University of Colorado Boulder
IN-1: Innovation 1

CU Athletics has begun using it leadership in sports sustainability to influence their fans to implement personal sustainability behaviors in their own lives, homes, and workplace—in order to be “part of the team.” This is a new extension of CU's "Ralphies Green Stampede" (RGS) program that established the nation's first zero waste athletics program in a NCAA Division 1 stadium in 2008. The new strategy began with eight "Sustainable Gameday" basketball games during Spring 2014 and will continue through Fall football and 2015 basketball seasons. Fan behavioral change targets are recycling, composting, water conservation, and energy conservation activities. During Sustainable Gamedays, fans were informed of the ongoing zero waste activities in athletics and in the university. Fans were also exposed to messaging about how to properly separate recyclables and compostables. By various means, fans were then asked to implement these behaviors in the own "homes, work and play." See: https://drive.google.com/file/d/0Bw35kOQrHucISFdxdUVSWkJqZjA/edit?usp=sharing Similar but stronger messaging has occurred during Fall 2014 football games. Signage and announcements in stadium and tailgate zones challenge fans to consider "What kind of Buff will you be?" The messaging then goes on to inform fans of sustainability activities in the stadiums--and, most importantly, how fans can "run with Ralphies Green Stampede" by being a "water wise Buff" or a "zero waste Buff" and practicing these behaviors at home. See: https://www.youtube.com/watch?v=AAYHdLamfPg&feature=youtu.be Contests are run in ZW tailgate zones (Franklin Field) and through RGS Facebook site with winners receiving game balls, coolers, etc, for participating in tailgate composting activities, posting 'selfies' of themselves recycling, or being the first to enter time-limited contests on FB. See: https://www.facebook.com/RalphiesGreenStampede

Measurable outcomes include increases in recycling and composting rates in fans' homes. Post activity assessment indicated that 8% of fans reported increases in recycling and 4% of fans reported increased composting as a result of the "Sustainable Gameday" program in basketball. Additionally, 54% of fans surveyed reported it was 'somewhat likely" or "very likely" that they would increase pro-environmental behaviors in their homes as a result of learning about it and observing it during the "Sustainable Gamedays." Likewise, in March of 2014, the Sustainable Gameday Fan Engagement campaign also served to organize community zero-waste stakeholders who met and discussed a "Roadmap to Success" related to increasing composting in the community. Fifty-four community members and partner organizations (K-12 system, Girl Scouts, other NGOs, City, and County reps) self selected a one year of doubling Boulder's composting rate. That effort is underway through RGS, Sustainable Gamedays, and leveraged through the outreach from partner community groups. See: https://drive.google.com/file/d/0Bw35kOQrHucIcHFBZEhsS2UyRnM/edit?usp=sharing