1. Dr Didier bosseboeuf, ADEME, France Irmeli Mikkonen, MOTIVA, Finland Lea Gunter (MOTIVA, Finland) Regional workshop WEC-ADEME Evaluation of Energy Efficiency Policies in the MENA Region organised by ANME with the support of UNDP Tunis, 15-16 March 2010 The WEC project on energy efficiency policies evaluation: Case study on innovative integrated tools for communication for energy efficiecny

2. Innovative integrated tools for communication Main issues What kind of Tools/measures do exist? What are the most ones currently implemented? What are the first tools generally implemented? What is the easiest one? Single tool versus integrated tools Etc.

3. Innovative integrated tools for communication Cases studies in progression Cuba: Cubas Energy Revolution Chile: Good Energy Initiatives (Iniciativas con Buena Energia) South Africa: Energy Efficiency (multiple sub-campaigns Power Alert, Energy Smart, Power Play, Pedal Power, Shower Sense, Save it) United States: Drive $marter Challenge Campaign Finland: Compressed Air Efficiently (PATE) Russia: Save Energy Campaign United Kingdom: Energy Saving Trust Consumer Campaign (Dave) France: faisons vite ça chauffe Lebanon China; india

4. Selection Criteria for Case Studies Good geographical distribution íTotal objective 10 cases, at least 5 cases from non-OECD Wide coverage of sectors and end-uses including Coverage of both types of energy behaviour: investment behaviour, habitual behaviour Analysis based on available ex-post analysis Campaigns closed maximum 3-5 years ago Stand-alone communicating campaigns vs. packages of instruments

5. Communication Tools Used CampaignCommunication channels used Cuba: Cubas Energy Revolution (La revolución energética) School campaigns, energy festivals, billboards, paper and electronic mass media, home and company visits by social workers (trabajadores sociales) Chile: Good Energy Initiatives (Iniciativas con Buena Energia) Education campaigns at all levels, a guidebook and tools for companies, eco-driving education to truck drivers, mass media campaigns, a movie bus, information dissemination by energy distributors, energy efficiency week Finland: Compressed Air Efficiently (PATE) Audit tool, training events, brochures, media campaigns, Energy Efficiency Week Russia: Save Energy CampaignTV, newspapers, magazines, billboards and subway posters South Africa: Energy Efficiency (multiple sub-campaigns Power Alert, Energy Smart, Power Play, Pedal Power, Shower Sense, Save it) Colour-coded information on load situation in TV, TV spots, TV reality series, traditional media campaigns, fun interactive tools, demonstration of efficient shower heads on beaches, energy efficiency ambassadors road show with super hero characters United Kingdom: Energy Saving Trust Consumer Campaign (Dave) TV lead media (starring a sympathetic character Dave and his energy saving house where appliances talk), supported by radio, online advertising and PR United States: Drive $marter Challenge Campaign 1st programme phase with tip cards, media interviews, radio, billboard, mobile marketing, interactive website etc. 2nd programme phase implemented through a high-visibility nationwide video contest, traditional media and digital media (including facebook, twitter and YouTube)

6. Integrated Communication Tools In most cases, multiple communication channels are used in order to reach all chosen target groups to take into account socio-economic factors, language, access to media etc. All cases feature communication channels working in an integrated manner. Some innovative examples are illustrated hereunder: íThe UK TV campaign DAVE itself provided information on energy efficiency but with the aim of marketing other information services, namely the energy advice centers and internet services íIn Cuba, one of the multiple target groups is school children. Energy theme is now integrated in many school disciplines. An annual energy festival has been introduced whereby children lean through songs, poetry and theatre and which through municipal and provincial events culminates in national events.

7. Integrated Communication Tools: examples (cont) In Finland, the marketing campaign for an energy audit tool uses media tools and brochures and also addresses needs of the target groups through training. Furthermore, information on the tool was disseminated during the annual Energy Efficiency Week which is participated by many target group members. In South Africa, one of the technologies promoted were efficient shower heads. They were advertised e.g. in radio, print media. An innovative approach were simultaneous demonstrations on the beach. To promote CLFs normal mass media campaigns were used but a again, demonstrations were organised by introducing a dynamo bicycle called Pedal Power powering both a CLF and an incandescent lamp and clearly demonstrating the difference. Demonstrations were given in major cycling events. Furthermore, efficient technologies were promoted in reality type TV shows.

8. Innovative integrated tools for communication Main issues Cases: Cuba and Chile Cuba: Cubas Energy Revolution (La revolución energética) íImplemented in the context of an energy crisis, Addresses the problem of lack of information íTarget groups: general public, companies and communities íSchool campaigns, energy festivals, billboards, paper and electronic mass media, home and company visits by social workers (trabajadores sociales) íMonitoring by participant interviews and surveys Chile: Good Energy Initiatives (Iniciativas con Buena Energia) íImplemented in the context of threatening energy crisis and energy rationing, which was avoided due to the campaign íEducation campaigns at all levels, a guidebook and tools for companies, eco- driving education to truck drivers, mass media campaigns, a movie bus, information dissemination by energy distributors, energy efficiency week íThe results of telephone interviews show that the campaign was successful and 25% of actions taken were due to the campaign alone íAfter successful emergency-campaigning another one to thank people

9. The communication strategy of Cuba Prensa Plana Radio Televisión Vallas de avenidas Barrio debates Conferencias Festivales Población en general, teniendo en cuenta su desempeño en la sociedad. Organizaciones sociales y de masa.

