Our tested approach demonstrates that making simple first actions accessible, relevant and personal can set entire communities on the path toward more sustainable choices and better behaviours. The following provides a brief description of what we do.
Provide targeted message delivery, specifically in hard to reach communities
One Change works with sponsors and partners to identify the target audiences they want to reach with their messaging. We then determine the most effective means to reach them. This can include direct outreach at the doorstep – interaction that can be tracked to the address point using sophisticated software and a mobile application in the field. The software allows us to create targeted outreach/distribution lists and record information from conversations at the door. Custom messages that amplify sponsor brands or reinforce additional programs increase penetration of the campaign in these target communities.
Volunteer and community group mobilization
One Change mobilizes volunteers and community groups to be spokespeople for our campaigns. Giving a free simple gift (energy efficient light bulb, tire gauge, etc) establishes a reciprocal relationship and enables the volunteer to ask for something in return: the customer’s time and commitment to take the next step towards energy efficiency, water conservation, etc. That next step depends on each customer’s interest, but can range from simply using the free gift, to booking an appointment for an energy audit, to becoming a program volunteer. This spectrum of participation opportunities is unique to the One Change campaign design and allows residents to participate in an initial simple action and sign up for a another program that may require a bit more of their time or effort to implement.
Direct public engagement is the primary focus of community events. Having a visible presence where people are already gathered provides an opportunity to meet and reach some otherwise inaccessible residents. One Change works with sponsors to develop a list of existing fairs, festivals and community events to attend that are relevant to the target customers.
Regular, positive coverage of the campaign as a public interest story by as many media channels as possible is critical both to getting the word out and for establishing the credibility of the campaign as a community-based effort. We strategically target conventional channels using sponsor messaging to help build momentum for the overall effort with focus on local channels.
To learn more about One Change and how our sponsors are recognized in our campaigns please visit the Sponsor Recognition page.