Communicate 2019: Riding Waves, Changing Worlds. Presentation by Trewin Restorick and Hubbub

1. 8 T I P S F O R I N S P I R I N G
B E H A V I O U R C H A N G E

2. We’re an environmental
charity with a difference...

3. O U R P U R P O S E
Inspire ways
of living that
are good for the
environment
We design campaigns that make environmental
action desirable. We disrupt the status quo
to raise awareness, nudge behaviours and shape
systems. We do this with knowledge
and playfulness, and we won’t make you feel bad.

4. O U R V I S I O N
A world where
everyone is an
environmentalist
whether they
realise it or not.

5. H O W D O W E D O I T ?
‘ T H E H U B B U B W AY ’
Collaborate DesignDiscover Experiment Scale

6. T H E H U B B U B W AY
B E H A V I O U R C H A N G E
T E C H N I Q U E S

7. N U D G E
Encourage or influence people
to make a positive decision
1

9. T H E C H A L L E N G E
How can you
stop young
men on a night
out dropping
cigarettes?

10. T H E C H A L L E N G E
How can you
stop young
men on a night
out dropping
cigarettes?
T H E I D E A
A voting ashtray ‘The Ballot Bin’

11. H O W W E D I D I T
Insight
Young men dropping
cigarettes
outside pubs.
No infrastructure.
Audience care
about sport.

12. H O W W E D I D I T
Insight
Young men dropping
cigarettes
outside pubs.
No infrastructure.
Audience care
about sport.
Approach
Tapped into
audience’s passions
and use this to
nudge behaviour in
a positive way.

13. H O W W E D I D I T
Insight
Young men dropping
cigarettes
outside pubs.
No infrastructure.
Audience care
about sport.
Approach
Tapped into
audience’s passions
and use this to
nudge behaviour in
a positive way.
Design
Simple, bold,
compelling.

14. H O W W E D I D I T
Insight
Young men dropping
cigarettes
outside pubs.
No infrastructure.
Audience care
about sport.
Approach
Tapped into
audience’s passions
and use this to
nudge behaviour in
a positive way.
Design
Simple, bold,
compelling.
Impact
Reduction in litter.
Sold globally.

15. P R O M P T
The right message at the right time
2

17. T H E C H A L L E N G E
How can you
raise awareness
of microfibres
and encourage
people to care
for clothes?

18. T H E C H A L L E N G E
How can you
raise awareness
of microfibres
and encourage
people to care
for clothes?
T H E I D E A
#WhatsInMyWash?

19. Insight
Lack of knowledge.
Care about health
and the food
they eat.
Information
overload.
H O W W E D I D I T

20. Insight
Lack of knowledge.
Care about health
and the food
they eat.
Information
overload.
Approach
Take the message
directly to the
audience.
Make it tangible.
Interrupt daily
routine.
H O W W E D I D I T

21. Insight
Lack of knowledge.
Care about health
and the food
they eat.
Information
overload.
Approach
Take the message
directly to the
audience.
Make it tangible.
Interrupt daily
routine.
H O W W E D I D I T
Design
Relevant.
Eye-catching.
Modern.

22. Insight
Lack of knowledge.
Care about health
and the food
they eat.
Information
overload.
Approach
Take the message
directly to the
audience.
Make it tangible.
Interrupt daily
routine.
H O W W E D I D I T
Impact
Sparking debate.
Knowledge.
Further research.
Design
Relevant.
Eye-catching.
Modern.

23. S I M P L I F Y
Make the decision easy
3

25. T H E C H A L L E N G E
How can you
get people to
recycle on the
go in Leeds?

26. T H E C H A L L E N G E
How can you
get people to
recycle on the
go in Leeds?
T H E I D E A
Be bold with bins!

27. Insight
No infrastructure.
Lack of knowledge
Clarity needed.
Over recycling,
more contamination.
H O W W E D I D I T

28. Insight
No infrastructure.
Lack of knowledge
Clarity needed.
Over recycling,
more contamination.
Approach
Install new street
recycling bins.
Simplify waste
streams.
Clear messaging
using local dialect.
H O W W E D I D I T

29. Insight
No infrastructure.
Lack of knowledge
Clarity needed.
Over recycling,
more contamination.
Approach
Install new street
recycling bins.
Simplify waste
streams.
Clear messaging
using local dialect.
Design
Simple, no fuss.
Visible and bold.
Playful.
H O W W E D I D I T

