By: Adam Hart, 2011 Climate Corps Public Sector Fellow at Mecklenburg County, NC; MBA candidate at Kenan-Flagler Business School, University of North Carolina – Chapel Hill
Meet the stars of the “Crab, You’re It!” project, a group of fiddler crabs helping North Carolina’s Mecklenburg County employees reduce energy consumption in a lasting way. The creative folks behind this idea are Mecklenburg County’s Land Use and Environmental Services Agency. They are using community-based social marketing in the form of the crab project to help employees become better environmental citizens.
Community-based social marketing is a behavior modification strategy developed by Dr. Doug McKenzie-Mohr, a Professor of Psychology at St. Thomas University. The basic idea is that once you identify the barriers and benefits to a sustainable behavior, you can use behavior change tools to create a new social norm.
Mecklenburg County launched a pilot project, “Crab, You’re It!,” to encourage 350 county employees to turn off lights after leaving workspaces during business hours. The behavior change was driven by attaching a stigma to leaving the lights on. Employees were encouraged to spot colleagues who forgot to switch their lights off, and give them a big plastic fiddler crab. They could only pass on the fiddler crab when they found another employee wasting energy. Read More