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Eco Drivers not Eco Warriors

Eco Drivers not Eco Warriors. A story about how the head rules the heart Lynn Moir, Energy Saving Trust. Campaign objectives. Short term: Reduce carbon emissions from cars by accelerating the uptake of eco-driving techniques amongst motorists in Scotland.

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Eco Drivers not Eco Warriors

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  1. Eco Drivers not Eco Warriors A story about how the head rules the heart Lynn Moir, Energy Saving Trust

  2. Campaign objectives • Short term: Reduce carbon emissions from cars by accelerating the uptake of eco-driving techniques amongst motorists in Scotland. • Long term: Adoption of eco-driving techniques and reduction of carbon emissions by influencing transport choice by purchasing lower CO2 emitting cars.

  3. What is eco driving? • Shift to as high a gear as soon possible: this reduces fuel consumption, change up between 2000 and 2500 rpm. • Anticipate road conditions and drive more smoothly. • Maintain a steady speed in as high a gear as possible. • Drive a little slower than your normal speed • plus 6 more tips….

  4. Who do we target?

  5. Join the Journey

  6. Radio ad Stuck in Traffic

  7. Some unexpected PR coverage!

  8. How successful have we been? • So far each burst has reached 1.1 million drivers approx 50% driving population and of those aware 15% have changed their driving behaviour. • Overall one in ten Scottish drivers say the advertising has influenced their driving • for half of these it meant driving a little slower or shifting to a higher gear more quickly • for more than half, this was as a result of the advertising • and for most of these, the advertising was influential or crucial • That’s 202,000 drivers adopting eco driving. • Getting to a higher proportion of long distance commuters.

  9. What Changes have they Made?

  10. What does that mean for carbon and the economy? • We are in year 3 of a 3 year programme and are finalising our carbon savings for this programme. • Eco driving can save a driver 15% on fuel/CO2. • If everyone in Scotland adopted eco-driving techniques, motorists could save around 820,000 tonnes of carbon dioxide a year - the equivalent of taking 268,000 cars off the road. • Scottish Motorists could save £364 million per year by eco driving (based on £1.10 petrol price) • But it doesn’t stop there - next step… • Fuel Efficient Vehicles

  11. This is what I know works… • Design your campaign around the behaviour. Think about where and when the behaviour takes place. • Try not to separate messaging and action – behaviour change that can take place as soon as the message is understood has highest chance of success. • Focus on the main motivation for your audience even if its not yours. • Don’t ask people to do too much at once – but hook them in and keep communicating with them. • Keep reminding them until it becomes habitual behaviour or until your campaign finances run out! • Think long-term and how one behaviour can lead into another.

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