30. Insight
No infrastructure.
Lack of knowledge
Clarity needed.
Over recycling,
more contamination.
Approach
Install new street
recycling bins.
Simplify waste
streams.
Clear messaging
using local dialect.
Design
Simple, no fuss.
Visible and bold.
Playful.
Impact
Contamination level
better than most on
street recycling.
Sparking
conversation.
H O W W E D I D I T

31. H O O K S
Hitch a ride on the back of something
already engaging your audience
4

33. T H E C H A L L E N G E
How can you
stop lots of
pumpkins
going to waste
every year?

34. T H E C H A L L E N G E
How can you
stop lots of
pumpkins
going to waste
every year?
T H E I D E A
Pumpkin Rescue

35. Insight
Only 1 in 3 people
eat their carved
pumpkin.
Lack of knowledge
and skills around
how to cook
pumpkins.
H O W W E D I D I T

36. Insight
Only 1 in 3 people
eat their carved
pumpkin.
Lack of knowledge
and skills around
how to cook
pumpkins.
Approach
Use Halloween as
a seasonal hook
to talk about food
waste.
Use community-led
events people would
already be going to
and engage them.
H O W W E D I D I T

37. Insight
Only 1 in 3 people
eat their carved
pumpkin.
Lack of knowledge
and skills around
how to cook
pumpkins.
Approach
Use Halloween as
a seasonal hook
to talk about food
waste.
Use community-led
events people would
already be going to
and engage them.
Design
Clearly linked to
Halloween.
Shareable content.
Educational
infographics
and videos.
H O W W E D I D I T

38. Insight
Only 1 in 3 people
eat their carved
pumpkin.
Lack of knowledge
and skills around
how to cook
pumpkins.
Approach
Use Halloween as
a seasonal hook
to talk about food
waste.
Use community-led
events people would
already be going to
and engage them.
Design
Clearly linked to
Halloween.
Shareable content.
Educational
infographics
and videos.
Impact
Reduction in
food waste.
The campaign
expands year on
year. People still
love to talk about
pumpkins!
H O W W E D I D I T

39. F U N
T H E O R Y
A bit of playfulness can go a long way
5

41. T H E C H A L L E N G E
How can you
engage people
with recycling?

42. T H E C H A L L E N G E
How can you
engage people
with recycling?
T H E I D E A
The Bubble Bin

43. Insight
Disrupting people’s
daily routine with
something fun and
playful can be more
engaging.
H O W W E D I D I T

44. Insight
Disrupting people’s
daily routine with
something fun and
playful can be more
engaging.
Approach
Recycling bin which
burps and blows
bubbles.
Talk-ability.
H O W W E D I D I T

45. Insight
Disrupting people’s
daily routine with
something fun and
playful can be more
engaging.
Approach
Recycling bin which
burps and blows
bubbles.
Talk-ability.
Design
Character-driven.
Playful.
Colourful.
H O W W E D I D I T

46. Insight
Disrupting people’s
daily routine with
something fun and
playful can be more
engaging.
Approach
Recycling bin which
burps and blows
bubbles.
Talk-ability.
Design
Character-driven.
Playful.
Colourful.
Impact
Engagement on
social media.
Lighting the spark.
H O W W E D I D I T

47. S T O R I E S
If the audience feel part of the story,
behaviours can be changed.
6

49. T H E C H A L L E N G E
How can we
help people
see the value
of plastic?

50. T H E C H A L L E N G E
How can we
help people
see the value
of plastic?
T H E I D E A
A recycled plastic boat

51. Insight
Issue with litter in
London’s Docklands.
People believe it
when they see it.
Businesses and
schools largest
groups in area.
H O W W E D I D I T

52. Insight
Issue with litter in
London’s Docklands.
People believe it
when they see it.
Businesses and
schools largest
groups in area.
Approach
Collaborated to
create 99% recycled
plastic boat.
Takes people
Plastic Fishing.
Circular story.
H O W W E D I D I T

53. Insight
Issue with litter in
London’s Docklands.
People believe it
when they see it.
Businesses and
schools largest
groups in area.
Approach
Collaborated to
create 99% recycled
plastic boat.
Takes people
Plastic Fishing.
Circular story.
Design
Showcases circular
economy.
Physical.
H O W W E D I D I T

