RE3.org Survey Results - Barton College, Spring 2007

This semester we conducted surveys and focus groups regarding the RE3.org campaign. Over the coming weeks we will post the results.

In January, I went to Barton College with my coworker to give a presentation on global warming and recycling to a group of students. We then took time to do a survey and focus group about the RE3.org graphics and commercials. The results are:



Favorite to Least Favorite for the graphics:
-Boone to Bald Head
-Skateboard
-Proof of an Afterlife
-Blowdryer
-What’s it to me?
-Recycle Today
-RE duce, RE use, RE cycle
-Find a Bin

Favorite to Least Favorite for the commercials with comments from students included:

-Tag
Q: What did you like about this commercial?
A: It was funny/hilarious. Not just for rural communities.

Q: How could you improve upon this commercial?
A: Have them be in a cow field. Put the RE3 logo on the tag. Shouldn’t show them using unrecyclable plastic cups.

Q: How does it keep your attention?
A: The dart.

Q: How well does it relay the recycling message?
A: The message of “lazy” is throughout the commercial. Show more laziness with a recycling bin in the background that he doesn’t walk to.

-Longing Can
Q: What did you like about this commercial?
A: The tagline. The music.

Q: How could you improve upon this commercial?
A: Didn’t like the price tag on the can. Don’t try to pretend that recycling is cool.

Q: How does it keep your attention?
A: The feeling of hope. You want to know what the can will say next or what will happen if we don’t recycle.

Q: How well does it relay the recycling message?
A: It makes you feel sorry for the can. One person felt that the guilt message worked because you need to know the consequences of not taking action.

-Mobsters
Q: What did you like about this commercial?
A: Looks like the Sopranos show.

Q: How could you improve upon this commercial?
A: The bag should make noise like there are cans in it. Should put the cans in the container. More mob talk.

Q: How does it keep your attention?
A: Suspenseful.

Q: How well does it relay the recycling message?
A: Semi-effective. Should show them recycling the cans at the end.

-Epiphany
Q: What did you like about this commercial?
A: The guy at the end was funny.

Q: How could you improve upon this commercial?
A: The woman was not attractive enough. Disrespectful to women (but reality). It’s a typical commercial where you try to use sex to sell. Don’t use skateboards as much – use cars and sports.

Q: How does it keep your attention?
A: Yes and No.

Q: How well does it relay the recycling message?
A: Doesn’t relay message. Why did she put the bin in the middle of the street?

Via the surveys that were conducted prior to the focus group, students chose “Tag” as their favorite, but after the focus group when I asked the group as a whole which commercial was their favorite they chose “Longing Can”. Interesting!