola
Busy Bee, or Granola
Athlete, Beauty Queen
Busy Bee, Granola
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Granola
Athletes (male), Busy Bee
Beauty Queen
Busy Bee, Granola
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Strategy 2: Tactic 2 GAMIFICATION FOR 1ST YEARS
Engage first year students living on campus (Vanier &Totem) to reduce meat consumption in a fun way!
Why 1st Years Living in Res?
• Promote long-‐lasting behavior change as developing a new lifestyle
• First year students can make a BIG difference (on campus eating!)
• Exploit the Vanier – Totem rivalry to promote change
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Strategy 2: Tactic 2 GAMIFICATION FOR 1ST YEARS
All completed cards go into a clear cow bin at each residence. The residence with the most
completed cards wins a PRIZE!
10 Stamps = 1 Free Entree
1 Meatless Entree = 1 Stamp
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Strategies & Tactics Objec
tive
: Red
uce Re
d Mea
t Co
nsum
ption on
Cam
pus
Strategy 1: Educate and create awareness
Tactic 1.1: Jump on #therippleeffect
Tactic 1.2: Create #whatthecow microsite
Tactic 1.3: Giant cow guerilla marketing stunt
Tactic 1.4: UBC events partnership (Imagine Day BBQ)
Strategy 2: Change Behavior
Tactic 2.1: Embrace and support Meatless Monday
Tactic 2.2: First year residence gamification
![Page 38: UBC Sustainability - Reducing Red Meat Consumption on Campus](https://reader030.fdocuments.us/reader030/viewer/2022032421/55a8462b1a28ab45798b4671/html5/thumbnails/38.jpg)
Implementation June 2014 – May 2015
STRATEGY 1
TACTIC START DATE
#RippleEffectUBC Integration May 2014
Develop Microsite May 2014
#whatthecow Guerilla Marketing September 2014
Back to School BBQs September 2014
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Implementation June 2014 – May 2015
STRATEGY 2
TACTIC START DATE
Meatless Monday • Menu Specials
• Promote via Napkins
• Promote via Posters
• Promote via Coffee Sleeves
• Promote via Bathroom Doors
September 2014 • September 2014
• September 2014
• October 2014
• Midterms / Exams
• November 2014 / April
Gamification in Residence (pilot) March 2015
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Strategies & Tactics Objec
tive
: Red
uce Re
d Mea
t Co
nsum
ption on
Cam
pus
Strategy 1: Educate and create awareness
Tactic 1.1: Jump on #therippleeffect
Tactic 1.2: Create #whatthecow microsite
Tactic 1.3: Giant cow guerilla marketing stunt
Tactic 1.4: UBC events partnership (Imagine Day BBQ)
Strategy 2: Change Behavior
Tactic 2.1: Embrace and support Meatless Monday
Tactic 2.2: First year residence gamification
![Page 41: UBC Sustainability - Reducing Red Meat Consumption on Campus](https://reader030.fdocuments.us/reader030/viewer/2022032421/55a8462b1a28ab45798b4671/html5/thumbnails/41.jpg)
Thank you. Questions. Comments. Ideas.