THE CITY OF CAPE TOWN: ELECTRICITY SAVING CAMPAIGN - Sheryl Ozinsky y Campaign Manager April 2013 DUE CONFERENCE
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THE CITY OF CAPE TOWN:
ELECTRICITY SAVING CAMPAIGN
Sheryl
y Ozinsky
y
Campaign Manager
April 2013
DUE CONFERENCE
What if?
We were able
W bl tto gett mid-to
id t high
hi h
residential consumers to reduce
electricity consumption by 26 26-40%
40%?
• The City’s economy would be more robust in a future where
carbon emissions are constrained
• Th
There wouldld be
b reduced
d d vulnerability
l bilit tto ffuture
t electricity
l t i it price
i
hikes
• And reduced constraint on economic growth
(more efficient economy)What if?
100 000 SWH were installed
i t ll d iin C
Cape T
Town
households?
• We would save hundreds of millions of rands on electricity
• Employment creation would be maximised as opportunities
for the economic development of energy related industries
are optimised
• The City would be more investor friendly and competitive with
reduced chances of power cuts from lower peak demandAre we ready to think out of the box?
Research on electricity
y consumption
p
• Most people understand the need to save but not aware how serious
shortage is
• Already doing some things to save at home but not sure what the
most effective methods are
• Info diversity/overload, not sure who to trust for advice
• Not happy with authorities (Eskom)
• ‘Grudge purchase’
• C t iis #1 reason ffor saving,
Cost i b
butt other
th reasons ttoo
• Every house is different. No single answer for all.
• In Cape Town low income groups consume only 7% of total electricity
consumption, whereas the small group of high-end consumers
accountt for
f 31% off consumption.
tiCape Town’s Electricity Saving Campaign
Social Marketing Campaign -
behaviour change beyond
simply ‘awareness’.
Interventions categorised as:
• “Top 10 Best Ways to Save
electricityy at home”:
‘no cost’
‘low cost’ and
‘invest to save’10 best ways to save electricity at home
• No cost • Turn the g
geyser
y temperature
p down to 60° C.
• Use less hot water
• Switch off equipment when not in use.
• Reduce pool pump operating hours
• Reduce excessive heating or cooling
• Low cost • Install an efficient shower head.
investing
g • Insulate geyser and water pipes leading to it.
under R1000 • Install efficient lighting
• Invest to • Install a solar water heater
save options • Insulate the ceilingOur Electricity Saving campaign has two
components:
a rational part that speaks
of the cost to consumers
The emotional speaks
of the
o e cost
cos to
o the
e environment
e o eRates Bill and Insert
How to influence behaviour change: UCT Study
We wanted
W t d to
t see if,
if in
i Cape
C Town,
T we can gett households
h h ld to
t use less
l
electricity of their own Free Will by referencing their consumption to Social
Norms for Electricity Consumption.
Two sorts of norms are
City Eg. The average household in the
investigated... City consumed 100kwh last month
level.
Descriptive Norms:
Your household consumed 200 kwh
in the past month.
Your household consumed more/less
Previous research has shown that people will tend to
than the average.
alter their consumption towards a reported norm.
We report norms at two levels of aggregation.
Neighbourhood
level. Eg. The average household in
your neighbourhood consumed
and... 425 kwh last month
Injunctive norms
A smaller body of research has shown that
the use of an injunctive norm will encourage
☺ If under consuming
those consuming less than average to
continue consuming less than average, while
still encouraging consumers to reduce their If over consuming
consumption.City must lead by example • Owns 500 buildings including clinics, libraries, fire stations etc • Interventions include SWH, lighting upgrades, HVAC thermostat control, etc
Energy
Ch
Champions
iSchools Programme
3 meetings/year featuring case studies,
panel discussions and a Marketplace
200 plus
l attendees
tt d who
h h
have ttaken
k action
ti
in their own buildings
EE Forum AwardsElectricity consumption – current, 2007, BAU
Jan ‐ Dec 2012 = 14.4%
14 4% reduction in consumption compared to BAUEconomic growth and electricity intensity
Next Steps 2013 – 2015
• We must move beyond the ‘no-cost’
no cost
and ‘low-cost’ options
• Drive significant ‘investment to
save’’ ((while
hil continuing
ti i a basic
b i llevell
of all 3 categories
g of tips/actions)
p )
• This applies
pp to both residential and
commercial target audiencesBuilding on the Foundation of Phase 1.
