if every household in the united states replaced one old ... · social marketing approach awareness...
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If every household in the United States replaced one old fashioned bulb with a compact fluorescent, the reduction
in pollution from power generation would be the equivalent of taking 800,000 cars
off the road.
Energy Star
Americans would save $3,000,000,000 over 5 years, and enough power to light
2.5 million homes.
Change Within Reach!
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More than light bulbs
Changing a light bulb is the universal first action in broad publicparticipation on climate change.
One simple action. The gateway to cultural change.
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Goal: Energy Efficiency
Change one bulb = Changed behaviours.
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Social MarketingApproach
Awareness campaigns or retail/coupon programs will nevertransform the residential lighting market.
What’s needed:
More than awareness. Action. Simple, professional branding, including ENERGY STAR Harness power of person-to-person communication Build community teams: “Energy Advocates” Empower existing networks Employ gift principle Focus on volunteer delivery: Engage first adopters
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Porchlight: Public Engagement at the doorstep Light at the front door is community light Symbol of change Declaration to others Light left on longest among bulbs in home Lowest point of resistance to new technology (not Project
Bedroom Lamp) Distribution/public engagement focused on door-step
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OneChange.org Philosophy of individual action, common shared effect Light bulb as first change, simplest Proof that action does not necessarily require sacrifice Relationship with citizen: Impact on openness to participation in more
changes Basis for on-going dialogue:Future One Change
actions/campaigns: 1 degree on the thermostat1 tree planted1shower head installed1 day walking or transit instead of driving
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Governance Assert ambitious national mission Market research, detailed business plan Public/private/community partnerships Non-partisanship Pragmatic environmentalism: Not overly “crunchy” Volunteer driven Board of Directors
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Measurement, evaluation Delivery mapping based on provincial/state address data
Number of households are outlined by street
segment, to facilitate efficient door-to-door
delivery.
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Measurement, evaluation Integrated delivery and data management
Production of maps and delivery sheets, input of
delivery results, and production of delivery
reports are integrated in one electronic system.
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Measurement, evaluation Delivery data tracking: Bulbs, coupons, interactions
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Measurement, evaluation Volunteer orientation/feedback systems Detailed delivery reports, base for evaluation Independent polling, impact assessment Delivery data through web as marketing, sponsorship tool
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An action-oriented climate change strategy…
Prime Minister Stephen Harper
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…that everyone can support.
Former Prime Minister Paul Martin
NDP Leader Jack LaytonDavid McGuinty, MP, Liberal Environment Critic
Federal Environment Minister John Baird Liberal Leader Stephane Dion
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Bright lights
Ed Robertson, The Barenaked Ladies
Sarah Harmer
Gord Downie, The Tragically Hip
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Impacts (Community)Broad grassroots public engagement985 registered volunteers and community contacts2,500 e-mail registrations across CanadaMobilization of community groups, including:
Big Brothers/Big Sisters Canada25 Civic Engagement Roundtable Carleton University Ravens Rugby Child and Youth Friendly Ottawa Cooperative Housing Association of Eastern Ontario Faith and The Common Good Habitat for Humanity Heron Emergency Food Service Hindu Festival of Light Jim Watson’s Energy Conservation Fair Somali Advancement and Integration Centre South-East Ottawa Centre for a Healthy Community
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Impacts (Sponsors) Turn-key program Grassroots appeal Arms-length management agility Green brand affiliation and promotion Broad earned media publicity Increased sales New access to community networks
L-R: Mike Perry (Porchlight Board); Rod Elliott, TD Bank Financial Group; David McGuinty, MP Ottawa South, Stuart Hickox; Dave Thorpe, Marketing
Director Giant Tiger Stores Ltd.; John Jeza, Residential Programs Manager, Ontario Power Authority; Rosemarie Leclair, CEO Hydro Ottawa.
