Posted by Ashveen Sharma
The specific behavior that is being influenced in Take
the No Idling Challenge is to turn cars off and not be idling when in park or
not driving for the conservation of polar bears. This behavior change is
critical for a sustainable economy and excessive idling presents many negatives
which is mainly on the pollutants being expelled on the environment. The link
to polar bears is direct as when vehicles burn fossil fuels, they are emitting
carbon dioxide into the atmosphere, thus melting critical polar ice caps that
polar bears live upon. These gases are trapped into the atmosphere and
therefore locks in heat and disrupts the climate (
There are also behaviors that are explained that are
targeting driving a vehicle with stop and go technology to conserve fuel when a
vehicle is in park or at drive-thru waiting in line.
Attached below is the campaign.
https://polarbearsinternational.org/media/3006/pbs-no-idle-toolkit-2017.pdf
In the journal article Environmental Reviews and Case Studies the authors Mildenberger et al discuss how theoretical approaches are the best element to environmental behavioral change (Mildenberger, Stokes, Savan, Kolenda, & Doldermann, 2013). As this campaign is following in suit by being voluntary and well written along with prompts that are influential as this campaign reinforces that "You have a very important role to guide the young people in the right direction and lead by example with encouragement" (Mildenberger et al., 2013, p. 1).
In another journal article called The Dragons of Inaction by Robert Gifford the psychological barriers to behavior change are discussed. One of them being ignorance and having an ancient brain per say. as the issue can be prevalent however the unawareness outpowers the will to change (Gifford & Robert, 2011). He discusses unless the issue is directly affecting them there is no course for change and action. Which in this campaign the marketing tool of using heart strings and younger children talking during public events has changed viewpoints of adults to prevent climate change and implement policies at their work. "If the children are talking about it, they must have a valid point" which was quoted by Samantha Jackson as she implemented a no idle rule while loading and unloading being the health and safety coordinator at a truck transport company (Take the No Idling Challenge!, n.d).
The target audience that is intended looks at the global scale and is directed at anyone who drives a motor vehicle or is concerned about the environment. These actions are critical as around the world there is an ever-growing push to invest research and development into the economy by implementing idle free zones, and sustainable transit that runs on pure electricity
Attached below is the campaign.
https://polarbearsinternational.org/media/3006/pbs-no-idle-toolkit-2017.pdf
In the journal article Environmental Reviews and Case Studies the authors Mildenberger et al discuss how theoretical approaches are the best element to environmental behavioral change (Mildenberger, Stokes, Savan, Kolenda, & Doldermann, 2013). As this campaign is following in suit by being voluntary and well written along with prompts that are influential as this campaign reinforces that "You have a very important role to guide the young people in the right direction and lead by example with encouragement" (Mildenberger et al., 2013, p. 1).
In another journal article called The Dragons of Inaction by Robert Gifford the psychological barriers to behavior change are discussed. One of them being ignorance and having an ancient brain per say. as the issue can be prevalent however the unawareness outpowers the will to change (Gifford & Robert, 2011). He discusses unless the issue is directly affecting them there is no course for change and action. Which in this campaign the marketing tool of using heart strings and younger children talking during public events has changed viewpoints of adults to prevent climate change and implement policies at their work. "If the children are talking about it, they must have a valid point" which was quoted by Samantha Jackson as she implemented a no idle rule while loading and unloading being the health and safety coordinator at a truck transport company (Take the No Idling Challenge!, n.d).
The campaign organizers have addressed the marketing
mix well and it begins with the actual product that is offered, in this case it
is the service to prevent car idling and create awareness. The service itself
and the campaign is well addressed with a catchy slogan which is Idle Free for
Polar Bears the consumer need is satisfied to learn about what idling presents (Take the No Idling Challenge!, n.d). It begins with expanding to the community by doing research about existing
programs that are in place and therefore join and contribute to that effort. A defining
focus such as will the service be directed at idle free zone sign implementation?
Going into the restaurant as opposed to drive thru's? Or for commercial delivery
trucks that could be turned off when waiting for loading and unloading? A meeting
would be the next step in the works with the correct authority such as school principles,
president of companies, or government officials. Lastly, letters to voice the
opinion in writing is the last element of the service which serves as a
statement and a letter from the heart
The place aspect is well shown as the target audience
has an appealing website to look upon with links to external facts and videos
for a visual appeal. There are distribution channels to concert these consumers
into champions to promote the campaign through letter templates, sample emails,
and stickers to raise the word.
The price is $0 on the consumer and would work alongside the consumer to save money overall, all the campaign marketers persuade it to make the change and turn your key off.
Overall, this campaign has an excellent scope and has good aspects that target consumer habits from start to finish to develop a useful life cycle assessment
Lastly, promotion is excellent as the campaign gains
access to larger distribution channels such as YouTube and Twitter to attract
to a more global audience, as well marketing billboards that are proven to
catch the eye of consumers.
As for the comparison this
campaign is more detailed and in depth than the DontBeIdle campaign. For one,
that campaign is missing critical elements such as not having a value chain
from consumer to business. There is not a defined stakeholder element which can
overlay the consumer from following in suit. The target audience is well
defined in the polar bear challenge and has many more mediums to promote the
sustainable idea. There are different audiences the Take the No Idling
Challenge campaign targets at such as younger children to get them involved
with stickers and making them interested. As well for adults to be the solution
to this global program.
#saveourseaice.
References
Gifford & Robert. (2011). The Dragons of Inaction: Psychological Barriers That Limit
Climate Change Mitigation and Adaptation. American Psychologist - AMER PSYCHOL.
66. 290-302. Retrieved February 2, 2019, from 10.1037/a0023566.
Mildenberger, Stokes, Savan, Kolenda, &
Doldermann. (2013). Beyond the information campaign: Community-based
energy behavioral change at the University of Toronto. Environmental Practice.
15. 147-155. Retrieved February 2, 2019,
from 10.1017/S1466046613000057.
Take
the No Idling Challenge! (n.d.). Retrieved February 2, 2019, from
https://polarbearsinternational.org/media/3006/pbs-no-idle-toolkit-2017.pdf
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