Display Corporate Design
o Logo, Poster
Display your press release
o Content, Structure, Dispatching
Planning a press conference
o Invitation, Location&Equipment, Time,
Course of events, Follow-up
Ready-made press information
As already mentioned in the campaign guide, involving the
media can have a benefit for the Display campaign as well as
for your municipality. In some municipalities it may exclusively
be the communication department which works together with
the local media. In others, it can also be the task of other
Thus, on the following pages, you'll find some tips on how to
cooperate effectively with the local media. Writing a press
release as well as organising a press conference requires
knowing some basic rules, which we are going to detail in this
For all your press work, cooperation with the
press/communication department of your municipality
could be helpful.
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DISPLAY CORPORATE DESIGN
The following guidelines will explain how to use the Display
The Display logo
The Display logo is one of the key elements of the Campaign's
corporate design. It strengthens the identity of the Display
Campaign and shall be recognisable throughout Europe.
Therefore, it is important to use the same version everywhere.
The logo is composed of a graphic element (the smiling
house) and the writing "Display" below it. It is not
permissible to dissociate the two elements.
Always give the logo enough space to be seen clearly
wherever it appears. No other text or other visual elements
should appear within this space.
The background chosen decisively affects the impact of the
logo. If possible, the background should be white.
Unauthorised usage of the logo
Please always use the logo such as it has been put at your
disposal. Do not change its current form or colour.
1. If you want to publish the Display logo together with the
logo of your municipality, please do not mix both. They
should stay separate graphic elements.
2. When changing the logo's size, please respect its
proportions: do not incline, stretch or compress the logo.
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3. Do not change the original colours of the logo.
The Display colours
The Display logo shall always be published in blue and white,
NO OTHER COLOURS SHOULD BE USED. The only
exception is a greyscale version for fax or photocopies.
As to the Display poster, it is easily recognisable by its vivid
green. Slight changes in the background colour can change the
poster's aspect and should be avoided.
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Please respect the defined corporate colours:
CYMK (quadrichrome, i.e. for all kind of documents):
Blue: 80% Cyan, 30% Magenta, 0% Yellow, 0% Black
Green: 25% Cyan, 100% Yellow, O% Magenta, 0% Black
Pantone (spot colours, for a more precise colour printing)
Blue: 285 C
Green: 390 C
DISPLAY YOUR PRESS RELEASE
What makes news newsworthy?
Consider carefully whether your message is worth being
reported on in the media. Will somebody other than you be
interested in the story? Be careful not to overstrain the media
with small and unimportant facts.
As your event has to compete with so many others for being
published, you should try to make it something special for the
The following news factors can help you to know whether
your event is media-appropriate or not:
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If you consider that the event you are organising does not yet
correspond to these criteria, try to design it differently! For
instance, you could involve prominent people (the mayor),
present your first success (xx energy saved in xxx weeks) in a
vivid way and highlight the singularity of the campaign.
Expectations of the media
The following principles apply to every text and should also
characterise your press documents.
KISS - Keep it short and simple.
Write short paragraphs.
Keep a concise language.
Make clear statements.
Back up your information with facts and figures.
Write for the audience, not for yourself.
Make sure there are no grammatical errors and typos.
Journalists are put under pressure by printing deadlines etc.
and always prefer texts that do not require a big effort to make
a good article out of them. The more your text is logically
structured and well understandable, the more it is likely to be
used by the journalists without major changes.
The 5 "Ws" of a press release
A press release informs the media about news of any kind -
ideally it should be edited as a journalistic message. A good
press release begins with one or two short sentences
answering all of the "W" questions (who, what, where, when
and why). They provide the media with the most important
information about your organisation, service or event.
While newswriting, you should follow the principle of the
inverted pyramid (see graphic below) by putting the most
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important information at the beginning of your text. So that, if
the journalist were only to read the lead of your press release,
he already would have the essence of your message.
The first sentences build the core of the text and are
supplemented with more facts and information in the following
Lead - 5 Ws
The "inverted news pyramid"
STRUCTURE OF A PRESS RELEASE
Formal criteria for press releases might differ slightly in
European countries. The general structure, though, is the same
everywhere. By respecting some simple rules you can increase
the chances of your press release being published!
"PRESS RELEASE": Thanks to this wording, the journalist will
know at first sight the nature of this text and be able to give it
the priority it deserves.
Contact information + logo: At the very beginning of the page,
you can list the organisation's name and title, telephone/fax
numbers, e-mail address of your organisation's spokesperson
(the person in charge of the project). It might be helpful to give
your home number since reporters often work on deadlines and
may need you after hours.
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Headline: It appears at the first line of the text and should give
the journalist a first idea of what the press release is about. A
striking headline can stimulate the journalist's interest and
stimulate to read further. Use a bold type to emphasise this line.
Dateline: This should contain the name of the city your press
release is issued from and the date you are mailing your
Lead: This is the first paragraph of the text with two to four
short introducing sentences, which answers the most important
questions of the reader (who, what, when, where, why). The
lead should sum up the following text.
Text: This is the main body of your press release where your
message should fully develop. Class it hierarchically, not
chronologically! Try to include the statement of a credible
person (do not forget to give his position and complete name).
