Trewin Restorick, CEO and Founder of environmental charity Hubbub, explains how creative campaigns can change consumer behaviour and bring about large-scale change.
Trewin will be speaking at this year’s Power of Print Seminar on the 6th of November. For more information and to book your place, go to www.powerofprint.info
Interview conducted by Sam Upton.
What does Hubbub do?
We’re a charity whose aim is to take environmental messages to a mainstream audience. We collaborate with businesses to run campaigns that are all about behaviour change, talking about things people are passionate about, such as their homes, the food they eat, the clothes they wear and their neighbourhoods. We measure everything that we do and then open source it all, so that others can take the best bits and learn from our work.
What prompted you to set up Hubbub?
I’ve been doing environmental work for years, and I wanted to create a charity that used everything I’d learnt but talk about the environment in a totally different way. The main driver was that the science around climate change was getting increasingly bleak in that people were either too accepting or openly hostile. I wanted to communicate the science around climate change in such a way that people could feel that they could do something about it, rather than feeling that it’s out of their control.
What exactly is that way?
It’s very lifestyle-based. Our work is based on proven academic behaviour change techniques, answering the question of how you actually get people to change their actions, rather than just saying they believe in something. We get our messages out by installations, social media, video – the entire range of communication – to create something unique and different. Most of our campaigns are done hand in glove with very large companies, which we think is the way large-scale change can happen.
We’re pushing up against the limits of our planet’s capacity to cope with the way we’re living our lives
Which projects are you the most proud of?
The ones that have really stood out include a campaign with IKEA to encourage their customers to make greener lifestyle choices, which has resulted in a big shift in the amount of green products that have been sold and the level of engagement they have with their customers. We also made a recycled plastic boat from the litter we found in the waters around London. It’s a 99% recycled plastic boat, which we now use to take children and businesses plastic fishing to collect more plastic from the rivers. That’s a really nice circular story.
How do you see the debate on single-use plastics developing?
We’re convinced that the plastics debate is going to escalate. I think there will be lots said in the upcoming budget and the government will introduce legislation that will drive businesses away from using single-use plastics. These are long-term embedded trends and as people see more and more natural disasters such as hurricanes, they will start to understand that we are pushing up against the limits of our planet’s capacity to cope with the way we’re living our lives, and the need for change will only become greater.
What part will paper and card play in this change?
The real downside of plastics is that when it gets into the natural environment it doesn’t degrade. But we know that paper and card does degrade and doesn’t have such a negative effect on animal and human health, so I’m seeing businesses rethinking how they use plastics and moving more towards paper solutions in a creative way. Paper definitely has a growing role to play and I think we’re going to see a shift back to more paper and board solutions.
- Trewin Restorick will be speaking at the 2018 Power of Print seminar. For more information and to book your place, go to www.powerofprint.info
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