1
Conversion to invest to save
save.
A foundation of definitive tips for saving electricity.
2010 2015What’s changed
g since Phase 1?
• Context
- P
People
l are starting
t ti to t feel
f l the
th price
i increase
i
- Much more buzz about it on social networks
- A topic at braais and dinners
• Mechanisms
- It’s easier to invest to save
- Rebates electricity incentives
Rebates,
• Persuasion
- The gap between emotional and rational is
closing
- Even if you can afford itit, there may not be
electricity to buyInterlinking scarcity and rising prices • Key is to offer awareness messaging that speaks to both • Support this with definitive, practical tips to action
Rational:
Current tips
p
New tips
‘Invest to save’ tips
p and new tips
p
How easy it is to implement ‘invest to save’ tips
Activations
Installations
Promotions
Digital Enhancement
Social Media LeverageLeverage Winter and Price Increases
Comms strat:
Leverage the looming price increases and empower
consumer with knowledge to do something about it.
Focus Tips on Invest to Save options:
Heat Pump, Insulation/Efficient Heating , Install Solar
Water Heater, Shower Heads
Leverage Mass Residential Roll Out:
Heat Pump, Insulation, Install Solar Water Heater,
Shower Heads,
Heads Efficient HeatingRoll Out
Launch Campaign:
01 May 2013
• ABL Print focused on community press.
• ABL Radio
R di ffocused
d on 94.5kfm
94 kf and
dCCape T
Talk
lk
• Rates Inserts
• Updated Website Content
• Build Mobi site‘Steps To Save’ Tips. – Eskom Standard Offer
Draft Proposal: Good House vs. Bad House
Part of radio campaign / tips?
Win a Sustainable Home Makeover:
Use less electricity than last month and you’re automatically
entered into the draw.
Link the promo to the container installation – drive
consumers to see all the ‘Invest
Invest to save
save’ options in action
action.
Leverage partners involved with prizes.
Past experience shows the power
of competitions.Unlocking Eskom Incentives
Commercial sector not sufficiently aware of how to take-
take
up Eskom incentives
Work on pproducing
g user friendly,
y, illustrated,, ‘how-to-
guides’
Dedicated project manager - Tracey Brownlee,
marketing orientation with sustainability experience
Direct Marketing
Face to face meetingsEE Forum
Phase 1: Participation and trust in Forum itself
Phase 2: Get the Forum to work.
• Better case studies, goal setting, targets)
• Understand needs of commercial sector
surveys & evaluation forms
• Understand how to produce successful events
(content and format)
• Pilot using social networking to grow Forum and
contact between meetings, e.g LinkedInM it i
Monitoring and
d Evaluation:
E l ti
M&E
& very challenging in Phase I,
will need a shift away from an
engineering approach toward a
social
i l science
i approach,h e.g.,
Focus Groups, p , interviews,,
questionnaires, etc.But wait there is more:
Massive Digital Opportunity (Apps, Calculators,
Wizards)
PR Leverage (Interviews, Editorials)
Leverage Relationships with Civic Associations
Leverage Media relationships
D i Capital
2014 Design C it l IInitiatives
iti tiE th H
Earth Hour 2013 Video
VidScaring
g people
p p is unlikelyy to engage
g g them
A big budget is not essential for a successful
campaign.
campaign
Making
g people
p p feel guilty
g y about their lifestyles
y
and purchasing habits is achieving only limited
success.
Make objectives realistic, e.g. “Cut household
energy use by 10%”
10% , rather than “mitigate
mitigate
climate change.” People need to feel solutions
are within their grasp
grasp.
Persistence and a long-term perspective are
essential.Sarah Ward
Head: Energy & Climate Change
The City of Cape Town
sarah.ward@capetown.gov.za
h d@ t
+ 27 21 487 2124 or + 27 84 606 7177You can also read
