We are living in the Information Age. The advances of communication technology have saturated the public’s capacity to absorb information. The media is dominated by commercial activity, which creates a special challenge for social organizations to promote their information. The success of environmental programs depend on public interest and participation. Therefore, program coordinators must communicate their information effectively and persuasively to the public.

Using residential source reduction communication programs as a case study, this thesis examines how effective communication techniques can be applied to an environmental program. Using and understanding communication, persuasion, and social marketing principles are the necessary beginnings for designing a successful communication strategy, and are reviewed in this thesis. After investigating source reduction programs across the country, the this evaluates the different communication methods and techniques, and proposes recommendations for the Rhode Island source reduction programs.

The United States is the World’s largest solid waste producer. Due to capacity limitations and the negative effects associated with solid waste disposal, management officials have sought new approaches. The Environmental Protection Agency (EPA) advocates a new focus on solid waste management, which emphasizes source reduction. The Rhode Island Department of Environmental Management and the Rhode Island Resource Recovery Center, the two agencies responsible for solid waste management (SWM), have adopted the EPA hierarchy.

Fourteen phone interviews were conducted with SWM agencies across the country. Eight types of communication methods were identified and reviewed: print/literature, hotlines, radio, newspaper, television, community events, in-school education, and other methods, such as the world wide web and block captains. The strengths and weaknesses of each type are outlined in the findings, and serves as the basis for recommendations in the final chapter.

Key findings revealed that an integrated approach using a variety of communication methods is most effective. The interviews showed that the effective characteristics of a source reduction communication campaign are: linking source reduction with recycling, using simple and personal/local messages, focusing on the solutions rather than the problems, being activity oriented, allowing feedback from residents, and showing them tangible results of their participation.

Government and commercial regulations and changes must support long term changes in solid waste disposal behavior and participation in comprehensive source reduction programs. These areas are beyond the scope of this thesis, but merit further investigation. However, before and during these changes, effective communication with the public remains an essential means to promote and maintain participation in any source reduction or other environmental programs. The findings and recommendations presented in this thesis provide insights into the environmental communication process.