Boosting Residential Adoption of Stormwater Practices. March 22, Steve Raabe President, OpinionWorks, LLC

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1 Boosting Residential Adoption of Stormwater Practices March 22, 2017 Steve Raabe President, OpinionWorks, LLC

2 Photos Courtesy Chesapeake Bay Program Fostering Behavior Change

3 OpinionWorks Credentials Measure perceptions, behaviors Random samples, focus groups The Baltimore Sun polling Delaware Nature Society Residential response to Clean Water Fee Chesapeake Bay Trust Extensive work encouraging stewardship Virginia Coast Reserve, TNC Comprehensive study of resident perceptions Trash Free Maryland Reducing litter in Baltimore Virginia Cooperative Extension Testing affinity for a sustainable lawn care program

4 Nooooooo!

5 The Chesapeake Bay Watershed

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7 Chesapeake Bay Watershed Agreement 10 broad goals for Bay restoration

8 Citizen Stewardship Outcome Increase the number and diversity of trained and mobilized citizen volunteers with the knowledge and skills needed to enhance the health of their local watersheds.

9 Citizen Stewardship Framework Increasing citizen actions for watershed health Knowledge & skills Community Leaders/ Champions Volunteerism/ Collective Community Action Individual Citizen Actions and Behaviors Increasingly Environmentally Literate Population (Elit Goal)

10 Stewardship Behaviors Chesapeake Bay Program Replace grass lawn with native plantings Install rain garden Pump out septic system Plant a tree Connect and empty rain barrel Conserve water at home Pick up and dispose of pet waste Pick up litter Use less (no) fertilizer Use less (no) herbicide

11 Influencing Behavior: Community Based Social Marketing

12 Resistant 16% Credit: Nancy R. Lee, University of Washington & Puget Sound Partnership Adapted from Everett Rogers, Jay Kassirer, Mike Rothschild, Dave Ward, Kristen Cooley

13 Credit: Nancy R. Lee, University of Washington & Puget Sound Partnership Adapted from Everett Rogers, Jay Kassirer, Mike Rothschild, Dave Ward, Kristen Cooley

14 Traditional Public Education Websites Brochures Community meetings Compulsory Actions Regulations Fees & Fines Legal action Credit: Nancy R. Lee, University of Washington & Puget Sound Partnership Adapted from Everett Rogers, Jay Kassirer, Mike Rothschild, Dave Ward, Kristen Cooley

15 The Social Marketing Process Reaching the Help Me Group 1. Know your campaign s purpose and focus 2. Pinpoint your target audience 3. Identify the specific behavior you want the audience to take 4. Assess the barriers to the action 5. Find the benefits and motivators that will overcome those barriers

16 The Social Marketing Process Reaching the Help Me Group 6. Refine your messages, incentives, and tools, and determine where and how you will deliver them to the target audience Product: Social Marketing Tools, Benefits Place: Convenience for the Audience Price: Incentives, Rebates Promotion: Messages, Delivery Channels 7. Evaluate and measure your progress

17 Behavior Change Starts with Listening

18 Citizen Stewardship Indicator Sampling Methodology Field Interviewing (March May 2017) All states statistically significant N=5,200 MD 1,000 (±3.1%) VA 1,000 (±3.1%) PA 1,000 (±3.1%) DC 800 (±3.5%) WV 600 (±4.0%) NY 400 (±4.9%) DE 400 (±4.9%) 13-minute interview 43% cell/57% landline

19 Research Tools Focus Groups 75 to 120 minute sessions Professionally facilitated Test: 1. Attitudes, Perceptions 2. Expectations, Barriers 3. Messages, Outreach Techniques

20 Social Marketing Tools Reaching the Help Me Group Example Tool: Prompts Peel off sticker Refrigerator magnet

21 Example Tool: Pledge Free Upgrade A/B Test: A. Flooding B. Water quality 50% of homes visited signed the pledge

22 Outcome: 50% of homes signed the pledge. 24% followed through.

23 Baltimore Litter Campaign Target Behavior Pick up litter when you see it.

24 Baltimore Litter Campaign Barriers to Picking up Barriers 1. Can t touch trash because of rats, disease. 2. Risk of needles. 3. A sense that no one in this neighborhood cares. 4. Hurt someone s livelihood if I pick up. 5. Can t keep up with the volume of trash. It s like raking leaves on a windy day.

25 Baltimore Litter Campaign Neighborhood Sense of Self More likely to throw litter (and not pick up litter) in a neighborhood that is dirty. You throw it where it s going to make no difference. Sad and embarrassed for own neighborhood. Wistful, envious. I want to be part of that (a neighborhood that is clean and free of litter).

26 Baltimore Litter Campaign Recovery: Self and Neighborhood Many people in recovery Drug rehab Prison re entry Mental health concerns Juggling many responsibilities Working hard at life Crave a sense of accomplishment

27 Baltimore Litter Campaign Outcomes Outcomes: Linkages to clinical partners Significant resources being brought to changing this behavior City of Baltimore Port of Baltimore Maryland Department of Housing and Community Development National Aquarium Baltimore Waterfront Partnership

28 Attitudes about Water Restoration

29 Attitudes about Water Restoration Level of Concern about Problems Very Serious + Somewhat Serious Problem Water pollution in rivers, streams and the Bay Maryland 61% 26% Loss of habitat, such as wetlands and forests Air pollution Climate change 44% 42% 40% 26% 30% 31% Sprawl or poorly planned growth/development Extreme weather events Lead paint/toxins in your home or neighborhood 32% 26% 26% 17% 30% 32% Climate change has risen slightly relative to other concerns since % 20% 40% 60% 80% 100% Do you consider each of the following to be a very serious problem, somewhat serious problem, not much of a problem, or not a problem at all? Statewide survey for Maryland DNR, MDE, Chesapeake Bay Trust, Town Creek Foundation (Jan 2016)

30 Attitudes about Water Restoration Why is Water Protection so Important? Water = Life

31 Citizen Stewardship Indicator Virginia I want to do more to help make local waters healthier. Level of Agreement Strongly agree Somewhat agree Neutral Somewhat disagree Strongly disagree Not sure 73% agree 7% disagree 38% 35% 18% 4%3% 0% 20% 40% 60% 80% 100% For each of the statements that follow please tell me if you strongly disagree, somewhat disagree, are neutral, somewhat agree, or strongly agree. Baywide survey for Chesapeake Bay Program; Virginia result (Feb 2016)

32 If I knew what to do to help clean up local waters, I would do a lot more. (Help Me!)

33 Steve Raabe President, OpinionWorks, LLC