"END": In some countries it is common to clearly indicate
where the press release ends. If you type "End" after the main
text, the journalist can be sure that he has received the entire
You can write your text with a 1 ½ -2 interline-space.
The press release should not exceed 1-2 pages (DIN
It is good to keep a wide margin at both sides of the
text, on which the journalist can note his comments.
The ideal length of a press release is (roughly) 1500
characters counting spaces and punctuation - this is an
international standard. This boils down to around 25
lines and 60 characters per line.
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DISPATCHING THE PRESS RELEASE
Time limit: send it a week before the event if there is no press
conference and a summarising press release 2-3 days after the
Transmission of releases: usually via fax or e-mail,
sometimes via post. If you choose electronic transmission for
the press release, send it as an unformatted ("only text") e-mail,
not as a pdf, word or similar format. When mailing to a group of
people, it is recommended to put the addresses in the blind
copy field (BCC:). The reasons: 1) you may not want the
recipients to see who else is getting the message and 2) some
persons don’t like their e-mail address being disseminated. The
names in the BCC-field do not appear in anyone’s e-mail except
Press photos can either be sent via e-mail as an attached file
or made available on a website (i.e. Display website) accessible
to the journalists. The ideal format is jpg with the maximum
quality and a resolution of ideally 300 dpi for a picture of the
size 10cm x 15cm.
In order to give you an idea of how such a press release
could look like, we have included one by the Display
municipality Milton Keynes on the following page.
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- PRESS RELEASE-
Wyvern First School takes the lead
Milton Keynes Council launches the energy-
efficiency campaign "Display"
Milton Keynes Council – 07/07/04
When it comes to environmentally friendly initiatives, Milton Keynes
continues to be at the forefront. Wyvern First School - Wolverton
has taken the lead to be the first municipal building in Europe to be
classified under a new environmental labelling scheme, core
element of the "Display Campaign".
Thanks to "Display" the school now knows its energy consumption,
carbon dioxide (CO2) emissions and water consumption and how to
further improve it to save the environment.
The classification scheme, coordinated by Energie-Cités is the first
European Commission backed campaign aimed at encouraging
local authorities to make public the energy and environmental
performances of their buildings.
A poster displaying the building’s energy classification will be
presented to the school on Wednesday 14th July 2004 at 10am.
The Council’s Energy Champion, Cllr Chris Williams said:
“Once again, Milton Keynes is at the forefront of innovation.
Wyvern First School is a prime example of what can be
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achieved with modern, environmentally friendly methods.
Energy efficient schools not only provide a better teaching and
learning atmosphere, they are also more cost efficient and help
to protect our environment. Milton Keynes will continue to
explore new and exciting ways of both enhancing our schools
and protecting the environment, for the future of our children".
The school was built in 1896 but has recently undergone
energy efficient refurbishment with the installation of a new
heating system and ceiling insulation which reduces its heating
Local authorities in Europe taking part in the Display campaign
must use, for the public buildings involved, an online tool that
enables them to calculate a building's energy, water and CO2
consumption and classify buildings, from A to G, according to a
similar scale for household electrical appliances. The tool can
also be used to compare, yearly performances of a building in
terms of energy consumption, CO2 emissions and water
consumption and to measure progress.
Delighted head teacher Steve Hopkinson said: “Given the age
of the building and its associated energy costs, I welcome this
initiative. The information provided will support the school’s
continuing focus on efficiency savings which can then be used
to improve further the quality of education for all our children.”
Wyvern School’s classification means that it is way ahead of the
impending EU directive that comes into effect from January 2006,
which requires member states to display the energy performance of
their public buildings.
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Wyvern First School is located at: Aylesbury Street,
Wolverton. MK12 5HU
Energie-Cités, is the Association of European local
authorities promoting local sustainable energy policy -
For more information on Display or download of
Craig Barton - Senior Media Relations Officer : Tel. W 01908
252009; H 01908 281410; M 07787344459
Collins Boakye-Agyemang - Marketing Communications
Officer: Tel. W 01908 252604
END of press release
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PLANNING A PRESS CONFERENCE
Is your current message to the media more extensive than
would fit on a press release of one or two pages? Or is
their something new you want to present to the journalists
on site? Have you planned the launch of the awareness-
raising campaign, the presentation of first successes or
other bigger news?
Yes? Then take advantage of this, invite representatives of
the appropriate media and present them your news!
Here are the keypoints of how to thoroughly organise a press
conference in the building concerned:
A written invitation should be dispatched in due time. 3 weeks
before, you can announce the event with an advance notice
and approximately a week before the press conference you
should send the final invitation. Write it in a way that the
journalist wants to attend the conference.
Structure of the invitation: Under the letter head should
appear the word "press invitation" and then, well legible, date,
location and hour as well as the subject of the conference.
Thereafter, the issue of the conference should be shortly
In order to make it easier for the journalist, add a reply form,
which he simply has to fill out and send back.
4 - PRESS RELATIONS 12
Municipality of xxx, Energy department + LOGO
Department: Environment/ Education/ Local news
Invitation to press conference
on the launch of the "Display" campaign in
the municipality of xxx
- Photo opportunity -
DATE: Tuesday, xxx
LOCATION: xxx primary school
TIME: xxx a.m.
