Languages
Pages
Legal
Don’t Be Crabby, Turn Off Your Lights:Changing Behavior Through Social Marketing
Megan GreenMecklenburg County
Land Use and Environmental Services AgencyAir Quality Division
Behavior Change is Possible
Pre-CampaignJan. 2011
Post-CampaignMay 2011
Follow-upJune 2011
Follow-up Dec. 2011
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
64%
90%
80%
90%
Audit Results, Building-wide
Perc
enta
ge o
f Lig
hts
Turn
ed
Off
Project Origins
Project Origins
CBSM Steps
• Narrow the Scope• Uncover Benefits and Barriers• Conduct a Baseline Audit• Develop a Campaign• Test/Pilot the Campaign• Roll-out the Campaign• Evaluate
Narrow the Scope
Target Audience:• County Employees
who work at HMC
Target Behavior:• Turning off the
lights
Uncovering Benefits and Barriers:Literature Review
Comparative feedback can
encourage formation of
social/personal norm (Siero 1996)
Programs tailored to target audience are more effective
(Daamon 2001)
Misplaced incentive: when participants
don’t directly benefit from action
(Brown 2008)
Uncovering Benefits and Barriers:Survey
Why DO you turn off lights?
1. Turn lights off out of habit. (75%)
2. It is common office practice to turn off lights at the end of the day. (65%)
Uncovering Benefits and Barriers:Survey
Why DON’T you turn off lights?
1. Someone else will turn off the lights after hours. (30%)
2. A dark workspace sends the message: “I’m not working.” (25%)
Baseline Audit
Actual photo from
Audit
Develop a Campaign
1. Increase the number of lights being turned off in unoccupied workspaces during business hours; and
2. Increase the number common area lights being turned off at the end of the day (especially over cubicles and in hallways and copy rooms).
Phase One: CRAB, You’re It!
DON’T BE “CRABBY;” TURN OFF YOUR LIGHTS!
Phase One: CRAB, You’re It!
CBSM strategies incorporated into phase one :• Make the source of your message close to
your audience• Actively involve the target audience in
achieving the goal• Use noticeable prompts• Make “Social Norms” visible
Phase Two: Adopt-A-Light
Phase Two: Adopt-A-Light
CBSM strategies incorporated into phase two:• Seek public, written commitments• Use noticeable prompts• Actively involve the target audience in
achieving the goal• Provide incentives
Pilot the Campaign
CRAB You’re It!
Roll-out the Campaign
Embrace the Unexpected
Campaign Results
Campaign Results
Final Thoughts
• CBSM works! but the process is lengthy.• Target audience survey refined the literature
review.• Focus group feedback is essential.• Management support promotes participation.• Make campaigns as personal or grass-roots as
possible.
Happy Crabbing!
Megan GreenMecklenburg County
Land Use and Environmental Services AgencyAir Quality Division
Top Related