I'm seeking models or examples of ambassador / peer recruitment / block leader / brand evangelist programs. Doug Mckenzie-Mohr has been encouraging the use of social diffusion and block leaders for years. And as Craig Lefebvre recently said in an article about brand evangelism that he posted to his blog, .. "Reaching through people is the best way to reach people. .. People trust and are most receptive to messages that come from others like them. .. Interpersonal communication is the most effective method for behavior change. .. Social support enhances maintenance of change. .. Advocacy for behavior change also supports one's long term practice of the behavior as well." Yet, from what I've seen so far, there are few good examples of successful programs designed to encourage and support ambassadors / peer recruiters / block leaders / brand evangelists. I'm looking for some and would be happy to share what I find. I'm working on an assignment for a utility that wants to start an energy conservation ambassador program for residential customers. However, while utility and other conservation examples would certainly be relevant and interesting, I'm looking for residential models from any subject area (and from businesses as well as governments and NGOs). If you have an article or report describing the program and/or contact details you can send me, please do.
Thanks,
Jay
Jay Kassirer
President, Cullbridge Marketing and Communications
61 Forest Hill Avenue, Ottawa
Ontario, Canada K2C 1P7
Tel: (613) 224-3800
Web: www.cullbridge.com
Thanks to everyone who contributed suggestions of ambassador / peer recruitment / block leader / brand evangelist programs. Below is a compilation of the suggestions we received.
Cheers,
Jay
Energy conservation programs ..
The Big Switch from Australia: http://www.thebigswitch.org.au/ - especially the information under "What Can I Do?" ..
Andrew Stuck writes: I am currently working with Transport for London and Hospital workforces looking at developing a champion network promoting sustainable travel. We know of similar champion networks for energy within the National Health Service. For residential examples of travel champions you can search for Personalised Travel Planning - Transport for London, and the NGO Sustrans both support this method. Rethinking Travel, 07725555460, [email protected] ..
http://www.energysavingtrust.org.uk/cafe/welcome/ - a non-profit that fosters community networks and projects to raise awareness of energy use, energy poverty, and climate change among diverse constituents. ..
Canadian Earth Institute, http://www.canadianearthinstitute.org/ - their hallmark program is a series of discussion courses, available to groups anywhere in Canada. Each of these courses addresses a topic in ecology, sustainability, simplicity in living, or other similar issues and may be used by small groups in homes, workplaces, centres of faith or other gathering places. ..
University of British Columbia recruits, screens, trains and supports regular staff to function as volunteer "Sustainability Coordinators" http://www.sustain.ubc.ca/sc.html; they also offer workshops on creating similar programmes: http://www.sustain.ubc.ca/scworkshop.html Programs in other areas ..
"Neighborhood College" in Springfield Illinois: Wynne Coplea ([email protected]) writes: In Springfield, Illinois we've had two or three rounds of "Neighborhood College" in which neighborhood association leaders educate upcoming or potential neighborhood leaders. The "course" runs for about 4 weeks (1 night per week), with a variety of speakers and discussion time each night. Speakers included people like me, the city waste & recycling manager, explaining the city's programs, not just rules and regulations, but service opportunities. The focus of the education was basically how to navigate the system and derive what you need for your neighborhood. Speakers/topics also included the city police, fire, economic development, public works/zoning, city utility, local public health dept, state grant-makers, etc. . There were some concrete results from the Neighborhood College in the form of new neighborhood association leaders who are still active. While the concrete results of the race issues study circles have perhaps not been as evident, still the experience and resulting media coverage has helped raise awareness and (in my opinion) willingness to try to do something re: sensitive issues. Thus, these efforts have indeed contributed to the community's overall wellbeing and educational level. ..
Three studies on recycling behaviour
Schrum LT et al (1994) Recycling as a marketing problem.Psychology and Marketing. 11:393-416.
Hopper J and Nielsen J (1991) Recycling as altruistic behavior. Environment and Behavior. 23:195-220.
Burns, S. (1991) Social psychology and the stimulation of recycling behavior: The block leader approach. Journal of Applied Social Psych. 21:611-29. ..
A suggestion: look at MoveOn.org (US Presidential election voter recruitment in 2004). .. From Caroline Jackson, North Shore Recycling Program, Vancouver ([email protected]) One component of our GardenSmart pesticide reduction program is a home workshop program, "Natural Garden Parties". These workshops are a unique format in that, similar to a Tupperware party, the host is responsible for inviting guests and organizing refreshments (this can take the form of a wine & cheese, a barbeque, or just coffee & muffins). We supply a speaker on a particular topic (lawn maintenance, veggie gardening) and provide a host prize, invitations, door prizes, and handouts (brochures, etc). This program has been quite popular - last year we had 12 parties with about 170 participants. We've done some evaluation and found that 40-50% of workshop participants are pesticide users, so we are definitely reaching our target market in that sense. We also have a regular workshop series at the local library but I am convinced that the less formal home parties are far more effective (and they require less staff time to administer). This has proven to be an excellent method of getting our message out and I know that similar formats are being used by other local governments to promote pesticide reduction, water conservation, and waste reduction. The format is used in Australia to promote home safety (i.e. with backyard swimming pools, etc).