Thanks to funding from the Virginia Coastal Zone Management Program, CVW staff created, tested, and piloted a “Kick the Straw” campaign for college campuses in 2018-2019. The campaign was designed as a Community-Based Social Marketing commitment campaign for students to take a pledge to quit using plastic straws. The goal was to design a campaign strategy and resources that could be diffused to other college campuses across Virginia--and beyond.
|A campaign message of “Kick the Straw” and artwork incorporating a charismatic turtle kicking a straw was developed and test marketed amongst students on the Longwood University campus.|
|The campaign engaged many CBSM elements including making a commitment via signature, receiving a prompt in the form of stickers, stimulating social norms through direct contact between people and signage at locations where plastic straws are used, and providing reusable metal straws as an incentive. Many of these techniques and resources were shared with two other participating schools, George Mason University and Virginia Commonwealth University.|
A follow-up survey will be administered to approximately 1,000 participants to determine if the campaign was effective in changing behaviors, and which aspects of the campaign had the strongest effects on their behavior. The findings of this pilot will be summarized into a Final Report and campaign Toolbox to be circulated to Virginia’s sustainability affiliated Universities to encourage the diffusion and adoption of the Kick the Straw campaign or incorporation of its successful elements into other single use plastic reduction commitment campaigns.
Here are the tools for a successful Kick the Straw campaign: