Using Data to Design Effective Food Scrap Recycling Outreach
Track
Outreach
Speakers
Bailey Hall, City of Sunnyvale
Title
Environmental Programs Specialist
Speaker Abstract
The City of Sunnyvale rolled out its first food scraps collection program in 2017 using a split cart-design for both garbage and food scraps. After running for three years, the City wanted to conduct outreach to address community feedback. In order to craft effective messaging, more information was needed. Sunnyvale, with the help of Gigantic Idea Studio, conducted an online survey and cart inspections to gather data on attitudes, barriers, benefits and observed vs. self-reported participation rates.
After collecting this data, Sunnyvale and Gigantic Idea Studio crafted a campaign using videos, social media promotions, print ads and city newsletter articles. They also conducted a cart tagging pilot program. Cart audits were conducted before and after cart tagging to compare changes in measured participation rates in the three pilot groups. Each group received a different tag: A) “Social Norming”, B) “Barriers”, and C) Control (no tags).
Attendees will learn how to conduct research cost-effectively, and how to use that research to craft messaging using social marking practices such as social norming and addressing barriers and benefits. They will also learn how one Bay Area community responded to a novel food scraps program—one that uses a split garbage cart instead of the traditional yard trimmings/organics carts.