At the time of writing Peter and I are supervising a PhD student, Charlotte Blythe, whose project is on the use of film and other media in promoting sustainability cultures in high schools. Her project is part of the school sustainability research I mentioned in the introduction. Charlotte has worked with students at a central Auckland school to produce a music video which features new waste stations, beautifully painted by the students, which separate compost, recycling and landfill. These are quite a step up for the school which previously had landfill bins in the grounds, recycling only in the classrooms and the canteen area, and no compost. Importantly, in the music video students are shown using the bins correctly, and favouring the recycling and compost bins. It is notable that films such as Charlotte’s, which show desirable collective action, also draw on the power of social norms. One of our hopes is that students will use the bins correctly because the film portrays this behaviour as what we do in situations like this.
Harre, Niki (2012-02-06). Psychology for a Better World: Strategies to Inspire Sustainability (Kindle Locations 1396-1400). Department of Psychology, University of Auckland. Kindle Edition.