Running a Green Contest? Be Sure to K-I-S-S it.

When it comes to promotional contests, green or otherwise, the K-I-S-S principle always applies:  Keep It Simple, Stupid.

But, particularly for contests seeking to reward environmentally friendly behavior, the key to success is to make the "entry action" (what the person has to do to enter the contest) and the prize very simple.  The more complicated or hazy these two elements, the fewer entrants your contest will attract, undermining your goal to promote green behavior.

It turns out K-I-S-S is often easier said than done. Let's look at an example of a contest which, despite very good intentions, doesn't apply the principle. 

StopWaste.org is an integrated agency comprised of the Alameda County (CA) Waste Management Authority and the Alameda County Source Reduction and Recycling Board.  The agency is running a "Ready Set Recycle" Contest intended to encourage people to keep recyclables and compostables out of their regular trash bins. 

So far, so good.

The problem is in the execution.  Entering the contest is complicated, and the prizes are not clearly defined.  Here are the rules, with the fuzzy language highlighted:

• Keep all your recyclables (bottles, cans, plastic, newspapers, etc) and organics (food scraps, food-soiled paper and green waste) out of the garbage bin and put them in their appropriate containers.
• Set your bins at the curb on your designated pick-up day.
• The pool of residences eligible to win will come from those who receive a flyer announcement hung on their bin and/or those who voluntarily opt-in to participate. Garbage bins from eligible participants will be selected at random. Contents from these bins will be separated into recyclable material; organic, compostable material; and garbage.
• The randomly selected garbage bins that contain the least amount of recyclables and organics relative to its total contents by weight will be the winners for each week.
• Of the weekly winners, the residences with the least amount of recyclables and compostables in the trash relative to the entire contents of the bin may be eligible for further reward.
• A residence may be disqualified if garbage is found in the recycling bin or contamination is found in the green bin during the bin check on your regular collection day.
• A resident may opt out of participating in the Contest but may not opt out of the responsibility to properly sort recyclables and organics from garbage. To “opt out” means the resident's solid waste and recycling bins will not be checked during the contest period for proper sorting of recyclables and organics. In order for opting out to be confirmed, a resident must supply the address where solid waste services are provided, along with the resident’s name and email address.
• Other incentives may be awarded for participation in recycling programs sponsored by StopWaste.Org. The number and types of prizes and prizes may change over time.

And another note:  On the rules page, the prizes are not even described, though on other pages, there is mention of $50 cash/or gift cards, and on another page, there is talk of winning up to $500. 

Ok, let's sum this up ... to enter, I have to either be randomly picked, or I have to opt-in.  And if I am randomly picked but don't want to participate, I have to opt-out.  If I do opt-in and/or are randomly picked and I don't opt-out, then my garbage may or may not be selected to be considered for prizes.  And the prizes are ... well ... good question.  What exactly are the prizes?

This is the anti-KISS in action.

The point of this laudable contest is quite clear:  to 1) teach people what materials are recyclable or compostable versus regular garbage and 2) encourage them to distribute these materials correctly among their trash bins.  But the contest's rules and prizes are anything but clear.

Certainly StopWaste is working within certain operational constraints that I'm not privy to which likely impact how they execute their contests.  And who knows, despite the complexity, perhaps the contest is a huge hit.  But, if I had to bet, I would venture that a simpler, clearer promotion -- one that applied K-I-S-S to the rules and prizes -- would encourage more people to participate.  And, needless to say, when it comes to teaching and encouraging responsible environmental behavior, maximizing participation in your promotion is what it's all about.