Irmeli Mikkonen, Lea Gynther Consultant (Energy Efficiency, Services and Consumers) Motiva Oy

1. ADEME-WEC Workshop on Energy Efficiency Policies London 17-18 June 2010 Case Studies on Innovative Communication Campaign Packages on Energy Efficiency Irmeli Mikkonen, Lea Gynther Consultant (Energy Efficiency, Services and Consumers) Motiva Oy Finland

2. Contents • Selection criteria for the cases • Stock of cases • Campaign examples • Communication instruments used • Findings • Recommendations

3. Selection Criteria for the Cases • Good geographical distribution • At least 5 cases from non-OECD • Total objective 10-12 cases • Wide coverage of sectors and end-uses • Households: space heating and cooling, electricity use, transport • Services sector: space heating and cooling, electricity use • Transport sector: goods transport, public transport • Small and medium sized industries • Coverage of both types of energy behaviour: investment behaviour, habitual behaviour • Monitoring and evaluation data needs to be available because analysis is based on available ex post analysis • Campaigns closed maximum 3-5 years ago • Both stand-alone communicating campaigns and packages of instruments

4. Stock of Cases • Cuba: Cuba’s Energy Revolution (La revolución energética) • Chile: Good Energy Initiatives (Iniciativas con Buena Energia) • China: 20 ways to 20% • Finland: Compressed Air Efficiently (PATE) • France: Rallying forces to combat climate change (Faisons vite, ça chauffe) • Lebanon: Five energy efficiency and renewable energy campaigns • Russia: Save Energy Campaign • South Africa: Energy Efficiency (multiple sub-campaigns Power Alert, Energy Smart, Power Play, Pedal Power, Shower Sense, Save it) • Tunisia: The National Programme for Awareness-Raising and Education in the Field of Energy Conservation • United Kingdom: Energy Saving Trust Consumer Campaign (Dave) • United States: Drive $marter Challenge Campaign

5. Campaign examples South Africa

6. Campaign Examples cont. Cuba China

7. Campaign Examples cont. Chile

8. Campaign Examples cont. Lebanon

9. Campaign Examples, cont. France

10. Findings • General • Campaign design • Communication instruments • Monitoring • Evaluation

11. General • The full potential of communicative instruments in pursuing energy efficiency is still largely untapped. • In addition to environmental concerns, security of supply a major driver particularly outside the OECD. • Little integration with other policy instruments (regulatory, financial) but exceptions could be found: • While pursuing a massive energy efficiency information campaign, Cuba has restructured its residential electrical tariffs and implemented a program to change over to energy efficient appliances. Whereas the tariff restructuring increased electricity prices creating a clear motivation to save, the appliance programme helped to compensate the additional cost to the consumers.

12. Campaign Design • Substantial effort had been put on campaign design phase but examples were biased towards “good campaigns”. Planning phase poorly documented. • Use of behavioural theories in campaign design not evident. • Case study results were mixed regarding market segmentation, choice of target groups, needs analysis and tailoring of communication channels. • Benefits of partnerships and networking well recognised.

13. Communication Instruments Used • The most frequently used instrument in consumer campaigns is TV (also in LDCs) followed by radio, printed mass media and also internet in more developed countries. • However, major differences between the countries in various stages of industrialisation were not visible in this relatively small sample apart from the use of internet. • In campaigns targeting professionals instruments used were seminars, internet, printed materials, training, use of periodical energy efficiency weeks/days, TV spots, awards and use of “social workers”. • Innovative approaches included: use of new social media (US), road shows to supplement TV when not everyone has access to it (South Africa), showerhead demonstration on beaches (South Africa), video contest (US), use of political meetings (Cuba), use of “social workers” (Cuba), thanking people for having made an effort (Chile).

14. Communication Instruments cont. • Multiple communication channels were used in order to reach all chosen target groups and to take into account socio-economic factors, language, access to media etc. • All cases featured multiple communication channels (integrated campaigns). Examples: • UK/TV campaign: energy information combined with marketing of other information services (energy advice centers, internet services). • Cuba/school education: integration of the energy theme in many school disciplines, an annual energy festival culminating in national events. • South Africa/efficient shower heads: radio, print media, demonstrations on beaches. • South Africa/CFLs: mass media campaigns, demonstrations by a dynamo bicycle (Pedal Power) for comparing CFLs and incandescent in major cycling events. • US/eco-driving: video contest, traditional media, digital media (Facebook, Twitter, YouTube). • Finland/marketing and energy audit tool: media tools, brochures, training, annual Energy Awareness Week.

15. Monitoring • Media campaigns well monitored (coverage, recall). • Other monitoring examples: materials distributed, web-site visitors, event participants, amounts of installations etc. • Example of corrective action taken as a result of monitoring results: In Chile, the campaign tone was moved from urgency due to security of supply concerns to gratitude towards positive action taken by the people.

16. Evaluation • Availability of good-quality evaluations on energy-related communication campaigns is still a rarity, in general. The case studies showed results, which are positively biased. • The cases demonstrated various approaches to evaluation of communication campaigns, the impact of which is usually perceived difficult to evaluate. Approaches taken: • Process evaluation by surveys, interviews • Impact evaluation by • Surveys regarding measures implemented • Estimates based on market and sales data • Engineering estimates based on pilot cases • Monitoring changes in total consumption • Evidence on the cost-effectiveness of different campaigns almost non-existent (apart from UK). • Role of independent evaluation (as opposed to self-evaluations) not clear from the case descriptions.

17. Recommendations • Contextual analysis. • Clear objectives, preferably linked closely with energy policy objectives. Balance objectives with resources. • Market segmentation and choosing the target groups instead of trying to offer “everything to everybody”. • Adopt principles of social marketing and make use of behavioural theories. • Choice of the instruments (note: “one-size fits all” solutions do not exist): • Needs assessment of the target group • Mixing communicative instruments with other types of instruments based on the results of the needs assessment • Cost vs. budget • Media coverage and media access • Cultural factors • Long-term campaigns have longer-lasting impact than short campaigns • Plan monitoring and evaluation from the outset. Dissemination and transparency of the results.