Awareness (training material)

Transcription

1 Awareness (training material) Green Partnerships Local Partnerships for Greener Ci3es and Regions Hugo Saldanha Areana Tejo

2 Introduction Energy efficiency and Renewable energy sources are more and more important these days. Many people feel they cannot respond to these challenges. They believe that there is nothing they can do, as individuals, which will change things. But everyone can do something, and collec3vely make a real difference: be more efficient in our own energy use. For these reasons we need to raise awareness at different groups of people (public sector, children, teachers, companies etc.) If you give people possibili3es to see, touch and maybe try it make the biggest effect on their decisions. In the awareness raising ac3vi3es we need to influent on people minds through their emo3ons. We have to take the 3me to understand what people s priori3es are and what mo3vates them. Place & date 2

3 In raising awareness it is important to note that different people learn in different ways; In terms of making the events as inclusive as possible, remember that different people are around at different 3mes of the day and week, and that some will not be able to access events at certain 3mes or in certain places; Try to think really crea3vely about the themes of the events you are holding, as different themes will atract very different audiences; If you are able to create events that include something that will appeal to all these different learning types of people, you are far more likely to atain the depth of awareness that you are looking for; - Awareness raising is not always about speaking and telling people things listening is also an important element. Place & date 3

4 Raising Awareness and social influence 4

5 Psychology of awareness raising activity Doing more with less Improving energy efficiency does not mean that ci3zens have to give up or forgot ac3vi3es to save energy. Rather, new technologies and more effec3ve behaviour will actually allow ci3zens to do more, improving their living condi3ons rather than reducing their comfort. Changing behaviour efforts to make public transport more atrac3ve as an alterna3ve to cars, and educa3on ini3a3ves to help households reduce their hea3ng bills through improved insula3on and correct use of the thermostat. Why educa8on? Ensuring all ci3zens are energy aware is a key factor, and the role of educa3on and informa3on ini3a3ves in schools is crucial. 5

6 Obstacles and difficul8es faced on regular work in that area/theme The main barriers for raising awareness ac8vi8es: Lack of concrete knowledge on how to use energy efficiently and on the environmental impacts linked to energy consump3on Lack of awareness and no carried out campaigns on increasing energy efficiency; Public sector is not very interested in educa3onal ac3vi3es; Companies do not have enough 3me to have longer training; Educa3onal ins3tu3ons do not have enough money to involve energy expert in their ac3vi3es; School curriculums do not include many ac3vi3es in energy field; Economic crisis demo3vates people; Marke3ng ac3vi3es and experts are expensive; Difficul3es to quan3fy the ac3ons impacts, and then to give a feedback and for benchmarking; Difficul3es to change behaviour; Difficul3es to involve the building users because they don't directly benefit by the achieved savings; Technical problems preven3ng good prac3ces to be applied (e.g. radiator without thermostat). 6

7 The best approach is: to beter inform the building users to make them aware of their possibili3es of ac3ons; to encourage / to induce the users to act out (from awareness to ac3ons); to perpetuate the changes by the monitoring and the communica3on on the results. 7

8 Technological examples and tools of awareness raising material Good planning is fundamental to the success of an energy awareness programme. The main points to consider are: support and resources, your current situa3on, your target audience and goal sedng, messages and communica3on channels. Before choosing the right tool the target group should be defined: ü Children ü Students ü Ci8zens ü Households ü Companies (offices, services, industrial ) ü Passengers (car users, bikers ) ü Elderly people ü Public sector 8

9 Be aware of promo8onal overload People tend to look at subjects or issues that interest them and ignore the rest. Your messages and slogans will have to be punchy and varied to interest different people. Use the right language for the target audience. Unless you are addressing a technical audience, do not use technical language. Keep it simple and appropriate. Once you have iden8fied your target group and the appropriate messages, work out how to convey them. Use an assortment of methods as people respond differently to each medium (pictorial messages, writen messages, verbal communica3ons). 9

