Getting people to change their behaviour can be a tricky task. Doubly so when you’re challenging an established pattern like someone’s daily commute, their diet or the things they buy. So, here’s our round up of top tips to make your engagement campaign a successful one.
Communicate the ‘why’
This is often a step that gets missed out when planning an environmental engagement campaign. Before asking your audience to carry out an action, explain your reasons for asking. Firstly, set out why change needs to happen, then what you’re hoping to achieve and finally, how you’re going to measure it.
Provide feedback and reinforcement
A key part of your engagement campaign should be communicating with your participants. Feeding back your campaign’s key milestones, achievements and learning means participants see the impact of their actions – and this is a powerful motivator.
Translating these actions into relatable metrics makes them even more powerful. For example, instead of just reporting back miles cycled, why not convert this into journeys between Manchester and London too? Instead of just reporting kg of CO2 avoided, provide this in terms of the number of days the average UK home could be powered for. By providing these tangible measures participants can make decisions on which actions they should take to have the biggest impact.
Utilise peer power
Empower your people to spread the word amongst their colleagues and you’ll often achieve great things. Make ‘green champions’ out of your keenest supporters and provide them with the tools to engage their colleagues. Many of our clients choose to utilise our nifty Refer a Friend tool where participants receive points for getting their peers involved. This is hugely successful – an average of 25% of participants are brought into the campaigns this way!
Make your engagement campaign fun!
Lastly – and definitely not leastly – is making your campaign fun! Our programmes use gamification elements like leaderboards, prizes and awards to keep things competitive, positive and rewarding. Provide achievable targets and milestones and celebrate when they’ve been achieved – you’ve earned it.
A successful campaign brings all of these elements together to create something that your audience enjoys interacting with, and that’s what we aim to achieve with ours. We’ve already seen huge success with organisations in the UK and abroad with clients ranging from multinational corporations to start ups; Russell Group Universities to some of the smallest in the UK!