10. Didactic game for kids of 8 years old Games with cards with energy efficiency message gor kids. Free card game provided. 60 000 copiesLa edición abarcó 60 mil ejemplares.

12. Innovative integrated tools for communication Cases: Finland and Russia Finland: Compressed Air Efficiently (PATE) íDeveloping and marketing an energy audit tool to help industry reduce energy use for pressurised air production íDeveloped in cooperation with target industries, equipment suppliers and consultants íThe audit campaign aimed at changing primarily habitual behaviour in companies by influencing motivational factors íMarketing by training events, brochures, media campaigns, Energy Efficiency Week Russia: Save Energy Campaign íMajor emphasis on energy efficient lighting and efficient use of lighting íTV, newspapers, magazines, billboards and subway posters íStarted in Moscow in 2006, expanded to 15 regions in 2007

13. Innovative integrated tools for communication Cases: South Africa and United Kingdom South Africa: Energy Efficiency (multiple sub-campaigns Power Alert, Energy Smart, Power Play, Pedal Power, Shower Sense, Save it) íCampaigns implemented in time of energy shortage íTarget groups: residential sector, school children and to a lesser extent industry and commercial sector íColour-coded information on load situation in TV, TV spots, TV reality series, traditional media campaigns, fun interactive tools, demonstration of efficient shower heads on beaches, energy efficiency ambassadors road show with super hero characters

14. The brief A winwingroup is rolling out two road shows; one that is designed to be performed in corporate environments and one that is designed for schools The project Thewinwingroup created 3 Energy Miner Super Hero characters; Captain Watt, Dyna Mo and Miss X Static and developed 2 very versatile 25 minute shows, one specifically targeted at corporate individuals and one for school children. The shows are witty, funny and interactive. They include bicycle powered light displays and a human powered coffee machine. Although highly entertaining, the shows also communicate very valuable tips and suggestions of how South Africans can reduce their consumption of electricity in their individual capacities

16. Innovative integrated tools for communication Case of United Kingdom United Kingdom: Energy Saving Trust Consumer Campaign (Dave) íObjectives to increase use of energy advisory centers and to market the services of the Energy Saving Trust íTV as lead media (starring a sympathetic character Dave and his energy saving house where appliances talk), supported by radio, online advertising and PR íMonitoring data collected by interviews/surveys confirming good visibility and that the campaign had prompted action

17. Innovative integrated tools for communication Cases: United States United States: Drive $marter Challenge Campaign íCampaign objectives were to reduce gasoline costs, vehicle miles travelled and national gasoline consumption íCampaign implemented in the context of economic recession and high energy prices affecting lower and low-middle income drivers íImplemented jointly by Alliance to Save Energy and 19 non-profit, for- profit and governmental partners, trade associations and companies í1st programme phase with tip cards, media interviews, radio, billboard, mobile marketing, interactive website etc. í2nd programme phase implemented through a high-visibility nationwide video contest, traditional media and digital media (including facebook, twitter and YouTube) íThe campaign message hundreds of dollars a year saving-message has led to clear changes in peoples driving habits.

19. Innovative integrated tools for communication Preliminary Findings and Conclusions The full potential of communicative instruments in pursuing energy efficiency is still largely untapped particularly outside the OECD countries Case examples implementation mainly in isolation instead of combining with other policy instruments Use of behavioural theories in campaign design is not evident. However, substantial effort had been put on campaign design phase. Markets need to be segmented, target groups chosen, their needs analysed and communication channels tailored accordingly. Case study results in this respect were mixed. Availability of good-quality evaluation data on energy-related communication campaigns is still a rarity, in general. However, various approaches are used for the evaluation of communication campaigns.

20. Preliminary Findings and Conclusions Factors to consider in choice of the instrument Needs assessment of the target group, tailoring the messages, cost vs. budget, media coverage and media access, cultural factors, long-term view vs. short campaign Multiple communication channels were used in order to reach all chosen target groups to take into account socio-economic factors, language, access to media etc. The most frequently used instrument is TV (also in LCDs), next other mass media and internet in more developed countries. However, major differences between the countries in various stages of industrialisation were not visible in this relatively small sample. Innovative approaches included: use of new social media (US), roadshows 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 and effort (Chile)

21. Preliminary Findings and Conclusions: General Most case examples have been implementation in isolation instead of combining with other policy instruments (regulatory, financial). Given the results of needs assessment and the mix of prevailing energy efficiency barriers, communicative instruments may need to be combined with other types of instruments. For example, if major economic barriers prevail preventing consumer action, different financial instruments may be necessary. íWhile 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.

22. Preliminary Findings and Conclusions: Evaluation Availability of good-quality evaluation data on energy-related communication campaigns is still a rarity, in general. The case studies show results, which are positively biased. The cases demonstrate various approaches to evaluation of communication campaigns, the impact of which is usually perceived difficult to evaluate. Approaches taken: íProcess evaluation by surveys, interviews íImpact evaluation by Surveys regarding measures implemented Estimates based on market and sales data Engineering estimates based on pilot cases Monitoring changes in total consumption