10 Tools how to educate and inform the people and raise their awareness about energy maters: WriTen: Booklets, brochures, leaflets, web info, mailing, etc. Audio: short sayings, funny defini3ons, ques3ons, etc. Video: short films, anima3ons, cartoons, etc. Personal presenta3ons, communica3ons: lectures, workshops, etc. Public events You must select the most appropriate delivery tools for your messages. 10

11 Tools Brochure (a flyer, pamphlet or leaflet that that is used to pass informa3on about something): - adver3sing pieces mainly used to introduce an organiza3on and inform about products and/or services to a target audience; - uses higher- quality paper, more colour, and is folded; - Brochures are oken read from the cover to the end so make sure informa3on is ordered effec3vely. s (are a direct form of communica3on and allows you to send targeted messages): - messages should be relevant and interes3ng; - don t make the too long aim to get straight to the point; - use graphics and/or colour; - don t overload recipients with too many messages à this can cause a nega3ve reac3on. 11

12 Posters (remind people to save energy but they must be renewed at regular intervals) - Can contain different types of messages: news, ques3ons and commands; - You have to place posters at the point of use and at eye level; - A poster usually suggests ac3on that can take place now; - The message must be short so that the letering can be bold and large and seen at a distance. S8ckers - Encourage people to think about saving energy; - Target different equipment or individuals; - You can use s3ckers at the point of use, on or near equipment, like photocopiers, printers, computers, light switches and machines. You can label equipment with colours. Red could mean switch off aker use and green could mean allowed to be lek on, for example. 12

13 Displays - Place the display where everybody can see it; - Concentrate on one or two issues at a 3me and change them regularly to maintain interest; - Use images such as photos, cartoons or energy use charts. NewsleSers (news, opinions and feature ar3cles on topics of interest to a target audience) - To use communica3ons where available, to inform people and report on success stories or events, include photos of the people involved; - Think about the publica3on s audience; - Make raising energy awareness a regular feature. Presenta8ons, lectures and workshops - A dedicated presenta3on, lecture or a workshop on energy saving is an ideal opportunity for gedng the message across; - an ideal forum for face- to- face communica3on; - They also provide an opportunity for repor3ng on progress and providing informa3on on energy consump3on. 13

14 Word of mouth (any apparently informal communica3on about the product by ordinary individuals) - It generates messages to s3mulate interest and get people talking; - Word of mouth is oken the most powerful method of communica3on; - Successful messages are those which provide informa3on and get people talking about the issue. Promo8onal materials - Include messages on promo3onal materials such as diaries, calendars, Christmas cards, leaflets, brochures and mouse mats; - If possible, add energy saving messages to your organisa3on s website or create dedicated web pages about the programme; - Make people aware of your achievements in energy saving this is a good marke3ng message which can help enhance your organiza3on image. 14

15 Compe88ons - By offering atrac3ve prizes, you can mo3vate people and raise their awareness on energy efficiency; - an excellent way of gedng people to par3cipate in saving energy; - Ideas: to design a poster, to prepare an energy quiz, to create slogans the best slogan wins, to paint a picture, to photo a picture; - You could target it at people at general or to the children. Press release (a brief writen summary or update, aler3ng the local media about your group s news and ac3vi3es): - Similar to news ar3cles but they are usually prepared for the people who are working in specialized fields; - Are created either to preview an upcoming event or to inform the public about something that has already occurred. 15

16 Press conferences (it is a tool designed to generate news hard news) - An addi3onal media technique, for special occasions, when you really want to make an impression; - You can give more informa3on than in a press release; - It is interac3ve; - You can announce an important development, and explain its significant local and wider implica3ons; - You can oken generate the kind of no3ce or publicity a spot on the 6:00 TV news, for instance that you d otherwise have to pay a large amount for. Media or public event (is an event or ac3vity that exists for the sole purpose of media publicity) - It may also include any event that is covered in the mass media or was hosted largely with the media in mind. 16

