The document discusses a project between Camden Council, University of Oxford, and University College London to encourage more sustainable behaviors and reduce printing. The project involved collecting robust printing data to understand behaviors and inform interventions. A similar approach to a previous heat metering project was used. The goals were to reduce printing to save paper and money, and allow for behavioral analysis. The project saw a 15% decrease in printing, equivalent to £86,000 yearly savings, and provided insights into top-down and bottom-up approaches to changing behaviors.
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BEHAVIOUR CHANGE FOR SUSTAINABILE GREEN ACTION, By Anna Ware, Camden Council
1. Partners: University of Oxford & University College London
London Borough of Camden
Keywords: Cultural Initiatives, Local Resource Valorization, Regional
Hubs, Waste Management Systems
Behaviour Change for Sustainable
Green Action
2. At one stage Camden Council printed over 1.5 million copies
every month. Piled up, this would be more than twice as tall as the
St Pancras Clock Tower.
We wanted the most effective way encourage our staff to print a
lot less and conserve resources.
3. We had robust and real time data that offered insights into
people’s behaviors.
Dr Robert Metcalfe was confident that using a similar approach as
the heat metering project would result in significant savings.
4. The whole process was designed around ensuring we met our
individual objectives
Reduction in printing - saving paper and money
Data for behavioural economics analysis
5. We wanted to measure the impact of our Green Zones
Programme.
Kristy Revell was doing a PhD on environmental behaviours
6. Project was designed around the most suitable zones for UCL’s
study and timescales
8. Project output and impact
We saw a 15% decrease in printing, equivalent of £86,000 per year
Better understanding of top down and bottom up approaches
Used it as a concept in a number of projects
Intro to sustainability and behvaiour change There are a lot of barriers
Sustianablitly being green.
Xerox printers, rob had been wrkign with HASc and was wanting anew environment wanted to an opportunity to observe how social norms and incentives worked in
Why did it work as a partnership. Really about sharing skills and resources
We offered resource to send out the email but had no resource to analyse the data
He had access to funding For incentives
designed the emails and process
He was responsible for the data.
Sustainability Team at Camden Council
Interested in encouraging people to take up a green behaviour
Had access to both the data and our staff
Limited resources
Oxford University
Wanted to test his theories and have material to publish
Was responsible for the data
Had access to funding
4 different emails were sent via two different messengers
Instructions were over a three month period
Data then retrieved and analysed
Combination of social norms, incentives, lottery and both.
We told also let some people know they were being monitored.
Specifically top down versus bottom up approaches.
Kristy Revell was doing a PhD on environmental behaviours Following an initial conversation, we spotted an opportunity to collaborate. We chose three areas, to focus on; recycling, cycling, energy
And she needed real life examples
In this instance the Project was designed around the most suitable zones for UCL’s study and timescales
Tested peer to peer messaging
We gave her details of all our zones. She picked the ones with suitable timescales and potential
Not all came to fruition, but three did.
We designed a way that gave Kristy access without privacy issues. Reduced our resource, gave her freedom.
Sustainability Team at Camden
Had access to people, communities and projects taking action
We helped her to distribute
Kristy
Had funding (e.g. for the GPS)
Had the time
Kristy designed up three ways to measure
We had to get permissions from senior staff.
Rob being overseas vs Kristy being local
UCL being airy, rob quite factual
Underestimated the time invovled for ht team.
Cofnidentialtiy
Reductionin pritning. Messenger Seems to have been maintained, rolled out to second phase.
Better understanding of top down and bottom up approaches and their impact on green activity (for example top down worked well for people who didn’t see themselvess as green). Still waiting on results e.g. GPS
Used it in a number of other projects, demographics recyclign, recycling incentive, imprtoantce of messanger
A lot of learning
In this instance the Project was designed around the most suitable zones for UCL’s study and timescales
Tested peer to peer messaging
We gave her details of all our zones. She picked the ones with suitable timescales and potential
Not all came to fruition, but three did.
We designed a way that gave Kristy access without privacy issues. Reduced our resource, gave her freedom.
Sustainability Team at Camden
Had access to people, communities and projects taking action
We helped her to distribute
Kristy
Had funding (e.g. for the GPS)
Had the time
Kristy designed up three ways to measure
