ubc sustainability - reducing red meat consumption on campus

UBC SUSTAINABILITY Climate Food Action Plan COMM 486F – Sustainability Marketing

Jessica, Kelly, David, Margarita, & Eryka

Project Overview

Addresses how food contributes to UBC’s GHG footprint.

First initiatives to quantify the GHG impact of food on campus was made by SEEDS.

In partnership with UBC Food System Project.

UBC is regarded as one of the most sustainable post secondary institutions in the world.

Project Overview REDUCING RED MEAT CONSUMPTION ON CAMPUS

•  Red meat has the highest GHG emissions per kg of food and is known as a HIGH CARBON EMMISSIONS FOOD.

FOOD (pesticides, water, fossil fuels)

WATER (consumption, transport)

TRANSPORTING (fossil fuel use, GHG)

METHANE GAS (GHG emissions)

PROCESSING (GHG emissions, fossil fuel use)

Current Market SNAPSHOT! SUSTAINABILITY AT UNIVERSITIES •  Prominent at North American Universities •  Less prominent in Europe •  Why? Open minded people, innovation, aware of issues

FOOD SUSTAINABILITY AT UNIVERSITIES •  Current initiatives non-‐GMO, local, organics, animal welfare

CURRENT UNIVERSITY INITATIVES •  Meatless Monday – 129 schools globally •  Veguary – Middlebury College •  Mushroom Council – University of Massachusetts Amherst •  Red Meat Parody Flyer -‐ McMaster

•  Lowering red meat consumption vs. obstacles to getting the UBC community to do so.

Situation Analysis

S W O T

INTERNAL

Strengths (Build and enhance)

Weaknesses (resolve and reduce)

EXTERNAL

Opportunities (Exploit and expand)

Threats (avoid and thwart)

Situation Analysis

STRENGTHS

•  Feel good doing it •  Intrinsic motivation

•  Lots of options on campus

WEAKNESSES

OPPORTUNITIES THREATS

Situation Analysis

STRENGTHS WEAKNESSES

• Not always convenient

• Not always cost-‐effective

• Not always aware


Situation Analysis


OPPORTUNITIES •  Growing awareness •  Trend towards “superfoods”

•  Health concern on the rise •  Sustainability concern rising

THREATS

Situation Analysis



•  Increasing academic workload

•  Social media slacktivism

• Other causes stealing attention

Situation Analysis

STRENGTHS

•  Feel good doing it •  Intrinsic motivation

•  Lots of options on campus

WEAKNESSES

• Not always convenient

• Not always cost-‐effective

• Not always aware

OPPORTUNITIES •  Growing awareness •  Trend towards “superfoods”

•  Health concern on the rise •  Sustainability concern rising

THREATS

•  Increasing academic workload

•  Social media slacktivism

• Other causes stealing attention

Problem Definition & Goals

DECREASE GHG EMMISSIONS ON CAMPUS CAUSED BY RED MEAT CONSUMPTION BY 5%*

Develop overall communication strategies and

tactics

Increase awareness and participation in

the cause

Understand current

consumer behaviours and

attitudes

Therefore promoting alternatives!

Customer Analysis METHODOLOGY – Online Survey

Total Survey Respondents: 264 69% Female 31% Male

Distributed via UBC Sustainability, AMS, Faculty Governments, and others.

0%

5%

10%

15%

20%

25%

30%

STATUS OF RESPONDENTS

24%

17%

7% 27%

2%

16%

1%

4% 4%

FACULTY OF RESPONDENTS

Arts Science Engineering

Commerce Kineseology Land and Food Systems

Forrestry Staff (No Faculty) Other

Customer Analysis

Most common sources of food are the SUB (Honor Roll and Delly), and Food Service Outlets.

Convenience (34%) and Price (30%) are the most important selection criteria for where to eat.

Customers like Turkey Sandwich (29%) and Vegetable soup (17%). No one wanted burgers (7%)!

KEY FINDINGS

Customer Analysis KEY FINDINGS

Very few people eat less red meat to be sustainable. Only 5.5% of respondents against red meat for environmental reasons.

Consumers knew beef has the highest carbon footprint. They overestimated the carbon footprint of chicken but underestimated the footprint of pork.

72% of respondents said that being informed of the environmental footprint would affect their purchasing behavior.

Customer Analysis

The All-‐Star Concerned with muscle recovery and being full.

The Granola Goes out of their way to make sustainable choices.

The Busy Bee The student that Does. It. All. Without a moment to spare.

The Beauty Queen Concerned with looking their best and being their best at all times.

SEGMENTATION

Customer Analysis SEGMENTATION – THE ALL-‐STAR

Ben Chow

-  Varsity Athlete, National Team -  >3hrs of physical activity daily -  Hunger cannot be satisfied -  Favorite food on campus includes

Tim Hortons and Triple O’s The All-‐Star Concerned with muscle recovery and being full.

Customer Analysis SEGMENTATION – THE GRANOLA

The Granola Goes out of their way to make sustainable choices.

Customer Analysis SEGMENTATION – THE BUSY BEE

Geoff Lister

-  The Ubyssey Editor -  High academic performer in

marketing (group projects!) -  Founder of photography company -  Favorite food location on campus

is the one that’s closest!

