I just came across this website (thanks to NextStep e-Newsletter) that has three great examples of vivid communication and injunctive norming, two tools that can be used to help further sustainable action. These three short commercials effectively show everyday water-use activities that can waste energy while providing a memorable and strong message that says “it’s weird to waste water”. Check them out at: http://www.wastingwaterisweird.com/
Vivid communication is about creating a memorable image or creating a connection between something abstract and something concrete and relatable. In these commercials, they offer a creepy/weird guy who makes the act of wasting water uncomfortable and awkward.
The commercials also show an injunctive norm, which means that it sends a message that “We don’t waste water. If you waste water, you’re not like us…you’re weird.”
Both of these social marketing tools help us identify expectations of our community (and ourselves) more clearly. Kudos to the corporate sponsors of these lovely commercials!
Common Spark* 