Archive for the ‘Clean Water’ Category

I sure enjoyed presenting for the NC Conservation Network’s “Rainmakers” program last week. As promised, here are PDF versions of the presentations.

• Water Words That Work Overview
• The Water Words That Work “Environmental Message Method”
• More Than A Message: Planning a Campaign for Results You Can Measure

Click this link f you are interested in using the Due Diligence Test Panel to evaluate your upcoming end of year appeals:

Environmental Message Testing Service

Good luck!

“I can do small things every day that will make an impact on water pollution.”

It’s such a simple statement, and it’s true. So why is it so hard to send a message — over the airwaves, online, or in print — that actually evokes that reaction? Unfortunately, many environmental messages accidentally evoke this sad sack reaction, instead:

“It is hard to believe that the actions of one person can really contribute to lessening water pollution.”

I pulled those quotes from Due Diligence Test Panel reviews of a pair of environmental public service announcements. The spots had a lot in common — both urged everyday citizens to do their part in their daily lives to stop water pollution before it starts. But here’s the key difference — the producers of more successful advertisement crafted their message to encouraging. The producers of the less successful advertisement crafted their message to be educational.

Tennessee Water Works produced the “Heroes” advertisement, which prompted that confident “I can do small things every day” response. Who are the “heroes” this ad is about? People like you and me, who plant trees, recycle their motor oil (instead of dumping it in the drain), and care for their lawns responsibly. In just 30 seconds, the advertisements finds a way to repeatedly encourage the viewers that these people are heroes and their small actions add up to something important. According to the test panel, this message eventually sinks in.

The government of Honolulu produced the “Water for Life” commercial that prompted the second, doubt-filled reaction. This spot is educational — illustrating how trash and pollution find their way into storm drains and out into the ocean that Hawaiians love. It’s true, but it’s grim — bumming the viewers out with shots of murky, polluted water, garbage, and choking wildlife. According to the test audience feedback, viewers see little reason to believe that solutions are within reach, or that they they have a part to play in bringing it about.

Environmental experts are often dismayed at how little the average citizen understands about their work. It’s easy to find yourself falling into the “if only they knew” trap — “If only they knew they lived in a watershed,” “if only they knew the stormdrain went to the creek.” It is our natural tendency to produce commercials, web pages, brochures, and other materials that try to cram a whole of science into a tiny amount of attention.

But the test panel reactions to these commercials underscore the shortcomings of these line of thinking. When it comes to raising environmental awareness, it turns out encouragement is even more important than education.

Click the links below to read the complete feedback reports:

• Environmental Awareness Report, Tennessee’s “Heroes”
• Environmental Awareness Report Hawaii’s “Water for Life”

P.S. I’m showing already-published materials to the Due Diligence Test Panel as part of my pilot test for this forthcoming service. The true purpose of the service is to pre-test and evaluate commercials and other materials before you release them into the wild. Once it launches, I will provide you with your panel feedback in complete confidence.

Environmental Awareness Story in the Martinsburg Journal

This recent story from the Martinsburg Journal in West Virginia hits the spot! It’s a group effort to restore a raingarden after it was buried in snow for … more or less forever, it seems … The story includes a terrific photograph of people working together to make a difference, and talking about what they’re doing it using words that work:

Vice President Lisa Giles said she is proud of the group and its projects because they are making a difference locally. Public outreach and education are vital because they teach others to respect the environment and also encourage them to help make a difference…

Most people who read this story would be look favorably on the effort, and some might feel inclined to get involved themselves. It’s a nice piece of work.

Click the link below to read the full story:
Environmental awareness story in the Martinsburg Journal

Thanks to S.W. in West Virginia for sending this my way!

This rather bleak “obituary” for a Minnesota lake that choked to death on phosphorous gets your attention and gets its point across, but is weaker than most at motivating those who see it to actually take some action. The ad is part of Minnesota Water’s “Let’s Keep It Clean” campaign.

This month, I’m conducting my first round of field trials for the Due Diligence Test Panel. To start, I pulled “Patricia, Lake” and 9 other pieces from EPA’s Nonpoint Source Outreach Toolbox. These pieces are offered up as models for others to use or emulate, so they’re fair game for some public critique.

When asked what they like about the piece, test panel members honed in on the clever concept:

• “The most compelling thing about the piece is the title “Obituary” – that really gets your attention. Also having a black and white photo gives the impression of lack of life in the lake”.
• “I like that it is done in an obituary style, I think that it makes a big statement!”
• “The end where it says in lieu of flowers that we can pick up a rake and clean leaves from the streets and around storm-water drains. We can all pitch in to help make sure this doesn’t happen to our local body of water”.

But these high marks were offset by below average marks on two questions that predict action rather than lip service — faith that their action would make a difference, and faith that others would do their part. It seems that, at least for some panelists, the grim piece just bums them out rather than inspiring or encouraging them to act. Several used words like “harrowing,” “depressing,” and “sad” to describe how the piece made them feel.

So what do you think? Do the piece’s strengths outweigh its weaknesses? Would you spend money to run this ad, or would you send it back for repairs?

Click the link below for the full report: Environmental Communications Report