Using Environmental Social Marketing to Address Polluted Stormwater in Puget Sound

Using Environmental Social Marketing to Address Polluted Stormwater Runoff in Puget Sound Bonnie Loshbaugh Master’s Thesis Presentation School of Marine Affairs University of Washington 27 May 2010 Thesis committee Marc L. Miller, Ann Bostrom, Mike Sato

Thesis of table of contents Introduction Ch. 1 Polluted stormwater runoff in Puget Sound Ch. 2 Social Marketing as a tool for behavior change Ch. 3 The Puget Sound Starts Here campaign Conclusion

Polluted stormwater runoff in Puget Sound 1 ,[object Object]

How can we stop it?,[object Object]

Historically produced 5-10x as much salmon as the Columbia River basin

Seattle & Tacoma are tenth & eleventh largest seaports in the US by container traffic

875,000 cruise passengers in 2009,[object Object]

Focus on Toxic Chemicals in Puget Sound WA Dept of Ecology study Assessment of toxics entering Puget Sound Focuses on seventeen chemicals Three phases Arsenic Cadmium Copper Lead Zinc Mercury PCBs PBDEs Carcinogenic Polycyclic Aromatic Hydrocarbons (PAHs) High Molecular Weight PAHs Low Molecular Weight PAHs Bis(2-ethylhexyl)phthalate Total Dioxin Toxic Equivalents (TEQs) Dichlorodiphenyltrichloroethane (DDT) and metabolites Triclopyr Nonylphenol Total petroleum hydrocarbons

Between 14 and 94 million pounds of toxics enter Puget Sound annually

The largest source of toxic chemicals is surface runoff.

"It's frustrating. We're adding [contaminated sites] faster than they're coming off." Michael Spencer, Environmental Specialist Washington Department of Ecology McClure, Robert, Lisa Stiffler and Lise Olsen. 2002. “Area’s defining waterway is a cesspool of pollution.” 18 November 2002. Seattle Post-Intelligencer. Accessed online at http://www.seattlepi.com/local/95872_sound18.shtml 25 May 2010.

Percentage of Loading Rates for Entire Puget Sound Basin by Land Use Category Residential Commercial/Industrial Agricultural Forest Highway

Residential land is the leading contributor for all but DDT, mercury, and arsenic, and accounts for more than half of the toxic loading for ten of the chemicals. Commercial or industrial runoff has the highest concentrations of many of the toxic chemicals, but the quantity of pollutants from residential areas is larger.

http://www.cityftmyers.com/Departments/PublicWorks/Divisions/Engineering/Information/StormwaterInformation/PointlessPersonalPollution/tabid/950/Default.aspx

Pollution Process Stage I Manufacture Pollutants are manufactured or otherwise produced.

Pollution Process Stage II Distribution Substances containing pollutants are distributed to consumers.

Pollution Process Stage III Watershed Introduction Pollutants are leaked, blown, dropped, defecated, etc.

Pollution Process Stage IV Surface Runoff Transport A rain event or other water source washes pollutants downstream.

Pollution Process Stage V Entrance to Puget Sound Pollutants join the marine ecosystem, may remain as suspended particulate matter, settle into sediments, and/or enter the food chain.

The earlier in the process that we address a problem, the more efficient the solution is. River of Babies

To Recap… Pollutants in Puget Sound come from stormwater. Stormwater pollutants come from residential land. There are 4.4 million residents whose behavior contributes to pollution. We need a way to change the behavior of 4.4 million people.

2 Social Marketing as a tool for behavior change ,[object Object]

How do you make a social marketing campaign?,[object Object]

Social Marketing Term introduced in 1971 by Kotler & Zaltman Widely used in public health, and in Britain (and in British public health) Becoming better known in the environmental sector Social marketing in marine affairs: NOAA Coastal Services Center, Human Dimensions Program “Promoting Sustainable Seafood Through Social Marketing,” Jessica Quinn Smits, M.Ma. 2006 “Use of Social Marketing Concepts to Evaluate Ocean Sustainability Campaigns,” Cynthia H. Bates, Social Marketing Quarterly 16(1) Spring 2010

The application of marketing concepts and tools to influence the behaviour change of a target audience in ways that create net benefits for the individual, community, and society at large. Philip Kotler, 2009 p. 19 Effectively Engaging People: Interviews with social marketing experts. National Social Marketing Center, 2009.

To influence behavior, you must understand behavior.

Misconceptions Knowledge deficit model “if they had the right information, they would do the right thing.”

Misconceptions It’s not that simple

Attitude and Behavior Change Model Termination Preparation Contemplation Maintenance Action Precontemplation Prochaska and DiClemente

Fear and guilt are unreliable motivators. Emotional appeals are ineffective. P. 39. Moser, S., and L. Dilling, 2004. Making Climate Hot: Communicating The Urgency And Challenge Of Global Climate Change, Environment, Volume 26, Number 10, pp. 32-46.

People and Place-related influences on behavior Maibach, Edward W., Connie Roser-Renouf, Anthony Leiserowitz. Communication and Marketing As Climate Change–Intervention Assets: A Public Health Perspective. Am J Prev Med 2008;35(5), 488-500.

