Mapping the Big Green Challenge - The Skills & Learning ...

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146 Chapter 8 - 3rd Sector Capabilities with Value for Low Carbon Innovationit is possible to rise to this challenge. The 40% Hyde Farm Household (604) integrated a whole seriesof measures in their neighbourhood-based ‘Draught Busting Saturday’ events which included prepurchasedmaterials that could be bought on the spot, practical demonstrations and training, andlocal trades people at hand for those who did not want to pursue the DIY options: allowing peopleto go straight home from the event to put their newly acquired skills and materials into practice.Another project literally planned to go out onto the street to engage people and promote theirinformation and help. They planned to set up their stall in a particular street and, to attract interestand attention, they would include thermal image pictures of the houses where they were located sothat the residents could both see the scale of the problem and receive highly targeted advice andhelp (Climate Friendly Streets, 645). Both these examples show 3 rd Sector organisations engaging inwell tailored and specific ways with actions which seem likely to increase the probability that peoplewill actually move from a feeling that they ought to do something to actually doing something. Theyincorporate an engaging take on what might be seen otherwise as a boring, if worthy, subject. Theyare also events that could be easily replicable in other locations or at other times.Community bike rides were the most common event proposed to try to change practices in relationto car use. These may well make people feel that cycling can be an enjoyable leisure activity andmay increase their confidence in using a bicycle. However the link to an on-going commitment touse alternatives to the car for regular journeys such as shopping or travel to work does not seemstrong. In contrast there were a small number of proposals that aimed to achieve a more sustainedmodal shift in transport used for regular journeys by providing elements of a more on-going event.One example was the proposal to make a new dedicated cycle route from a village to the nearesttrain station (across fields and via a ferry) which would be much shorter and hence a more appealingcycle ride than the current road route. Since it was primarily aimed at London commuters it wasexpected that this would have a collective journey element (Village to Train, Bicycle Track & Ferry,556). Another proposal was to create a fun and alternative cycling movement for women (Bitch onWheels, 668). This aimed to dispel some of the negative images around cycling to work byidentifying stylish and functional clothing and peer support including opportunities to meet upsocially. Perhaps the most extensively conceived proposal of this type treated routine ‘school run’journeys in a way more familiar for recreational walking by drawing attention to positive featuresthat would be encountered. This took the form of developing highly localised sensory walking mapscompiled by children to highlight the smells, such as blossom, that would be experienced along theway. The proposal was to combine these with regularly updated street signs which could alertmotorists to the smells they were missing and remind them of the negative aspects of their journey(such as the time it would take to go a short distance) or offer alternatives such as lift sharing (YourStreets - My Streets - Our Streets,707).Appleby Ltd July 2009
Mapping the Big Green Challenge 1478.2 Reaching the Parts Others Can’t ReachInclusion in the Low Carbon Community8.2.1 Distinctive Innovative CapabilityWhile 3 rd Sector organisations may sometimes lack formal resources they are recognised to bring awealth of commitment and energy to their activities via volunteers and supporters. This allowsthem to undertake some types of activity that would not be viable for actors from other sectors ifthey had to fully fund the inputs required. Furthermore community organisations are able to buildon existing connections and relationships as residents in the same neighbourhood, friends, coworkers,members of the same interest group and so on, to get a hearing for their message. Theselinks may also help them to give messages appropriate to the context and may make theirsuggestions more trusted, or for other reasons more likely to be followed. This means that thecapability is not just about network contacts, or their strength, but also about using the sharedcharacteristics that underpin the links to shape the content of what is conveyed. Sharingexperiences and achievements with people like oneself uses networks to add value to the messageas well as just being a route to get to the audience.Community groups acting in this way often extend advice, achievements and support routinelyshared with family and friends, more widely across a community. As such well established 3 rd sectoractivities like Open Gardens and Neighbourhood Watch can be seen as examples.8.2.2 Contribution to Low Carbon GoalsThe intensive effort, extensive reach, and ‘rich’ message that characterise this approach would seemto make it a particularly appropriate method to engage people who are characterised as ‘hard toreach’. Market segmentation approaches adopted by Defra and others recognise that while somesections of the population will quickly adopt new practices, others will remain very difficult topersuade.As such one would expect to see this approach as particularly appropriate to specific segments ofthe population rather than in relation to particular low carbon goals. However if it is interpreted asprimarily addressing those who are the last to accept products and practices that the majority havealready adopted, then it would be possible to identify a specific set of goals.An alternative way of considering the potential is to see it as a way of engaging some people in novelor difficult messages or ideas that are unlikely to be accepted as a result of less intensiveengagement.8.2.3 Issues to be Resolved to fully Realise Capability and ContributionIt is worth noting that while extensive reach is one of the most commonly claimed strengths of 3 rdsector organisations, it will not necessarily hold true of all those who identify themselves as such.The ability to reach across a community cannot be assumed even with intensive effort andenthusiasm. The diversity and stability of the community and the characteristics of the communitygroup can all be important here. Groups varied in their approach to community engagement (asdescribed in Section 6.1), and indeed were often not explicit about this. However this is likely to bea key factor in an organisation’s ability to work successfully in this way in some communities. Wherenational campaigns or professionally-led proposals seek to work through community based groupsAppleby Ltd July 2009
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