Using Environmental Social Marketing to Address Polluted Stormwater in Puget Sound

Bonnie Loshbaugh

Master’s Thesis PresentationSchool of Marine Affairs

University of Washington27 May 2010

USING ENVIRONMENTAL SOCIAL MARKETING TO ADDRESS POLLUTED STORMWATER RUNOFF IN

PUGET SOUND

Thesis committeeMarc 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

What’s in Puget Sound? Where is it coming from? How can we stop it?

JUST THE FACTS, MA’AM26. 5 cubic miles of sea water16,000 square mile watershed2,500 miles of shoreline4.4 million residents7,000 species

orcas, salmon, eelgrassHistorically produced 5-10x as much salmon as the Columbia River basinSeattle & Tacoma are tenth & eleventh largest seaports in the US by container traffic875,000 cruise passengers in 2009

FUN THINGS IN PUGET SOUND WATERS

PesticidesPhthalates

PBDEs (flame retardants)

Vanilla flavoring

Pharmaceuticals

Dioxins Petroleum

Plastics

ArsenicCopper Lead

Cadmium

MercuryFecal coliforms

PCBs

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.

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.

"It's frustrating. We're adding [contaminated

sites] faster than they're coming off."

http://www.seattlepi.com/local/95872_sound18.shtml

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

35 5 7 52 1

ArsenicResidential Commercial/Industrial Agricultural Forest Highway

PERCENTAGE OF LOADING RATES FOR ENTIRE PUGET SOUND BASIN BY LAND USE CATEGORY

ResidentialCommercial/Industrial

Agricultural Forest Highway


0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

64 13 16 5 2

CadmiumResidential Commercial/Industrial Agricultural Forest Highway



0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

39 16 13 29 4

CopperResidential Commercial/Industrial Agricultural Forest Highway




0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

67 9 9 10 6

LeadResidential Commercial/Industrial Agricultural Forest Highway




0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

62 16 5 12 4

ZincResidential Commercial/Industrial Agricultural Forest Highway




0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

25 32 4 36 3

MercuryResidential Commercial/Industrial Agricultural Forest Highway




0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

73 7 9 11

Total PCBsResidential Commercial/Industrial Agricultural Forest Highway




0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

55 2 11 33

Total PBDEsResidential Commercial/Industrial Agricultural Forest Highway




0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

52 23 13 6 6

Carcinogenic Polyaromatic HydrocarbonsResidential Commercial/Industrial Agricultural Forest Highway




0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

50 26 13 7 4

High molecular weight PAHsResidential Commercial/Industrial Agricultural Forest Highway




0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

48 32 12 7

Low molecular weight PAHsResidential Commercial/Industrial Agricultural Forest Highway




0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

73 5 19 2 1

bis(2-ethylhexyl)phthalateResidential Commercial/Industrial Agricultural Forest Highway




0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

69 9 18 4

Total Dioxin Toxic EquivalentsResidential Commercial/Industrial Agricultural Forest Highway




0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

9 13 78

DDT & MetabolitesResidential Commercial/Industrial Agricultural Forest Highway




0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

51 3 26 20

TriclopyrResidential Commercial/Industrial Agricultural Forest Highway




0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

36 31 9 10 14

NonylphenolResidential Commercial/Industrial Agricultural Forest Highway




0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

75 10 6 7 1

Total Petrolum HydrocarbonsResidential 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 IManufacture

Pollutants are manufactured or otherwise produced.

I

Manufacture

POLLUTION PROCESS

Stage IIDistribution

Substances containing pollutants are distributed to consumers.

II

Distribution

I

Manufacture

POLLUTION PROCESS

Stage IIIWatershed Introduction

Pollutants are leaked, blown, dropped, defecated, etc.

III

Watershed Introduction

II

Distribution

I

Manufacture

POLLUTION PROCESS

Stage IVSurface Runoff Transport

A rain event or other water source washes pollutants downstream.

IV

Surface Runoff Transport

III


II

Distribution

I

Manufacture

POLLUTION PROCESS

Stage VEntrance to Puget Sound

Pollutants join the marine ecosystem, may remain as suspended particulate matter, settle into sediments, and/or enter the food chain.