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Program Cost
$4-6/bulb deliveredIncludes:The light bulbCustom packagingHR/administrationMedia/CommunicationsData management/mappingEvaluation
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Media
Power of an idea - National Post Editorial
“It’s easy to like Project Porchlight… the least expensive way to cope with the energy crunch is conservation. No great capital outlays, no huge power purchases. Just say no.
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The Ottawa Team
14 weeks
1 Executive Director1 Operations Manager1 Communications Coordinator2 Data/mapping coordinators3 Team leaders10 Community events/delivery staff500 volunteers
220,000 bulbs
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2 electricdeliverybikes
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One 1975 fiberglass trailer as community events/delivery vehicle
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Accessible.Visible.Friendly.Grassroots.Effective.
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Chris delivered 8000 bulbs.Including the lucky 50,000th.
And over 600 grade six kids in seven school assemblies think he’s awesome.Especially the girls.
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Jay’s son has asthma.He told his story at the door.“Every bulb stops 125lb of coal from being burned. Less smog means less childhood asthma.”He’s dedicated.
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This is John’s first Canadian winter. He’s from Australia.Kim’s from Toronto.Together, they’re making sure Canada’s winters stay cold.We’re all in this together.
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Ranna is from Somalia.She organized a team to retrofit all the Habitat for Humanity homes in Ottawa with CFLs. Then 40 Habitat family volunteers helped us deliver 1000 more bulbs.
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“Project Porchlight is proving that individual actions and small changes do matter.One bulb at a time.”
- Dr. David Suzuki
The David Suzuki Foundation, Vancouver
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Bill is 83.He and his wife delivered 200 bulbs. They were so excited by the reaction they received at the door that they sold their Audi A6.And bought a hybrid.
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500 volunteers
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Volunteers
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Volunteers
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Yukon!
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Independent Evaluation
Ekos Research AssociatesPublic opinion telephone polls
December 2005, December 2006
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Evaluation Summaryl High awareness of campaign (70%)l 55% recall receiving bulbl 70% of bulb recipients installed them immediatelyl 82% familiar with CFLs l Ottawa residents install CFLs to save energy (81%) and to save money (40%)l Broad cross-demographic believes CFLs have environmental benefitsl Porchlight campaign makes recipients more likely to use CFLs (70%)l Porchlight campaign makes recipients more likely to buy other energy efficient
appliances (66%)l Broad cross-section support Ottawa campaign (92%) and would support Ontario-wide
effort (91%)
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Receiving and Installing the Bulbs
YesNoDK/NRDidn't rece
“Some people in your neighbourhood received a free
compact fluorescent light bulb at the door. Did you or someone else in
your household receive a free light bulb?”
“Have you or somebody else in your household
installed the light bulb?”
No
Yes
0.28
0.7
0 0.2 0.4 0.6 0.8
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Likelihood of Future Use (a)
Much more likely
“Would you say that as a result of the campaign in Ottawa to give out energy-efficient light bulbs, you are
more or less likely to use them in the future?
Somewhat more likely
Less likely
DK/NR
About the same
0.05
0.01
0.28
0.25
0.41
41%
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Likelihood of Future Use (b)
“And how would you say your use of these light bulbs is likely to change? Would you say that you
are likely to…”
0
0.04
0.08
0.15
0.27
0.42
Change all the bulbs in your house
Install them when your old bulbs burn out
Consider using them next time you buy bulbs
No change; will continue to use them
Install them in certain locations
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Choosing Energy Efficiency“After receiving the energy-efficient light bulb, do you
think you’ll be more likely to consider energy-efficiency when you’re buying other products such as appliances?
0.01
0.31
0.25
0.41
Much more likely to consider this
Less likely to consider this
About the same
Somewhat more likely to consider this
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One bulb is how to start 66% say that because of changing one bulb, they will consider “energy efficiency” when making other purchases.
Change is Within Reach!
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For more information on Project Porchlight:
Stuart HickoxExecutive DirectorOneChange.org (613) 260-7362
Paul AdamsExecutive Directorwww.Ekos.com
`