Community Based Social Marketing

Community based social marketing what is it? 5 November 2013 CBSM Community Based Social Marketing Community Based Social Marketing draws heavily on research in social psychology which indicates that initiatives to promote behaviour change are often most effective when they are carried out at the community level and involve direct contact with people. About: Attitude Behaviour Economic self interest Only then will there be a catalyst for change 2

Community based social marketing what is it? 5 November 2013 CBSM Leading by example Humans have a confirmation bias: look for information to confirm beliefs Like to follow the norm Words and deeds match others Word of mouth and social engagement critical Encourage the positive but can you discourage the negative? Prepare Pilot Evaluate Revise Implement Evaluate 3

What can be measured? Aggregated reduction in energy usage over time Changes in behaviour Social value Carbon saving Understanding and knowledge Tenant opinions and views Financial Savings

Nothing new

CBSM a case study

Community based social marketing what is it? 5 November 2013 An example: Dŵr Cymru Welsh Water Focus group established and online questionnaires completed identified increased car-sharing as the desired behaviour change Benefits identified as: Cost-effective mode of transport to work it can save you money! Fewer parking problems Increases travel options for those with no, or limited, car access New friendships Can reduce pollution from car emissions Can give you company Can reduce local congestion Can save you time It can be safer (e.g. if you breakdown, or drive late at night) Reduce the stress of driving Help to reduce your carbon footprint 7

Community based social marketing what is it? 5 November 2013 Dŵr Cymru Welsh Water Barriers identified of car sharing identified Information to facilitate finding a car share partner How lives near me? Flexibility of working patterns Promoting the benefits of car sharing Taking the campaign forward speedily 8

Community based social marketing what is it? 5 November 2013 Dŵr Cymru Welsh Water Week one Launch event using simulator and transport advisors present Sign up forms to register those intersted in car sharing Week two E-sign up portal DCWW internal newsletter promo 9

Community based social marketing what is it? 5 November Community 2013 based social marketing what is it? 5 November Community 2013 based social marketing what is it? 5 November 2013 Dŵr Cymru Welsh Water Week three 10

Dŵr Cymru Welsh Water Week four Reminder email sent Week five Tandem placed at entrance to offices Week six Final email reminder sent Final focus group meeting held 11

Dŵr Cymru Welsh Water 11% of employees at the site signed up Respondents of the evaluation recalled the activity promoting car sharing Anecdotal evidence - more likely to car share for meetings some increase in car share to/from office Support continues with other organisations contributing too 12

So how can you apply the approach?

Communicating with tenants 63% forget to turn lights off in unoccupied rooms 67% boil more water than needed in the kettle 28% leave the heating on while the house is unoccupied 32% use the tumble-dryer when they could use the washing line 14

Opportunity for tenants Heating water for use in the home accounts for ~23% of household energy bills Simple water-saving measures could reduce household bills by 120 / yr No shower provision in ~44% of social housing in Wales 15

Community based social marketing what is it? 5 November 2013 Context Your organisation has run preliminary workshops with a group of residents and they have selected to run a project to Support the replacement of light bulbs to LED light bulbs within kitchens and bathrooms Improving water efficiency in bathrooms (shower times, brushing teeth) 16

Community based social marketing what is it? 5 November 2013 Maintaining the momentum Resources needed Equipment or kit Literature and supporting documents Websites, apps, e-tools Partners & networks Sponsors / manufacturers / utilities? Partners Who do you need? Marketing? Estates team? Tenant groups? Others? Metrics, evaluation and review Baseline data Phased evaluation Creating case studies 17

Communicating the message

Messages Dispelling myths Top tips for energy saving Heating systems and controls Controlling condensation Paying for fuel Running costs of appliances Who to contact 19

Measurement and Evaluation

Why measure and evaluate? Effective monitoring and evaluation is required throughout all energy efficiency work. Provide a way of identifying what does and what does not work, and demonstrating impact to others Help improve future programme delivery Output vs outcomes

How to measure effectively - Questionnaire design design the questions so that they are clear and obtain the necessary information required - Response rate ensure a good response rate to avoid non-response bias - Baseline data where possible understand what was happening before the intervention - Attribution what influenced their behaviour change, was it the intervention or was it other influences? - Measuring impact over time estimating how long they changed their behaviour and is it now habit? - Control group it can be useful to form a counter-factual with a similar group that haven t been involved in the intervention

Energy Saving Trust Wales support available

What can the Energy Saving Trust offer? Fuel poverty mapping Technical support Staff training One-to-One tenant advice and engagement Events Energy consumption measurement and management Online tools for tenants to complete Evaluation Resources 24

Case Study: Melin Homes Installed Solar PV, Solar Thermal and Air Source Heat Pump systems on a number of homes EST employee seconded to Melin Homes to measure the impact of installations Studied understanding and knowledge of systems, behavioural change and financial savings Provided in-home energy advice to tenants Produced report for Melin Homes outlining findings of study and numerous recommendations 25

Case Study: Bron Afon Housing Association Provided staff training to all front line staff Training incorporated fuel poverty, energy efficiency and renewable energy Attended community events advising tenants on Solar PV and energy efficiency 26

Case Study: Monmouthshire Housing Association Produced carbon emissions baseline report Studied baseline carbon emissions and energy bills compared with savings from WHQS Concluded that carbon emissions had been reduced by 10,651 tonnes Included various recommendations for future work 27

Case Study: Newport City Homes Community engagement to review Duffryn district heating system Working with Newport City Homes and residents to develop e- questionnaire Advice on water efficiency and smarter driving 28

BEST Built Environment Sustainability Training EST are completing the water theme research Other themes: waste, low carbon energy, onsite & offsite construction and refurbishment Courses are currently being procured and will be advertised on-line www.best.cf.ac.uk 29

EST s Online tools available

http://www.energysavingtrust.org.uk/watercalculator/flashcalculator 32

Yearly energy cost of boiling ½ full kettle 4 times a day: 23 Yearly saving by only boiling enough for 2 cups of water each time: 6 Yearly energy cost of washing up under a running tap every day: 42 Yearly saving by washing up with using a bowl: 31 Typical water use: 50L per wash Yearly energy cost of 5 x 60⁰ washes per week: 40 Yearly saving made by switching to 4 x 40 ⁰ washes per week: 10 Typical water use: 14L per wash Yearly energy cost of 4 loads per week: 38 Yearly saving made by switching to 3 loads per week: 10 33

34 >40% financial saving in their kitchen