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Don’t Be Crabby, Turn Off Your Lights: Changing Behavior Through Social Marketing. Megan Green Mecklenburg County Land Use and Environmental Services Agency Air Quality Division. Behavior Change is Possible. Project Origins. Project Origins. CBSM Steps. Narrow the Scope - PowerPoint PPT Presentation
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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