V

Entrance to Puget Sound

IV

Surface Runoff Transport

III


II

Distribution

I

Manufacture

RIVER OF BABIES

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

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

What is social marketing? What influences behavior? How do you make a social

marketing campaign?

Social marketing in a nutshell

Using marketing techniquesto change behavior

for the good of society.

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

Philip Kotler, 2009

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.

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.”

Increased knowledg

e

Attitude change

Correct behavior

MISCONCEPTIONS

It’s not that simple

Increased knowledg

e

Attitude change

Correct behavior

ATTITUDE AND BEHAVIOR CHANGE MODEL

Prochaska and DiClemente

Precontemplation

Contemplation

Preparation

Action

Maintenance

Termination

Emotional appeals are ineffective.

Fear and guilt are unreliable motivators.

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.

http://sciencepolicy.colorado.edu/admin/publication_files/resource-1734-2005.22.pdf

http://sciencepolicy.colorado.edu/admin/publication_files/resource-1734-2005.22.pdf

PEOPLE AND PLACE-RELATED INFLUENCES ON BEHAVIOR

People

Individual

- Skills- Beliefs- Intentions- Demographics- Knowledge

Social network

- Behavior of family- Behavior of peer group

Population

- Social norms- Culture

Place

Local level

- Availability of goods and services- Legal and political structures- Local media messages

Distal level

- Availability of goods and services- Legal and political structures- Regional, national, international media messages

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 behaviorsComprehensive literature review on diffusion of environmental

behaviors conducted by the Brook Lindhurst firm for the British Department for Environment, 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

STEPS TO CREATE A SOCIAL MARKETING INTERVENTION

MCKENZIE-MOHR KOTLER & LEE

1. Select behaviors2. Uncover barriers &

benefits of behaviors3. Develop strategies to

address barriers & benefits

4. Pilot strategy5. Implement broadly

1. Background, Purpose and Focus2. Situation Analysis3. Target Market Profile4. Marketing Objectives and Goals5. Target Market Barriers,

Benefits, and the Competition6. Positioning Statement7. Marketing Mix Strategies (4Ps)8. Evaluation Plan9. Budget10. Implementation Plan

BATES’ COMPONENTS OF SOCIAL MARKETING INTERVENTIONS

Social Marketing

Audience analysis &

segmentation

Consumer orientation

Appropriate & realistic objectives

Message and channel

design

Evaluation research

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

SOCIAL MARKETING INTERVENTION PROCESS

1. Identify behavior-based problem2. Understand behaviors in problem area

Audience analysis

3. Choose target behaviors & audience Audience segmentation Identify barriers, benefits Appropriate & realistic objectives

4. Craft & send message Message and channel design

5. 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. PLoS Biol 7(1):e1000014.doi:10.1371/journal.pbio.1000014

SOCIAL MARKETING INTERVENTION PROCESS

INTEGRATED ECOSYSTEM ASSESSMENT

1. Scoping of problem2. Develop indicators &

targets3. Risk Analysis4. Assessment of status

relative to goals5. Strategy Evaluation6. Implementation of

Management Action7. Monitoring8. Adaptation

1. Identify behavior-based problem

2. Understand behaviors in problem area Audience analysis

3. Choose target behaviors & audience Audience segmentation Identify barriers,

benefits Appropriate & realistic

objectives

4. Craft & send message Message and channel

design

5. Evaluation

3

THE PUGET SOUND STARTS HERE CAMPAIGN

How was the PSSH campaign put together?

Does it fit social marketing criteria?

What else could be done?

1. IDENTIFY BEHAVIOR-BASED PROBLEM See chapter one

NPDES permitees required to take action.

National Pollution

Discharge Elimination

System

Clean Water Act

Outreach & Education

Best Mgt Practices

Social Marketin

g Invernti

on

The Puget Sound Starts Here campaign is a collaboration

between STORM, the Puget Sound Partnership, and the Washington

Department of Ecology.

