Public Education

Presentation 4: The Composting Toolkit Funded by the Indiana Department of Environmental Management Recycling Grants Program Developed by the Indiana Rural Community Assistance Program - RCAP

Introduction Education is a critical component of any community composting program. A successful education program can often be the difference between success and failure in a community. Education is a critical component of any community composting program. A successful education program can often be the difference between success and failure in a community.

Identifying and Knowing Your Audience Who are the key players? Who are the key players? Local Elected Officials: Who must allocate funds for the program. Local Elected Officials: Who must allocate funds for the program. The Media: Who must see your story as “newsworthy” to cover it. The Media: Who must see your story as “newsworthy” to cover it. The General Public: Who require specific information and need to be informed as to why they should participate. The General Public: Who require specific information and need to be informed as to why they should participate.

Know Your Business It is absolutely essential for a program planner to know and understand the program they are working to implement. It is absolutely essential for a program planner to know and understand the program they are working to implement. Both the advantages and disadvantages need to be presented. Both the advantages and disadvantages need to be presented. Avoiding the disadvantages allows your audience to draw up a list of their own and does not allow you an opportunity to rebut them. Avoiding the disadvantages allows your audience to draw up a list of their own and does not allow you an opportunity to rebut them. Always present in a clear and understandable format. Always present in a clear and understandable format.

Establish Program Value For a program to succeed all the players—the elected officials, the media, and the general public—must see value in the program. For a program to succeed all the players—the elected officials, the media, and the general public—must see value in the program. Using generalized environmental benefits will not provide the necessary incentive to most individuals. (“It’s good for the earth!”) Using generalized environmental benefits will not provide the necessary incentive to most individuals. (“It’s good for the earth!”) Personalize the benefit! (“It will save you money and provide you great soil in your garden!”) Personalize the benefit! (“It will save you money and provide you great soil in your garden!”)

Adding A Commitment Formulate a clear and concise “commitment” into the education program. Formulate a clear and concise “commitment” into the education program. Ask individuals to sign on to (in writing) this commitment. Preferably publicly! Ask individuals to sign on to (in writing) this commitment. Preferably publicly! Why does seeking a commitment work? When people make a commitment their personal perception changes. They want to be the person who made the commitment. Humans also like to “belong” and a commitment gives a feeling of being a part of a larger cause. Why does seeking a commitment work? When people make a commitment their personal perception changes. They want to be the person who made the commitment. Humans also like to “belong” and a commitment gives a feeling of being a part of a larger cause.

Community-based Social Marketing Adding a “commitment” to the program is a cornerstone of the concept of “community- based social marketing.” This psychology approach to marketing has been shown to statistically increase the likelihood of participation Adding a “commitment” to the program is a cornerstone of the concept of “community- based social marketing.” This psychology approach to marketing has been shown to statistically increase the likelihood of participation

Five Steps The five steps of a successful community- based social marketing campaign are: The five steps of a successful community- based social marketing campaign are: Identifying and breaking barriers Identifying and breaking barriers Utilizing “commitment tools” to effectively change behavior Utilizing “commitment tools” to effectively change behavior Piloting the strategy Piloting the strategy Implementing your strategy across the community as a whole Implementing your strategy across the community as a whole Evaluating the strategy Evaluating the strategy

Breaking Barriers Lack of Knowledge: Those who are less knowledgeable about a program tend to be less likely to participate. Lack of Knowledge: Those who are less knowledgeable about a program tend to be less likely to participate. Lack of Convenience: Anytime a program can be simplified in one way or another it is likely to increase participation. Another key, however, is re- educating the public to the change. Lack of Convenience: Anytime a program can be simplified in one way or another it is likely to increase participation. Another key, however, is re- educating the public to the change. Lack of Motivation: Use the pledge as a way to motivate participation and combat laziness. Lack of Motivation: Use the pledge as a way to motivate participation and combat laziness. Convincing People they are Making a Difference: A belief that one is “making a difference” has been directly tied to increased participation rates. Convincing People they are Making a Difference: A belief that one is “making a difference” has been directly tied to increased participation rates.

