Another way to raise awareness is to share stories of other people/organizations who are furthering your mission. Discuss this strategy—if you want to employ it, assign this role to someone.
Raise Awareness
1. Another way to raise awareness is to share stories of other people/organizations who are furthering your mission. Discuss this strategy—if you want to employ it, assign this role to someone.
2. Talk about whether you want to socialize your message in ways that aren’t related to social media: posters, pamphlets, etc. Plan what these will look like and who will create them.
3. Decide how you will track your metrics (likes, shares, etc.) and who will be responsible for this. This is important information for knowing what kinds of posts are working and what kinds aren’t. Decide when and how you will evaluate the effectiveness of your
campaign.
Now go change the world!
Spreading the Word on Food Waste This tool is designed to get you thinking about a communication strategy on the importance of food waste reduction to your peers. The more people know and care about food waste, the greater our chances of seeing actual change!
Social media can be a powerful tool for spreading a message. Use the following questions to brainstorm as a team and take notes on your ideas.
© 2020 World Wildlife Fund | worldwildlife.org/foodwastewarriors | 10
Name: Date:
How long will this campaign last? Once you have spent time brainstorming together, decide who will do each task. Based on your roles (social media managers, video producers, meme creators, etc.), you may want to divide into smaller groups for more planning.
Socializing the Message
Social media can be a powerful tool for spreading a message. Use the following questions to brainstorm as a team and take notes on your ideas.
1
1
The Message
What are some
hashtags we
could use? How often
will we post?
What do we want people to do as a result of our message? Is there a program we could set up (cafeteria share table, school composting, etc.) that we could invite them to join? Or is it more about personal habits?
Could we create a specific challenge of some kind? (Check out this girl who saved all of her trash in a jar—is there something similar we could do?)
What platform(s) will we use (Instagram,
Twitter, etc.)? What kinds of posts do we want to create
(images, memes, videos, inspirational
writing, etc.)?
© 2020 World Wildlife Fund | worldwildlife.org/foodwastewarriors | 11
Name: Date:
Here you have a chance to communicate with decision makers who can make a big difference on food waste—people like hotel and restaurant owners, school administrators, grocery store managers, and government officials. Spend some time brainstorming as a team and jot down your ideas here.
Speaking
Truth
to Power
1. Who do we want to target?
2. For each category of decision maker, what will we be asking them to do?
3. What will be the most effective avenues of communication with each person (formal letter, email, in-person/Zoom meeting, petition signatures)? You may want to try different forms to see what works best.
© 2020 World Wildlife Fund | worldwildlife.org/foodwastewarriors | 12
Name: Date:
Speaking
Truth
to Power
4. What information will be most important to include so that this person is convinced that food waste matters?
Now plan who will be reaching out to each community member.
1. You may want to work in teams (two people work on a letter together), or you may decide that splitting the work between individuals is easier.
2. Make sure you read the information below (Communication Tips) so that your interactions are professional. This makes you more likely to be taken seriously.
3. Decide when and how you will evaluate the effectiveness of your campaign.
Now go change the world!
© 2020 World Wildlife Fund | worldwildlife.org/foodwastewarriors | 13
Name: Date:
Communication Tips If you wanted to make an announcement to a big crowd but forget to turn on your microphone or speaker, your audience wouldn’t have a chance of hearing you—no matter how important your message may be. In the same way, there are some important ways you need to “turn on the mic” when communicating with adults. Here they are:
* Be polite. This means expressing gratitude, using appropriate titles (Ms. Brown, Dr. Collins, etc.), and saying “please.”
* Don’t be overly familiar. These are adult leaders, not friends. Use “Dear” not “Hey.” Avoid slang. You don’t want your language to be unnatural, but it should not sound like a text message either.
* Early in the message, explain who you are and why you are reaching out. By the end of the second sentence, your reader should understand the gist of why they are receiving this email or letter.
* After you introduce yourself, explain the problem (food waste) in a clear, concise way. You want the reader to understand the gravity of this issue through concrete data that supports your point of view.
* Then state what you are asking the reader to do. What action are you hoping they will take to enact solutions or impact the problem? Can you offer any practical help to facilitate their action?
* Close by thanking them for their time and stating how they can reach you if they desire further dialogue.
* If you want to initiate a conversation (phone, Zoom, or in person), you should first reach out with an email. This email should not be as detailed as a stand-alone email but will give the recipient the general information about who you are and why you would like to meet. State how much time you are requesting and make sure you honor the commitment if they agree to a meeting.
Note: The principles above are the same whether you are writing an email or a business letter that you will mail. The only difference is that you don’t need the date and contact information at the top of the email!
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