Clear, informative, and persuasive communications can significantly boost the success of your event by focusing participant attention on the 5 keys to behavior change (awareness, knowledge, resources, capacity, and motivation).

Here are a few things to consider:

  1. Choosing Your Communication Outlets - which of these does your audience use?

    1. Email

    2. Internal communication/posting spaces

    3. Social media

    4. Traditional media

  2. Communication Guidelines - how do you want to express your challenge to them?

    1. Aim for positive, aspirational language because this is exponentially more motivating than negative, avoidance-based messages.

    2. Audiences enjoy and respond more strongly to thinking about the ideal/desired end result of their actions more than to a picture of failure.

    3. Loss aversion can be useful, but aspiration is even more powerful.

Communication Timing and Content Outline

Timing

Days

Action

Pre-Event

14 days before the event

  1. announce upcoming challenge

  2. explain purpose

  3. encourage app download

  4. suggest litter picking tools

Pre-Event

7 days before the event

  1. ask the audience to download the app

  2. ask the audience to make personal or public pledge statements

  3. solicit questions

Pre-Event

2 days before the event

  1. remind the audience of the event

  2. clarify logistics

  3. share weather forecast

  4. encourage app download/testing

  5. share number of current pledges/participants

  6. share Two-minute Litter Pick You-Tube Video

  7. solicit questions

Event Start

  1. Day of event start

  1. re-announce event

  2. share purpose and logistics

  3. encourage app download

  4. suggest litter picking tools

  5. solicit personal/public pledges

  6. specify end date

  7. share a couple of pledges

  8. solicit images of participants conducting cleanups

During Event

3 days after the event start [events at least 7 days long]

  1. event reminder

  2. share number of current participants

  3. share a few pledges

  4. share a few images of participants conducting cleanup

During Event

7 days after event start [events at least 10 days long]

  1. event reminder and purpose

  2. share number of cumulative participants

  3. share a cumulative total of litter removed

  4. share a few pledges

  5. share a few images of participants conducting cleanup

During Event

14 days after the event start and every 7 days afterward [events at least 21 days long]

  1. event reminder and purpose

  2. share number of cumulative participants

  3. share a cumulative total of litter removed

  4. share a few pledges

  5. share a few images of participants conducting cleanup

During Event

2 days before the end of the event [events at least 7 days long]

  1. “last chance to participate” event reminder

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