Utilizing Commitment Tools We use commitment tools within the education program for two primary reasons: We use commitment tools within the education program for two primary reasons: When the people commits to the request they become more willing to carry through on the commitment. When the people commits to the request they become more willing to carry through on the commitment. Because of a strong desire to be consistent with others, people react to the public nature of a commitment. Because of a strong desire to be consistent with others, people react to the public nature of a commitment.

Utilizing Commitment Tools Remember the key components of any commitment tool utilized: Remember the key components of any commitment tool utilized: Written over verbal Written over verbal Make the commitment a public commitment (seek the commitment in groups, publish them in the paper, announce on the radio, etc.) Make the commitment a public commitment (seek the commitment in groups, publish them in the paper, announce on the radio, etc.) Make the commitment clear, concise, and simple Make the commitment clear, concise, and simple Actively involve the person in the commitment Actively involve the person in the commitment Make the commitment clearly measurable (this will help you in evaluation) Make the commitment clearly measurable (this will help you in evaluation) Frame the commitment in a way that it allows the person to view themselves as environmentally aware and environmentally concerned Frame the commitment in a way that it allows the person to view themselves as environmentally aware and environmentally concerned The last key component of commitment tools: don’t use coercion. In order to change behaviors effectively the commitment must be free and voluntary. The last key component of commitment tools: don’t use coercion. In order to change behaviors effectively the commitment must be free and voluntary.

Prompts Once a commitment has been made help the individual by providing “prompts.” Basic human nature is to forget things. Prompts will help the person to be reminded of their commitment. Some key components of a successful prompt include: Once a commitment has been made help the individual by providing “prompts.” Basic human nature is to forget things. Prompts will help the person to be reminded of their commitment. Some key components of a successful prompt include: Make the prompt noticeable Make the prompt noticeable Make the prompt self-explanatory Make the prompt self-explanatory Present the prompt in as close proximity as possible to where the action is to be taken Present the prompt in as close proximity as possible to where the action is to be taken Use the prompts to encourage people to engage in positive behaviors. Use the prompts to encourage people to engage in positive behaviors.

Incentives The final step in the development of your commitment tools is, whenever possible, create incentive mechanisms for the individuals. Incentives have been shown to have a substantial impact on behavior. Some key components of a successful incentive include: The final step in the development of your commitment tools is, whenever possible, create incentive mechanisms for the individuals. Incentives have been shown to have a substantial impact on behavior. Some key components of a successful incentive include: Closely pair the incentive and the behavior Closely pair the incentive and the behavior Use the incentive to reward the positive behavior Use the incentive to reward the positive behavior Make the incentive visible Make the incentive visible Carefully consider the size and type of incentive (non- monetary are best) Carefully consider the size and type of incentive (non- monetary are best)

Pilot Your Strategy Implementing a pilot prior to full implementation of a program will also for the working out of kinks. If your pilot is not successful in altering behavior, revise your strategy and pilot it again. When your pilot has effectively changed behavior you are ready to implement your strategy across the community as a whole. Implementing a pilot prior to full implementation of a program will also for the working out of kinks. If your pilot is not successful in altering behavior, revise your strategy and pilot it again. When your pilot has effectively changed behavior you are ready to implement your strategy across the community as a whole.

Presenting the Message Once the message has been developed to your pilot audience, it can now be distributed in the ways you discovered to be most successful in the pilot release. Once the message has been developed to your pilot audience, it can now be distributed in the ways you discovered to be most successful in the pilot release.

Evaluating Educational Efforts The last step is always an evaluation. Evaluations are key to improving your educational efforts over time. The last step is always an evaluation. Evaluations are key to improving your educational efforts over time. What worked? What did not work? Why? What worked? What did not work? Why? Direct contact (surveys, door-to-door, etc.) can be one approach Direct contact (surveys, door-to-door, etc.) can be one approach Another is looking at the measurable outcomes of the program Another is looking at the measurable outcomes of the program In any case, discover what works and build on that success. In any case, discover what works and build on that success.

QUESTIONS?

Thank You! Additional Questions, Comments, or You Think You Have A Potential Pilot Community Additional Questions, Comments, or You Think You Have A Potential Pilot Community Please Feel Free to Contact Me: Please Feel Free to Contact Me: Mark W. Davis Technical Assistance Provider Rural Community Assistance Program Office: Wireless: (812)