The first season of ABC’s War on Waste led to an immediate funding boost of $1.2 million dollars to organisations that rescue food, Responsible Cafes increased from 400 registered cafes to 1,400 almost overnight, and KeepCup reported a 400% increase in sales the week after War on Waste aired.

So how did the series do it?

One of the most interesting findings of the ABC’s 2018 War on Waste survey found that millennials—those aged between 18 and 34—produce more waste in their households compared to all other generations. This survey was one of Australia’s largest ever studies on waste behaviour change and was completed by 36,722 participants around the country.

Millennials were more likely to have thrown out rotting food, thrown food scraps into the general waste, placed recyclables in the general waste and purchased fruit and vegetables in plastic bags or trays. Yet when it came to using BYO coffee cups instead of disposable and non-recyclable coffee cups, millennials outperformed all other generations.

So why, out of all the environmental behaviours in War on Waste, was the BYO coffee cup adopted more than others? And how exactly did the War on Waste provoke this change in behaviour in millennials?

We asked Melbourne millennials their thoughts in a one-hour focus group.

Engaging storytelling, non-preachy tones, gentle learning curve, a joint-learning experience with the host, relatable contexts, targeting consumers, businesses and government and step-by-step guides on how to change behaviour, all played a key role.

But one of the main findings was that these preferences aren’t unique to Melbourne millennials—other generations make decisions in the same ways. Findings demonstrate overall consistencies with existing theories about edutainment interventions and cognitive processing.

We’ve put together some practical tips to help waste education practitioners engage communities in waste issues, using War on Waste as a case study.

Learn about new insights on:
-striking the right tone in a waste education campaign
-choosing pro-environmental behaviours that are most likely to be adopted -inspiring change on issues perceived to be too overwhelming
-the psychology on how we make decisions

Entertainment-Education (edutainment) interventions are communication strategies that have a predetermined educational or persuasive outcome, and aim to motivate and inspire social change.

 

What will participants gain from attending your presentation?
Attendees will learn about new insights and practical tips on how to engage communities on complex topics, and learn the latest on edutainment communication research. The presentation will outline a practical step-by-step framework that attendees can take home on how to create a communication campaign that will lead to social change.

Specifically the audience will learn about insights on:
-striking the right tone in a waste education campaign
-choosing pro-environmental behaviours that are most likely to be adopted -inspiring change on issues perceived to be too overwhelming
-the psychology on how we make decisions

 

Presenters

When: Monday 17th February, 2:00-3:30
Where: Room G02, Learning and Teaching Building, 19 Ancora Imparo Way, Clayton
Hashtag: TBC