Clean land, safe water, healthy lives. Promoting a Trash Free Potomac

Background In 2005, the Alice Ferguson Foundation (AFF) created the Trash Free Potomac Watershed Initiative (TFPWI) to address the growing trash problem in our region by: encouraging collaboration among regional leadership exploring alternative, innovative, cost-effective solutions with long term impact; and increasing public awareness

To combat the severe problem with trash in the Potomac Watershed, The Alice Ferguson Foundation and local jurisdictions are embarking upon a public education campaign to raise public awareness and bring a stop to litter so that we may have clean land, safe water and healthy lives.

Change individual behavior to stop the flow of trash at its source Campaign Objectives Change attitudes Change individual behavior to stop the flow of trash at its source A trash free Potomac by 2013

Target Audiences* Group 1 (Trashers) Group 2 (Not really’s) Gross trashers Micro trashers Group 2 (Not really’s) Reformed trashers Trasher tolerant Group 3 (Core believers) Militant non-trashers * Source: http://www.dontmesswithtexas.org/research-1998-la-study.php

Research Methodology To obtain the most complete picture, AFF engaged individuals from target audiences: watershed-wide phone survey and focus groups (2008) Potomac Watershed Trash Summit – October 28, 2009 one-on-one stakeholder interviews one-on-one media interviews focus groups with trashers Washington, DC/U St: (December 1, 2010) Hagerstown, MD: (November 30, 2010) Gaithersburg, MD (March 6, 2010) Springfield, VA: (March 6, 2010) Northeast DC/Deanwood: (April 20, 2010) one-on-one in-depth interviews with psychologist 9 trashers: November 5, 2010 5 trashers from 3 regions: April 26, 2010

What We Learned: Phone Survey A Public Campaign is Needed: There is a strong will to address the problem… 63% bothered “a lot” by litter 66% want the public sector to commit more resources to the problem 84% believe individuals must help But, lack of knowledge: Only 42% of watershed residents understand that they live in the Potomac River watershed 63% are not sure whether litter is filtered out of stormwater; another 13% are certain it is

What We Learned: Stakeholders Campaign should personally connect for people that what they do in their home or neighborhood has an impact on friends, families, others around them. Although there may not be a single icon that appeals to all areas of Watershed, finding something that most people value is important. Campaign message needs to use powerful imagery “We need a message that tugs at the heart, makes a personal connection to people; not just a theoretical impact down the road. But – why would it benefit me not to trash?”

What We Learned: Media When asked if their readers found keeping trash out of the Potomac important, the responses were as follows: Absolutely yes. Our readers are inherently aware of the environment. With the Potomac running through our town, this is very important. Yes, but I think many need to be reminded why trash is important as a pollutant, as opposed to being just an eyesore.

What We Learned: Focus Groups Trashers engage in: denial “It’s not trash.” rationalization “It doesn’t matter.” “My litter wouldn’t hurt anyone.” externalization “Volunteers like getting together to clean up.” “It’s their own fault.”

What We Learned: Focus Groups Trashing is a behavior that helps people not feel bad about themselves. Trashers actually feel good from trashing; it is self- enhancing Trashers are not motivated by sense of community or the Potomac. What community?” “What has the Potomac got to do with me?” But, they do have a real need to be consistent with their values (family, home, car, etc.).

Challenges and Opportunities Break through the defense But, avoid overwhelming them; making them feel bad about themselves

Campaign Message OBJECTIVE: Overcome the unconscious rewards and desires to dispose of trash by helping trashers feel empowered and important as caretakers for those they love. MESSAGE: By choosing to take care of trash, I am protecting myself and my family’s health, happiness and safety. SUPPORT POINTS: Improperly disposed trash contributes to filth and toxins harmful to you and those you love. TONE: Empathetic, supportive and responsible. By choosing to take care of trash, I am protecting myself and my family’s health, happiness and safety Providing a powerful, universal, higher order reward Allowing them to protect and be the responsible adult Addressing their need to act with autonomy; they choose to do this Support points: Providing a powerful, universal reward Allowing audience to protect and be responsible adult Allowing them to “choose” to do this TONE: Empathetic, supportive and responsible. With them; understand them; not angry or “demonizing” for trashing behavior Offering potential to take pride in that they do As a caring responsible adult

CAMPAIGN TAGLINE

Implementation Goals How will this be accomplished? 2011- Message reaches 50% of residents in the D.C. metro area 2012- Message reaches 75% of residents in the D.C. metro area 2013- Message reaches 100% of residents in the D.C. metro area How will this be accomplished?