The Busy Bee The student that Does. It. All. Without a moment to spare.

Customer Analysis SEGMENTATION – THE BEAUTY QUEEN

KLARA BRULHART

-  Second year Arts student -  Professional model -  Loves going out with her friends! -  Favorite food locations on campus

include Honor Roll, and UBC Food Services Outlets

The Beauty Queen Concerned with looking and being their best at all times.

Strategies & Tactics Objec

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Strategy 1: Educate and create awareness

Tactic 1.1: Jump on #therippleeffect

Tactic 1.2: Create #whatthecow microsite

Tactic 1.3: Giant cow guerilla marketing stunt

Tactic 1.4: UBC events partnership (Imagine Day BBQ)

Strategy 2: Change Behavior

Tactic 2.1: Embrace and support Meatless Monday

Tactic 2.2: First year residence gamification

Strategy 1: Tactic 1 JUMP ON THE #RippleEffectUBC BANDWAGON

WHY JOIN THEM? •  Join the UBC’s sustainability HUB •  … and build on it! •  More efficient and effective than lone

initiative •  Aligns with other issues •  Ripple Lab will engage some members of the

UBC community •  Website and workshop infrastructure already

developed

Strategy 1: Tactic 2 CREATE A #WHATTHECOW MICROSITE

WHY THE MICROSITE?

•  Provide a common portal that has

more information about red meat

consumption and it’s impact on the

environment

•  Feature current marketing campaigns

•  Stimulate excitement and interest

•  Promote catchy name

Strategy 1: Tactic 2 CREATE A #WHATTHECOW WEBSITE

Strategy 1: Tactic 3 GUERILLA MARKETING STUNT #whatthecow

#whythecow?

•  Attract press and media attention (i.e. UBC engineers) •  Attention grabbing, novel, exciting…. weird! •  Be vague to stimulate curiosity and investigation!

Strategy 1: Tactic 3 GUERILLA MARKETING STUNT #whatthecow

MACINNES FIELD

UBC FOUNTAIN

Strategy 1: Tactic 4 PARTNER WITH UBC FREE FACULTY BBQS

WHY THE BBQ?

•  Make it clear that we are serving this BBQ to welcome you and FOR A CAUSE •  Hand out brochures, display posters, talk to students, and use #whatthecow •  Event would attract a traffic-‐ free food=lots of students •  Target “keen bean” 1st years; change behaviours ASAP in their UBC


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Strategy 2: Tactic 1 EMBRACE MEATLESS MONDAY

Why Meatless Monday?

The city of Vancouver is a leader in this movement

Meatless Monday values and goals aligns with those of UBC Sustainability

Already familiar among Gen Y’sà easier to communicate social action

Become the fist University in Western Canada to join this global movement

Strategy 2: Tactic 1 EMBRACE MEATLESS MONDAY

Meatless Monday “specials” at UBC

food Service Locations

Remind and reinforce behavior through a witty communication

campaign

Strategy 2: Tactic 1 FOOD SPECIALS ON MEATLESS MONDAY

• Plant-‐based or other protein options become more attractive as students are highly influenced by promotions.

AFFORDIBILITY

•  This switch in behavior is equally accessible for any student no matter his/her location on campus.

CONVENIENCE

This promotion addresses the two major factors affecting food purchases on campus:

STUDENT NEEDS MET = é PROBABILITY BEHVIOUR CHANGE

Strategy 2: Tactic 1 BEHAVIOR CHANGE à REMIND, REINFORCE

Post informative facts about meat consumption in key locations around campus

Variation of messages to appeal to different consumer segments

In Line with Guerilla Marketing:

Napkins

Coffee sleeves

Bathroom posters

Posters

Busy Bee, or Granola

Busy Bee, or Granola

Athlete, Beauty Queen

Busy Bee, Granola

Granola

Athletes (male), Busy Bee

Beauty Queen

Busy Bee, Granola

Strategy 2: Tactic 2 GAMIFICATION FOR 1ST YEARS

Engage first year students living on campus (Vanier &Totem) to reduce meat consumption in a fun way!

Why 1st Years Living in Res?

•  Promote long-‐lasting behavior change as developing a new lifestyle

•  First year students can make a BIG difference (on campus eating!)

•  Exploit the Vanier – Totem rivalry to promote change

Strategy 2: Tactic 2 GAMIFICATION FOR 1ST YEARS

All completed cards go into a clear cow bin at each residence. The residence with the most

completed cards wins a PRIZE!

10 Stamps = 1 Free Entree

1 Meatless Entree = 1 Stamp


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Implementation June 2014 – May 2015

STRATEGY 1

TACTIC START DATE

#RippleEffectUBC Integration May 2014

Develop Microsite May 2014

#whatthecow Guerilla Marketing September 2014

Back to School BBQs September 2014

Implementation June 2014 – May 2015

STRATEGY 2

TACTIC START DATE

Meatless Monday •  Menu Specials

•  Promote via Napkins

•  Promote via Posters

•  Promote via Coffee Sleeves

•  Promote via Bathroom Doors

September 2014 •  September 2014

•  September 2014

•  October 2014

•  Midterms / Exams

•  November 2014 / April

Gamification in Residence (pilot) March 2015


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Thank you. Questions. Comments. Ideas.

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