STormwater Outreach for Regional Municipalities – NPDES Phase I & Phase II permitees in Puget Sound

Puget Sound Partnership – a public face for government environmental actions

Ecology – state agency which administers NPDES permits & has provided $2 million in funding

2. UNDERSTAND BEHAVIORS IN PROBLEM AREA

Elway report: review of ten surveys around Puget Sound, 2004-2008 Including two telephone surveys (n=400)

Partnership telephone survey, July 2008 (n=2000)

Hebert report: residents of Seattle suburbs, 2009-2010 (n=1500)

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

Tier 1 Tier 2

Water quality experts

Social Marketing

review

43 household practices

Yard carePet waste mgt

Auto care

Increase pervious surfacesIncrease tree coverHousehold hazardous waste mgt

YARD CARE

Fertilize sparinglySpot treatment with pesticides &

herbicidesUse of compost & mulch

Create rain gardensMaintain tree cover

Improve soilReduce lawn sizeHand pull weeds

AUTO CARE

Use of commercial car washesRegular auto maintenance

Wash cars on pervious surfacesProper disposal of auto fluidsSell charity car wash tickets

Choose alternative transportationUse cardboard under car to monitor fluid

leaks

PET WASTE MANAGEMENT

Pickup and proper disposal of pet waste.

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

PUGETSOUNDSTARTSHERE.ORG

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

“Custom designed independent quantitative research” sounds good.

Distribution via social media may be unrealistic.

Realistic evaluation tools

Puget Sound Partnership, STORM & Ecology are all public sector governmental entities.


STAKEHOLDER INVOLVEMENT

Puget Sound Partnership press release

300+ members of ECO Net – but not all initially excited about Puget Sound Starts

Here.



People for Puget Sound blog post


“It’s not obvious that there is really much for us “to move.””

It’s not too late to fill these gaps.

PSSH was initially funded through 2011, and funding has since doubled.

Where does $2M in funding go?

RECOMMENDATIONS FOR PSSH

Become a full social marketing intervention, not an “inspired by social marketing” campaign. Take a more comprehensive view of what

can be used to influence behavior. Address segmented audiences. Work with ECO Net members as

partners, not audience/clients on further development of campaign.

RECOMMENDATIONS FOR FURTHER RESEARCH

Follow PSSH as it continues to develop over the next year (or longer).

Compare with other social marketing interventions focused on pollution prevention.

Investigate the dynamics of a campaign created by a coalition, and how 60+, or 300+ stakeholders can effectively participate.

CONTACT INFO AND SELECTED REFERENCES

Bonnie Loshbaugh

Queen of Social MarketingMaster of Marine AffairsSocial Media EcologistMartial Artist & Knitter

[email protected]@alaskalainenhttp://www.linkedin.com/in/bloshb

Social Marketing Phillip Kotler and Geral Zaltman. “Social Marketing: An

Approach to Planned Social Change”. Social Marketing Quarterly. Summer 1997. Vol 3, No. 3/4.

Kotler, Phillip & Nancy Lee, 2008. Social marketing: influencing behaviors for good. Los Angeles: Sage Publications

Social Marketing Quarterly “Use of Social Marketing Concepts to Evaluate Ocean

Sustainability Campaigns,” Cynthia H. Bates, Social Marketing Quarterly 16(1) Spring 2010

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.

Puget Sound Starts Here Puget Sound Starts Here Strategic Communications Plan.

August 2009. http://www.psp.wa.gov/downloads/PSSH_Toolkit/documents/Puget%20Sound%20Starts%20Here%20commmunications%20plan,%20August%202009.pdf

Elway Research, 2009. “Water Pollution in Puget Sound: The View from the Back Yard.” Elway Research, Inc. February 2009

STORM. “2009 Summary of Activities.” 2009. http://www.duvallwa.gov/departments/publicworks/2009_STORM%20annual%20report.pdf

mailto:[email protected]

http://www.psp.wa.gov/downloads/PSSH_Toolkit/documents/Puget%20Sound%20Starts%20Here%20commmunications%20plan,%20August%202009.pdf



http://www.duvallwa.gov/departments/publicworks/2009_STORM%20annual%20report.pdf

http://www.duvallwa.gov/departments/publicworks/2009_STORM%20annual%20report.pdf

Using Environmental Social Marketing to Address Polluted Stormwater in Puget Sound

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