54. Insight
Issue with litter in
London’s Docklands.
People believe it
when they see it.
Businesses and
schools largest
groups in area.
Approach
Collaborated to
create 99% recycled
plastic boat.
Takes people
Plastic Fishing.
Circular story.
Design
Showcases circular
economy.
Physical.
Impact
1000+ people
have come
Plastic Fishing.
Story continues.
H O W W E D I D I T

55. S O C I A L
N O R M S
Because everyone else is doing it...
7

56. T H E C H A L L E N G E
How do you get
people to live a
more sustainable
life at home?

57. T H E C H A L L E N G E
How do you get
people to live a
more sustainable
life at home?
T H E I D E A
Ikea Live Lagom

58. H O W W E D I D I T
Insight
Ikea family –
150 households,
perceptions around
‘living sustainably’.

59. H O W W E D I D I T
Insight
Ikea family –
150 households,
perceptions around
‘living sustainably’.
Approach
Mutually supportive
groups, personal
connections,
positive feedback.

60. H O W W E D I D I T
Insight
Ikea family –
150 households,
perceptions around
‘living sustainably’.
Approach
Mutually supportive
groups, personal
connections,
positive feedback.
Design
‘Lagom’ – harmony
and balance.

61. H O W W E D I D I T
Insight
Ikea family –
150 households,
perceptions around
‘living sustainably’.
Approach
Mutually supportive
groups, personal
connections,
positive feedback.
Design
‘Lagom’ – harmony
and balance.
Impact
Sharing stories,
new lifestyle trend
- ‘Lagomers’, new
catalogue created.

62. D I S R U P T
Challenge the status quo
8

64. T H E C H A L L E N G E
How can you
encourage
people to buy
less and avoid
the pressure of
Black Friday?

65. T H E C H A L L E N G E
How can you
encourage
people to buy
less and avoid
the pressure of
Black Friday?
T H E I D E A
Bright Friday

66. H O W W E D I D I T
Insight
70% have bought
sale items they’ve
never used.
We care about
the environmental
impact of buying
things but this
doesn’t justify
messages such as
‘Buy Nothing Day’.
e
-

67. H O W W E D I D I T
Insight
70% have bought
sale items they’ve
never used.
We care about
the environmental
impact of buying
things but this
doesn’t justify
messages such as
‘Buy Nothing Day’.
Approach
Positive - offering
fun alternatives to
Black Friday.
Playful and
disruptive.

68. H O W W E D I D I T
Insight
70% have bought
sale items they’ve
never used.
We care about
the environmental
impact of buying
things but this
doesn’t justify
messages such as
‘Buy Nothing Day’.
Approach
Positive - offering
fun alternatives to
Black Friday.
Playful and
disruptive.
Design
Bold, disruptive,
playful.
Created a satirical
fashion magazine
called ‘Faux’.
Eye-catching
installations to
visualise the issue.

69. H O W W E D I D I T
Insight
70% have bought
sale items they’ve
never used.
We care about
the environmental
impact of buying
things but this
doesn’t justify
messages such as
‘Buy Nothing Day’.
Approach
Positive - offering
fun alternatives to
Black Friday.
Playful and
disruptive.
Design
Bold, disruptive,
playful.
Created a satirical
fashion magazine
called ‘Faux’.
Eye-catching
installations to
visualise the issue.
Impact
Approximately
2.3 million people
reached.
Approximately
35,500 people
engaged.
Directly extended
the life of 449 items
clothing.

70. B E H A V I O U R C H A N G E T E C H N I Q U E S
T O R O U N D U P. . .
1
N U D G E
2
P R O M P T
3
S I M P L I F Y
4
H O O K S
5
F U N T H E O R Y
6
U S E S T O R I E S
7
S O C I A L N O R M S
8
D I S R U P T

71. H U B B U B TA K E A W AY S
3 K E Y L E S S O N S
Long lasting behaviour
change takes time.
Not everything is a
‘winning’ idea.
Test your idea and be
prepared to fail.
Know your audience,
be one step ahead.
1 2 3

72. T H A N K Y O U
M I C H E L L E @ H U B B U B . O R G . U K
R E G I S T E R E D C H A R I T Y N U M B E R 11 5 8 7 0 0

73. Over to you...

74. Air quality
01

75. T H E I S S U E T H E C H A L L E N G E
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