CRRA2019

Principal

Lisa co-founded Gigantic Idea Studio in 2002 with the vision to create an agency that delivers outstanding creative services grounded in behavior change strategy. Her background in design, photography, and writing has shaped Gigantic’s unique approach to environmental outreach. Lisa has helped her clients, including the Clean Water Program of Alameda County, the Cities of Livermore, Palo Alto and Oakland, and the County of Santa Clara, create fun and memorable, yet clear and instructive outreach campaigns. She holds a BFA from the University of Illinois at Urbana-Champaign, and has completed advanced training in Community-Based Social Marketing.

Global markets are requiring clean and properly sorted recyclables. This is a clear departure from past instructions on how to recycle. As the processors face increasing pressure to provide high quality materials, what can agencies do to get the message delivered to residents, loud and clear?

In this presentation, attendees will see how several cities are approaching messaging, and how they are using communication and advertising strategies to address wish-cycling and proper preparation of recyclables. The presentation will include an in-depth look at campaigns by the cities of Palo Alto and Livermore, as well as highlights from several other cities and haulers.

Through the use of digital AB testing (the comparison of two different messages to see which get the most traction) in Palo Alto & Livermore, results from the advertising efforts will demonstrate which messages were most effective in each jurisdiction. We will present additional result metrics, as well as qualitative feedback and questions from the campaign audiences that can provide guidance for others planning similar campaigns. In closing, Gigantic Idea Studio will summarize a list of best practices for developing a "Keep It Clean" message and planning a multi-touch promotional effort, which includes both advertising and in-person outreach.