Factors affecting spread of new behaviors Comprehensive literature review on diffusion of environmental behaviors conducted by the Brook Lindhurst firm for the British Department forEnvironment, Food and Rural Affairs

Factors Affecting Spread of New Behaviors Relative advantage Trialability Visibility / invisibility / observability Public / private Ease of adaptation Current norms Compatibility with existing behaviors Luxury / necessity Existing infrastructure Ease of development of commitment strategy Clustering of other new behaviors Habit or one-off Purchase or other Addition, substitution or modification Word of mouth potential State of diffusion

Creating a social marketing intervention Intervention = campaign

Select behaviors Uncover barriers & benefits of behaviors Develop strategies to address barriers & benefits Pilot strategy Implement broadly Steps to Create a Social Marketing Intervention McKenzie-Mohr Kotler & Lee Background, Purpose and Focus Situation Analysis Target Market Profile Marketing Objectives and Goals Target Market Barriers, Benefits, and the Competition Positioning Statement Marketing Mix Strategies (4Ps) Evaluation Plan Budget Implementation Plan

Bates’ components of Social Marketing Interventions Bates, Cynthia H. “Use of Social Marketing Concepts to Evaluate Ocean Sustainability Campaigns.” Social Marketing Quarterly. 16(1) Spring 2010

Social marketing intervention process Identify behavior-based problem Understand behaviors in problem area Audience analysis Choose target behaviors & audience Audience segmentation Identify barriers, benefits Appropriate & realistic objectives Craft & send message Message and channel design Evaluation Stakeholder involvement

Integrated Ecosystem Assessment Process Model for Adaptive Management Levin PS, Fogary MJ, Murawski SA, Fluharty D (2009) Integrated ecosystem assessments: Developing the scientific basis for ecosystem-based management fo the ocean. PLoSBiol 7(1):e1000014.doi:10.1371/journal.pbio.1000014

Social Marketing intervention Process Integrated Ecosystem Assessment Scoping of problem Develop indicators & targets Risk Analysis Assessment of status relative to goals Strategy Evaluation Implementation of Management Action Monitoring Adaptation Identify behavior-based problem Understand behaviors in problem area Audience analysis Choose target behaviors & audience Audience segmentation Identify barriers, benefits Appropriate & realistic objectives Craft & send message Message and channel design Evaluation

3 The Puget Sound Starts Here campaign ,[object Object]

Does it fit social marketing criteria?

What else could be done?,[object Object]

The Puget Sound Starts Here campaign is a collaboration between STORM, the Puget Sound Partnership, and the Washington Department of Ecology. ,[object Object]

Puget Sound Partnership – a public face for government environmental actions

Ecology – state agency which administers NPDES permits & has provided $2 million in funding,[object Object]

Residents do not realize the effect of their actions. They do not understand the impact or mechanism of non-point source pollution, nor do they understand the term. Survey findings

Residents are more likely to blame industry for pollution than residential or neighborhood runoff. Roughly half know that stormwater runoff is untreated. Soapy water or pet waste are under-recognized as contributors to pollution Survey findings

Awareness may vary by demographic. Older citizens more aware of correct behaviors. Mountlake Terrace least aware in Hebert surveys. Survey findings

3. Choose target behaviors & Audience Audience segmentation Identify barriers and benefits Target behaviors should include appropriate & realistic objectives

PSSH Target Audience Urban, suburban, and rural Homeowners and renters With and without children With and without pets Vehicle owners Primarily in the age group of sixteen or older Youth, age six to sixteen, are a secondary audience, in their capacity of influencers of adults

Choosing Target Behaviors Increase pervious surfaces Increase tree cover Household hazardous waste mgt Yard care Pet waste mgt Auto care

Fertilize sparingly Spot treatment with pesticides & herbicides Use of compost & mulch Create rain gardens Maintain tree cover Improve soil Reduce lawn size Hand pull weeds Yard Care

Use of commercial car washes Regular auto maintenance Wash cars on pervious surfaces Proper disposal of auto fluids Sell charity car wash tickets Choose alternative transportation Use cardboard under car to monitor fluid leaks Auto Care

Pickup and proper disposal of pet waste. Pet Waste Management

4. Craft and Send Message Visual design by Frause

Focus Groups, May 2009 A “problem-solution-hope approach” is strongest Humor a positive addition to messaging Children motivate by triggering ideas of legacy

Kitsap Stormwater Hotline Focus Groups

Messaging mediums Website Video clips Social media Facebook, twitter, flickr Boilerplate text Posters Ready made PowerPoint slides

So Far… Campaign launched September 16 2009 60,000 PSSH toolkits distributed around Puget Sound Video clips distributed to 16 TV stations, Viewers projected to have seen PSAs 15x, for 53 million views and 99% coverage of Puget Sound population by end of 2009.

5. Evaluation Plan to use: King County Environmental Behavior Index “Independent quantitative study” custom research design to measure behavior change due to the PSSH campaign Will use social media as a distribution mechanism Web metrics

You may have noticed some skipped steps, there. What’s missing?

Targeting the general public is not audience segmentation. Audience segmentation

The only barrier addressed is financial. The only place it is addressed is the website. Identifying barriers and benefits

Using Environmental Social Marketing to Address Polluted Stormwater in Puget Sound

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