The effectiveness of the standardization of green actions lie within the advertising. The Wasting Water is Weird campaign is an example of this. This campaign uses a series of short …show more content…
In the videos a depicted villain, Rip, enthuses about the water being wasted by an ordinary person doing everyday actions that misuse waters. The campaign obvious implication is that if you waste water, you are as socially undesirable as Rip (Corner, 2011). The campaign had 429 million impressions from unpaid media and 29% of those viewers said that it changed the ways that they used water (Sheldongrp, 2017). The utilization of social norms is being deployed to make a "bad" behavior appear to be the choice of a minority, making people analyze their wasteful actions and make a change. Robert Cialdini, a leading proponent of social normalization research, ran a series of studies. He found that when hotel guests were informed that other people on their floor had reused their