Yes, that’s an actual headline. The following post will involve necrophile rapist ducks. When you’ve read this post, you’ll know what you can do to make your target audience act more environmentally friendly, and how to use it in your work/daily life. And yes, there is a connection to rapist ducks.
Did you ever feed ducks as a child? I did, with my grandparents mostly. It was a fine balance between getting close enough to get the duck to eat out of my hands while keeping a distance that ensured they would not eat me.
Duck feeding is, however, a horrible thing to do. It’s bad for the ducks, and bad for the environment. The only thing it’s good for is human emotions. It feels nice to feed the ducks. It’s cozy.
When you feed ducks they poop more, exposing the pond, or other water environments, to more nitrogen. The added nitrogen leads to algae bloom, which leads to hypoxia. Hypoxia is a fancy word for no-oxygen. When the water environment losses oxygen, the living organisms in it suffocate. Fish, shrimps, and other oxygen-dependent creatures. This means…
Feed the ducks, kill the fish.
We are emotional beings, and the above is a factual explanation. Facts often bend to emotions. Think about the last national election in your country, and I’m sure you can find an example or two, of politician swaying votes on emotion, instead of facts.
In the case of duck feeding, the feeding itself gives you a warm and fuzzy feeling. It creates memories. It amplifies your own memories. And the ducks are happy, right, I mean just look at them. I’m sure one little loaf of bread won’t make a difference. All those environmental hippies are exaggerating.
We now have a Mexican standoff between, family values (warm fuzzy duck feeding), and environmental conservation. What now? Enter the necrophiliac rapist duck.
Male ducks are known to gang-rape female ducks. There is plenty of youtube material – I’m not going to link to it. When ducks are fed a diet of white bread, they become fat. So fat indeed, when they mate (or rape if you will) the male ducks can end up drowning the female. This means…
Feed the ducks, create necrophile rapist ducks!
In a bonus info about ducks, they don’t stop just because the female is now a “floater”. Ducks have been known to have necrophilia (and homosexual) tendencies. Here’s a scientific article about it – you’re welcome.
Why am I telling you this awful news? Long story short, it was a subject at my workplace, and I decided to make an infographic about it: TADA!!!
(Article will continue after picture)
Feel free to download, or share. Now to the actual point.
Know your audience
For decades environmental planners and activists have preached environmental preservation. But unfortunately, they were mostly preaching to the choir. I was an accomplice as well.
Save the pandas, the trees, the water, the whales… Think of the children and be a more responsible person.
Environmentalists have either argued the rational point:
If we keep pumping CO2 into the atmosphere, we’re going to suffer the consequences
…or the misplaced emotional point;
Do it for the children. Give them a world with polar bears.
Going back to the duck-feeding example, the above is a case of the first method of communication. A rational statement followed by a small emotional ‘Something bad will happen’. But that ‘something bad, doesn’t seem convincing enough to bend our habits.
It’s very easy to dismiss the information because it conflicts too much with ones one values: the family values. Remember, duck feeding is still a happy family activity that gives you a warm and fuzzy feeling.
While the necrophilia information is still true, it targets those family values. You do not want your child or grandchild to witness a necrophilic gang rape. So you pay attention. This information feeds into your worldview and values.
Stop preaching to the choir!
Really, put effort into mapping out who your target group is. And if your target group is everybody you’ve already lost. It is very tempting for environmental planners to plan campaigns that work for everyone, this goes double if you are in a governmental department.
Your job is to fix everybody, and you often are not funded adequately. This is also a contributor to the status quo campaigns we’ve been seeing since the 80’s. You know them all too well:
Turn of the light, turn of the tab, recycle, walk more… The list goes on, and not just in the environmental areas (eat fruit, stop smoking, exercise 30 min each day).
The target group is everyone, and therefore the message is so placid, it applies to everybody and nobody at the same time – and it doesn’t work.
If you’re selling Nike shoes, you’re not advertising to all people with feet.
Big marketing doesn’t work in broad campaigns like that. Take Nike shoes. There’s a financial span, demographics, age –and the coolness factor. You find your target audience and go directly for them. Why should the principles be any different for campaigns regarding health or the environment?
Rotate your audience.
Here’s one solution, rotate your audience. Find your early adopters. Chances are, they already support you, so you don’t need to actively campaign for them. This is your choir, you don’t need to preach to them. But give them credit for their enthusiasm. This ensures that they keep fighting the good fight, and keep talking with their friends and relatives about your cause.
A campaign targeted towards early adaptors is basically giving them a high-five, saying you are awesome! This ensures their commitment to you and enhances their role as ambassadors.
After you’ve done that, then you can start looking at other target groups, like families, children, millennials, seniors, and different social groups.
Oh and lastly don’t just tell them what they should not do – give them directions towards a better behavior so you don’t leave them hanging with good intentions, but no knowledge of what to do.
What to do instead – you can still feed cute animals
Instead of feeding the ducks, you can try to identify the different species, and center you family activity around that. If you like the idea of feeding animals in need, feed butterflies or other pollinators like bees, as they contrary to ducks, desperately need it.
That’s all for now – please don’t encourage necrophilia duck rape.
-Keep beeing awesome (Badam-tsch!)