[greenon-l] Conservation 1, 2, 3.

[Conservation Council of Ontario]

Green On.
The Online Newsletter of the Conservation Council of Ontario
see www.greenontario.org for the online version and to subscribe or unsubscribe

Editor:  Chris Winter, Executive Director

Note:  The Green On. listserve is currently being used to promote our We 
Conserve Initiative
Please see www.weconserve.ca for details.


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Conservation 1, 2, 3.

This week, we're asking for your comments on how to design a common social 
marketing approach for conservation.

But first...

Doors Closed a Huge Success
In our one week blitz, the Doors Closed campaign reached (we're told) 4.3 
million people through over 100 media spots.

Over 5,000 posters were distributed in 15 different communities via 24 
partner organizations, dozens of volunteers, 2 municipalities and 2 
chambers of commerce.

For a quick-start campaign, designed to show the potential of a united 
movement, I'd say that's a success. Even better, everyone we talk to says 
that we need to be back again next summer with a bigger and better campaign.

Congratulations and thanks to everyone who helped out!  We'll have a full 
report online in a couple of weeks.

The United Conservation Campaign
Doors Closed has demonstrated the strength and depth of our movement. It 
has shown that there is strong public support for conservation, and an 
equally strong interest on the part of municipalities and retailers to be 
part of Ontario's conservation movement.

Our challenge now is to design a conservation campaign that is both 
universal and meaningful.
    * It has to be universal, so that an individual, a building, a store, a 
school, a municipality, a company, and a farmer, can all participate in the 
campaign.
    * It must be flexible, so that the core principles will be relevant for 
all participants.
    * It must be able to address all issues and activities under the 
conservation umbrella.
    * It must have depth and support the programs and services provided by 
organizations and companies across Ontario.
    * It must stimulate a desire to improve.

I propose we develop a simple three-level approach to We Conserve. It's 
based, in part, on the "ABC" approach used by the One Tonne Challenge, 
where you can achieve your one tonne C02 reduction through twenty simple 
steps, five medium steps or one major change. 
<http://www.climatechange.gc.ca/onetonne/english/index.asp>http://www.climatechange.gc.ca/onetonne/english/index.asp

Level One: Taking the first steps -- easy things you can do yourself.

Level Two: Making an investment (time and/or money) -- things we can help 
you with, through our services and conservation products.

Level Three: Making a commitment -- things that require a significant shift 
in lifestyle.

Applying the Model
We need a common checklist, covering nature, energy, transportation, 
household hazards, and waste reduction (for an example, see Eneract's Smart 
Living guidebook at <http://www.smartliving.ca/>www.smartliving.ca). Each 
section would list the three levels of activities with links to supporting 
organizations. This could also be done as the online conservation 
calculator referred to in the second posting (How Wide and Deep is 
Conservation)

The checklist can be adapted for different applications. For retailers, it 
might incorporate the "Doors Closed" message along with maintenance of HVAC 
systems and other tips from the Cool Shops program. Cultural associations 
can also adapt (and translate) the checklist for their communities.

This is a self-assessment model, which means that anyone can participate in 
We Conserve. For example, any store can display a poster if it has 
completed the checklist and is committed to promoting conservation.

The challenge comes in defining Level Two and Level Three commitments, 
especially with respect to our economy. For a company, the level one 
activities would refer to adopting basic environmental management policies 
and actions (Responsible Care, for example). Level Two would involve an 
investment in new technology and marketing conservation products. Level 
Three would require a complete commitment to conservation in operations and 
products.

This, then, becomes the common framework for We Conserve. We can then look 
at designing individual campaigns, co-marketing initiatives, and other 
activities designed to help catalyze the shift to a conserver economy and a 
conserver society.

Your Comments
Here's three questions for you:
1.  How can you help develop the checklists?
2.  How would you adapt a checklist for your organization or membership?
3.  Will a common, three-level approach help in promoting your 
organization/company and programs/products?


Please post your comments at http://weconserve.ca/articles/?p=7
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