How Will This Be Accomplished? Multi faceted strategy Integrate campaign into existing government jurisdictions’ operations (i.e.WMATA, WSSC, WASA) Integrate campaign into existing business community operations (ie. retail stores displays) Engage citizens: schools, watershed associations, churches, community outreach)

Campaign Strategies Roll out a steady stream of integrated communications at the umbrella, cross- jurisdictional level, including: earned media thought leadership (e.g. bylined articles, letter- to-the-editors) social media (e.g. blogs, Facebook, Twitter) Public Service Announcements (PSAs) speaking engagements

We Want to… Engage stakeholders and local businesses Secure partnerships with universities and youth organizations Make use of interactive channels and tools Partner with local businesses Create visibility through earned media Connect with community leaders Leverage existing resources (e.g. newsletters, community Websites, local radio and news broadcasts, media buys)

How We Will Support this Effort Campaign communications toolkits include: template articles and letters-to-the-editor suggested earned media targets media outreach tips regularly updated pitch angles and draft pitch emails e-blast copy template Web copy recommendations, suggestions and guidelines for social media outreach template presentations for speaking engagements/meetings posters, ads, flyers, point-of-purchase signage, etc.

How to Use the Toolkit Creative pieces: For the first year, choose 3 of the pieces (posters, flyers, decals, bumper stickers, print ads, etc.) and disseminate through your jurisdiction. This number should increase each year, budget allowed. Communication pieces: These pieces (e-blasts, social media, template op-eds, fact sheets, etc.) are designed to easily fit into channels you are already using. Choose three to use each season during the first year, increasing the number as budget and time allows.

Schools: Here’s How You Can Help Disseminate information via PTO/PTA, parent newsletters and student papers Encourage students to form a volunteer team for a local cleanup Distribute book bag flyers once a season to students Host an assembly where AFF staff members can speak about the local environment and the litter prevention movement

Non-Profits: Here’s How You Can Help Help build awareness by incorporating campaign e- blasts, sound bites and web copy on existing newsletters, social media and other forms of communication Encourage influential local leaders to be campaign spokespersons (church leaders, community celebrities, etc.) Reference the campaign’s ability to advance your organization’s own goals Create a group cleanup team

Businesses: Here’s How You Can Help Encourage and teach employees how to properly dispose of trash Host a brief lunch where AFF team leaders can speak about the campaign and research Allow campaign posters and/or flyers to be placed in and around your facility Use existing newsletters, social media and communication tools to support campaign messages Create a company cleanup team and trash pick-up competition

What You Can Do to Prevent Litter* Changing a common behavior, like littering, starts with you. Each person must accept responsibility for their actions and influence the actions of others around them at home, at school, in your place of business, and in the community at large.  Start with these actions: Encourage those that litter to understand the connection between litters and the things/people they care about. Choose not to litter.  Make the commitment now to join with thousands of other Americans to not be a litter-bug.  Join others on the Trash Free Potomac Watershed Facebook page. Get your friends and family to join.  Remind others not to litter and explain why.  Get litter bags or portable ash receptacles to share. Volunteer in your community to help prevent and cleanup litter—from cigarette butts to illegal dumps.  * From Keep America Beautiful Website

What You Can Do to Prevent Litter (con’td)* Set an example for others, especially family, co-workers, friends, and children by using trash and/or recycling receptacles and not littering. If you see litter, pick it up. Always have available a litter bag in your car. If you are a smoker, carry and use a portable or pocket ashtray. Make sure your trash cans have lids that can be securely fastened or use bungee cords to hold them in place. Secure all bags and use twine to secure loose trash for curbside trash collection. Tie paper into bundles before placing into curbside recycling bins. Pick up after your dog as you walk through your neighborhood.  Use newspaper delivery bags, "scoopers", or other easy-to-use methods to clean up after your pet. Be sure to put pet waste in trash receptacles and not recycling bins. * From Keep America Beautiful website

QUESTIONS? Contact: Becky Horner Alice Ferguson Foundation (202) 518-7415 bhorner@fergusonfoundation.org