17 Video - When you use video on your website, you have a powerful tool that can increase the popularity of your web pages; - When you use video on your website, you have a powerful tool that can increase the popularity of your web pages.; - use video to turn a sta3c website into a dynamic, interac3ve des3na3on. An effec8ve awareness- raising campaign strategy will employ a variety of different communica8on approaches and techniques to ensure that the central message is received and understood by a diverse audience. 17

18 Education and information materials To raise awareness is to inform and educate people about a topic or issue with the inten3on of influencing their adtudes, behaviours and beliefs towards the achievement of a defined purpose or goal. The fundamental mission of educa3on on sustainable energy is to change the understanding of the role and importance of energy in ensuring the well- being - quality of life, with the aim of improving energy management in the technological, economic and environmental sense. Ra3onal use of energy requires the ac3ve role of the individual who is aware that energy is not in itself given in unlimited quan33es. Therefore, the awareness raising ac3vi3es and educa3on, especially for younger popula3on which will need to take prudent environmental decisions in the future, are among the most important instruments to achieve sustainable energy use. 18

19 The general objec3ves that we want to achieve in the context of educa3onal ac3vi3es are as following: Encourage the interest for environmental issues, par3cularly in the field of RES and RUE among people and aware them that prudence daily ac3ng contribute to the welfare of our own households, communi3es, as well as to the global environment. To encourage people to passes on the lessons learned, especially to encourage the school teachers to include energy related topics in daily classroom ac3vi3es. It is necessary to present the subject to the specific target group in an appropriate manner (prior knowledge and understanding of the topics must be covered). 19

20 Examples Children: %20ac3vitybook_2010.pdf Educa3on on energy: %20splo%C5%A1no.pdf Example of video: 20

21 Public authori3es: The example of step by step guide for implemen3ng energy management in public sector Companies: The example how to introduce a mobility management in companies can be found on the link process- heat.eu/fileadmin/redakteure/so- Pro/Work_Packages/WP3/ Planning_Guideline/Techn_Bro_SoPro_en- fin.pdf Housholds: About energy cer3ficate Passengers: Energy efficient way of driving (in Slovene language) zlozenka(1).pdf 21

22 Basic definitions about Energy Renewable energy - energy that comes from resources which are naturally replenished. It includes all energy sources, which are extracted from permanent natural processes Solar radia3on, Wind, Water flow in rivers or streams (hydro energy), Photosynthesis by which plants build biomass and Terrestrial heat flow (geothermal energy). Renewable sources are converted into other forms of energy that we need in everyday life - heat, light, electricity, mechanical work etc. Renewable energy is important because of the benefits it provides. The key benefits are: Environmental benefits (lover environmental impact); Energy for our children s children (RE will not run out); Jobs and the economy; Energy security. 22

23 Energy Efficiency - Efficient energy use is the goal to reduce the amount of energy required to provide products and services. There are many mo3va3ons to improve energy efficiency. Reducing energy use reduces energy costs and may result in a financial cost saving to consumers if the energy savings offset any addi3onal costs of implemen3ng an energy efficient technology. Reducing energy use is also seen as a solu3on to the problem of reducing carbon dioxide emissions. Energy saving in the overall sense also derives from a change in consumer behaviour. This means, for example, a policy of making public transport more atrac3ve and thereby encouraging car users to take the bus or train instead; or educa3ng people on how to reduce heat losses from their house, notably through correct use of thermostats. 23

24 Es3mated gross energy consump3on (1,725 Mtoe) by sector in

25 Examples of promotional campaign for different target groups There are four key components of an effec3ve awareness raising campaign: 1. Message 2. Audience 3. Strategy 4. Timing Remember this: The most effec8ve awareness- raising messages are typically short, simple, flexible and memorable! They should also be kept fresh and novel to ensure that people no8ce them and react posi8vely. An effec8ve awareness- raising campaign strategy will employ a variety of different communica8on approaches and techniques to ensure that the central message is received and understood by a diverse audience. 25