if every household in the united states replaced one old ... · social marketing approach awareness...

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!

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.

Goal: Energy Efficiency

Change one bulb = Changed behaviours.

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

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

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

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

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.

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.

Measurement, evaluation Delivery data tracking: Bulbs, coupons, interactions

Measurement, evaluation Volunteer orientation/feedback systems Detailed delivery reports, base for evaluation Independent polling, impact assessment Delivery data through web as marketing, sponsorship tool

An action-oriented climate change strategy…

Prime Minister Stephen Harper

…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

Bright lights

Ed Robertson, The Barenaked Ladies

Sarah Harmer

Gord Downie, The Tragically Hip

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

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.

Program Cost

$4-6/bulb deliveredIncludes:The light bulbCustom packagingHR/administrationMedia/CommunicationsData management/mappingEvaluation

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.

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

2 electricdeliverybikes

One 1975 fiberglass trailer as community events/delivery vehicle

Accessible.Visible.Friendly.Grassroots.Effective.

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.

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.

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.

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.

“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

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.

500 volunteers

Volunteers

Volunteers

Yukon!

Independent Evaluation

Ekos Research AssociatesPublic opinion telephone polls

December 2005, December 2006

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%)

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

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%

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

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

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!

For more information on Project Porchlight:

Stuart HickoxExecutive DirectorOneChange.org (613) 260-7362

Paul AdamsExecutive Directorwww.Ekos.com

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