The Power of FaithBen Hudson

May 2015

Agenda

Agenda

1

5mins

Context

LSx

2

10mins

Motivations & Barriers

LSx

3

20mins

Energy, w/ Groundwork Water, w/ Thames Water

4

20mins

Water, w/ Thames Water Energy, w/ Groundwork

5

5mins

Feedback

LSx

About LSx

‘Think & Do’ tank that provides organisations and networks of individuals with the

motivation, knowledge and connections they need to put sustainability into practice

Our vision:

Of London as the most sustainable world city

Our partners:

The Challenge

Behaviour change: then

Awareness ActionRaising awareness, generating interest and desire to take…

Finite pool of worry

Thinking Fast and Thinking

slow

Consumer Engagement

Leaving taps running

for teeth/ hand washing

Washing rice, meat and

vegetables

Leaving taps running

for spiritual cleansing

Upgrade the home with

water saving

technology

Choosing a water

efficient tap, dish

washer or shower

Having a shower rather

than a bath

Decision MakingMake choices to increase the water

efficiency of the home

HabitsAdopt more water efficient behaviours

in the home in a way that reduces

energy consumption

“The World in One City”

Visitlondon.com

Christian48%

No religion21%

Muslim12%

Religion not stated8%

Hindu5%

Jewish2%

Sikh2%

Buddhist1%

Other religion

1%

Faith & Water

Behaviour change goal Message Messenger Target

Audience

1. Reduction in potable water

used in gardening

2. Water use reduction pledge

during lent

1. Sermon and drought busting

gardening workshop

2. Sermon and family activities

pack

Vicar / Water

charity

1. Homeowner

congregation

2. Families

1. Reduction in water used

washing dishes

2. Children turn taps off

immediately after use

1. Cooking workshops

2. Plumbing workshops in schools

1. Water charity

/ Thames

Water

2. Water charity

/ Teachers

1. Homemaker

2. Children

1. Reduction in water used for

ablution

2. Reduction in water used

whilst cooking

1. Sermon, reminding people of the

spiritual significance of water

2. Cooking workshop

1. Imam

2. Guest chef

1. Congregation

2. Homemaker

1. Children turn taps off

immediately after use

2. Less water used during

ablution

1. Workshops in mosque Madras

2. Sermon, reminding people of the

spiritual significance

1. Mosque

teachers

2. Imam

1. Children

2. Congregation

1. Reduction in potable water

used in gardening

2. Reduction in water used

during festivals

1. Sermon and arid gardening

workshop

2. Sermons and activity packs

Rabbi / water

charity

1. Homeowner

2. Family

1. Reduction in water used

during showering

2. Reduction in water used

during washing up

1. Viral social media campaign

2. Cooking workshop

1. Hindu charity

2. Guest chef

1. Young males

2. Homemaker

1. Reduction in water used

showering

2. Reduction in water used

during cooking

1. Sermon and giveaway of show

guns

2. Cooking workshop

1. Temple

leader

2. Guest chef

1. Young people

2. Homemaker

Anglican

Pentecostal

Bengali

Nigerian

Be

ha

vio

ura

l g

oa

ls

Targeted behaviour Ablution

Ablution or wudu consists of washing hands, mouth, nose,

face, forearms (up to the elbow), head, ears and the feet,

and can be repeated several times before the five daily

prayers.

Leaving the taps running while performing wudu

Depending on facet and aperture, wudu can use up to 15

litres of water.

Desired Behaviour

Explicit expression of what

change will occur

The target group will use minimal water (as little as 1 litre)

to perform wudu in preparation for their daily prayers.

Wudu cups can be used to ‘measure’ the necessary

amount of water.

Turn taps off when performing wudu.

Religious / Ritual water

use

Wudu is performed by any practicing Muslim in

preparation for prayer five times daily, at home, work or at

a Mosque.

Ablution, and therefore water use increases during

periods of religious observance such as Ramadan.

Mosques contain ablution facilities for men and women

comprising of rows taps and seats.

“Ablutions are a big one because you can’t really gauge how much water you use, some people use so

much water”

Motivation

Values, interests

and aspirations

and drivers

নবী মুহাম্মদ জল মাত্র16 মুঠ া সঠেwudu সঞ্চাললতনবীমুহাম্মদ জল মাত্র 16

মুঠ া সঠে wudu

সঞ্চাললতMore

Nabī

muhām'mada

jala mātra 16

muṭhō saṅgē

wudu

sañcālita

Of Wudu, the Prophet Muhammad said one must

conserve water “even if you are by the side of a

flowing river.”

The Prophet Muhammad performed wudu with

just 16 handfuls of water.

Financial reasons would be a motivation for the

mosques to change their infrastructure and/or the

habits of their congregation

The mosques reason for water or money saving

would trickle to the congregation“The Prophet actually teaches that even if you are doing

ablution on a running stream you shouldn’t use more than what is necessary. I think a lot of people either don’t

know or they think it is something small”

Messenger The Imams serve as community leaders, and provide

religious guidance. As such they are highly respected and

influential within the Islamic tradition.

A message from the imam would be taken very seriously

especially by the older generations

Women and Men should be recruited as champions in

order to support worshippers as they perform their Wudu.

Posters using religious quotes, terminology and imagery

should be placed in the ablution facilities and are considered

influential and important reminders.

Working with influential religious networks and Islamic

societies of universities such as LSE, UCL, KCL is key to

gaining collaboration and contacts

Organisations such as MADE can champion the campaign

as they are perceived to be more trustworthy than

government organisations.

[Regarding older generations]: “They are the ones that

are likely to listen to the imam and listen to what he’s

got to say about it. And listen to the hadiths and listen

to what Islam says about conserving water”

Message

নবী মুহাম্মদ জল মাত্র 16

মুঠ া সঠে wudu

সঞ্চাললতনবী মুহাম্মদ জল মাত্র16 মুঠ া সঠে wudu

সঞ্চাললতMore

Nabī muhām'mada

jala mātra 16

muṭhō saṅgē wudu

sañcālita

A reminder of the spiritual significance of water from the

Mosque for ablution.

Save water in the Mosque and at home

Education on why water saving is important locally

Displayed in both Bengali and English for the older and

younger generations

‘Saving water saves money’ – message can be used to

involve mosque authorities as a mosque is essentially a

charity with limited resources

“If the Mosque would design something I

would more inclined to do it”

Be

ha

vio

ura

l c

ha

ng

eEngage

Engage practitioners in informative talks, workshops and

practical demonstrations of Wudu.

Posters (in English and Bengali) can be placed in the ablution

facilities to serve as a reminder and help reinforce behaviour.

Grab attention through videos showing how different cultures

practice wudu with smaller amounts of water

Promote infographics on Facebook, create Twitter page and also

develop a website to engage younger audiences

Enable

Give out Wudu cups that measure the amount of water to use

when performing Wudu for both personal and mosque use.

Give recommendations (talks, leaflets, posters) on how to perform

Wudu conservatively and efficiently

Fit regulator taps in ablution facilities of the Mosque

Link water conservation with saving costs (to engage the

custodians of the mosque as it’s essentially a charity with limited

resources)

Encourage

Encourage congregation through inspirational speakers and

involvement of Muslim organisations.

Messages in Bengali will help to reinforce the message given by

the Imam especially for older generations

Videos involving prominent Muslim figures

Infographics and branding the campaign with catchy phrases

Exemplify Lead by example, elders, staff and champions can set benchmark

for ablution in the ablution room (it is important to have male and

female champions on board).