ustainable lifestyle experiences of mplementation · kemah hijau (green camp) training for...
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SUSTAINABLE LIFESTYLE – EXPERIENCES OF IMPLEMENTATION CHRISTINE EFFENDY DR. EDZARD RUEHE
GREEN CONSUMER DEMAND / GREEN LIFESTYLE
BUY USE DISPOSE
• Target Group YUMIF
• Direct implementation in households and daily life
• Approach in accordance to local culture
• Campaign through media
• Journalist training
The Concept
Target of the campaign was actual behavior change in the regions of Surabaya and Jogjakarta
Knowledge & Awareness
Motivation & Ability
Actual Change
I know, but…
I will do
I really do
CAMPAIGN ROLL-OUT: How the Campaign was brought to the public
Yogyakarta, Wave of Community
Thematic Workshop & Competition Komunitas Foto dan Blogger • Photography Workshop & Competition (hunting on
location) • Blogging Workshop & Competition Total participants: more than 1000
Photo Rally Climate Pic 2013 & 2015
377 participants
Komunitas Kreatif dan Seni Lomba Desain Iklan Tema Hidup Hijau Total karya peserta: 25
CLIMATE PIC 2
SRIKANDI HIJAU Endorser: GKR Pembayun dan GKR Condrokirono
Peserta: 160
Green Consumption
SURABAYA
Campaign Roll-Out: How the Campaign was
brought to the public
Surabaya, From Learning To Living
Green consumer demand in schools and households
230 schools, 100 finalists
660 families, 200 finalists
From Learning To Living (SBY)
Implementation
Results
91 families were monitored for implementation
• Mostly implemented: Bag reused, Water bottle, separated waste, LED lamp
• More than 10,000 kWh were saved
• About 8,000 kg CO2 not emitted
Kemah Hijau (Green Camp)
Training for Government Officials on SCP Campaign
• 57 officials were trained
CLIMATE PIC 2
JOURNALIST CAPACITY BUILDING Jakarta, Surabaya, Yogyakarta
In cooperation with Aliansi Jurnalis Independen (AJI)
166 Editors and Journalists
Journalist Training
Media Coverage
Femina, Dec 2014, 4 pages Written by Naomi Jayalaksana
Number of articles directly referring to SCP Campaign: Printing: 65 Online: 377 Radio: 55 TV: 19
Media Campaign
• TV Live Talkshow • TV Program “Mas Blangkon
& Tejo” • Radio Talkshow • TV Commercial • Radio Insert tips & spot • Comic • Klinik Hijau (Q & A) • Display Ad • Advertorial
OUTCOME LEVEL: Did people change their behavior as a
result of the campaign?
0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%
shopping bag
AC
Bulbs
Bulk packs
organic / local food
non-chlorine cleaning agents
warm-up habits
transport
waste facilities
biopori / infiltration
house composting
Jogjakarta
Each participant is a multiplier – but to what extend?
Did you already convince others?
1
2
3
4
5
Surabaya Jogjakarta
Done in special situations
Do not know how to
Not interested
Am doing it permanently
Am doing it organized (NGO)
Outreach
Direct contact: 2.700 persons / families
Indirect contact (radio etc., estimation): 800.000
Websites
• Sustainable Consumption Website YLKI (www.konsumsihijau.net)
• Green City website Yogyakarta
• (www.scp-indonesia.org/yogyakarta)
• Eco City website Surabaya
(www.scp-indonesia.org/surabaya)
• Website Konsumen Hijau Indonesia
CONCLUSION
• Keep it simple
• Multi-channel approach
• Great success in implementation
• Cooperate with local governments for dissemination of programs
• Use NGOs and other partners for implementation
• Include the media
Thank you