EVENT: The energy manager of xxx municipality, Mr. xxx, will
be joined by staff and children from xxx School to launch the
energy-awareness campaign "Display" in the school of xxx. We
are pleased to invite you to a press conference dedicated to this
campaign and to results we are expecting.
The campaign aims at sensitising the school community for a
more energy-conscious behavior. With the commitment of all
building users, a reduction of energy cost of 10% could be
achieved by xxx.
For confirmation of participation and additional
information, please contact: [Insert name and e-mail address
of contact person]
Photos downloadable on: www.display-campaign.org
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LOCATION & EQUIPMENT
Choose a pleasant and impressive location which is also
appropriate for photos or video recordings. The speakers
should be easily seen by the journalists, tags with the names
could help identify each speaker.
If technical equipment (microphones etc.) is needed, it should
be organised and installed in due time.
The best time to appoint is in the morning, when the
participants' minds are still receptive between 10 a.m. and 2
p.m.. Except for Monday (usually editorial conferences
organised) and Saturday all appointment days are appropriate.
Make sure, though, that there are no other competing events at
the same time.
Please note: In the morning or for lunch, some journalists may
expect some catering.
COURSE OF EVENTS
Before the conference starts, hand out a press kit (you can
include one of the articles below) to every journalist. That gives
them the time to think up some questions and is a helpful basis
for their text editing.
The building manager (in schools: the headmaster) and maybe
even an employee (in schools: a pupil) could give a statement
about the campaign. Thereafter, give time for a round of
questioning. After the last question has been asked, thank the
media representatives for their coming and propose to be
available for further questions afterwards. Write an attendance
list that allows you to know which media have been present and
may report on your event.
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To those journalists not present at the conference, you should
send the press kit and an own press report summarising the
Ask the media which have covered your event for a specimen
copy (newspaper, magazine, videotape, audio cassette). This
may be useful for your campaign evaluation.
4 - PRESS RELATIONS 15
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for your press kit
4 - PRESS RELATIONS 17
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Energie-Cités - Sustainable energy
projects for Europe!
Besançon, January 2005
75% of our energy consumption occurs in cities and policy
choices in the energy field have a direct impact on the
quality of life of city dwellers. Thus, especially urban local
authorities play a crucial role in increasing energy
efficiency. Energie-Cités is supporting them in the adoption
of efficient policies for promoting sustainable energy in
Energie-Cités, the association of European local authorities
promoting a local sustainable energy policy, is aiming at
promoting the role and importance of local authorities’ actions in
sustainable development by launching and implementing clean
Based in Besançon (France) and represented in Brussels,
Freiburg and Krakow, Énergie-Cités provides expert advice to
municipalities, associations of local authorities, ministries,
European institutions and private partners and provides
assistance in defining energy strategies.
Energie-Cités gathers more than 100 official members from
more than 20 European countries and its various projects and
actions involve some 400 municipalities. The association
focuses especially on the European dimension of energy
consumption. It works closely with the different European
institutions, the Member States and other institutions such as
the International Energy Agency.
4 - PRESS RELATIONS 19
Energie-Cités promotes energy efficiency, renewable
energy and distributed generation with three primary
Strengthen the role of local authorities and improve
Represent their interests and influence decisions at
Encourage exchange of know-how and promote
action on the ground
The association addresses technological and non-technological
issues and is present in various areas such as buildings,
transport, environment and energy policy.
Gérard Magnin, Executive Director of Energie-Cités, explains
this multidisciplinary approach:
"We think that energy cannot be isolated from other urban
issues. It is closely related to a number of key aspects, in
particular social issues (such as poverty and social exclusion,
education, participation of citizens in decision-making, etc.) as
well as economic and technical issues."
That explains, why Energie-Cités' scope comprises activities on
both the political and the technical level. It considers them
closely related and complementary: Technical actions help to
make political projects feasible, whereas project implementation
always also requires political support and initiative.
Energie-Cités is working with municipalities and local energy
management agencies on both demand-side (in order to
encourage the efficient use of energy sources) and supply-side
(to develop renewable energy sources and distributed
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Energie-Cités exists since 15 years and has been a legal entity
(with statutes) since 1994. Its board is composed of 11
municipalities and the President is the Municipality of Odense
Some projects in which Energie-Cités is involved:
DISPLAY: The Municipal Buildings Climate Campaign
PENELOPE: Promoting energy efficiency to local
BISE: 1st Forum on "Intelligent Energy in the new
Member States and Candidate Countries"
RUSE: Redirecting Urban areas development towards
REST: Renewable Energies and Sustainable Tourism
SCHOOBIE-DO: School Buildings Integrated Energy
SMILE: Sustainable Mobility Initiatives for Local
In order to discover the examples of "good practice"
collected by Energie-Cités throughout Europe, or for
further information on sustainable local energy policies,
click on www.energie-cites.org
Logo of Energie-Cités:
4 - PRESS RELATIONS 21
Display - a campaign that brings European legislation
and local action together
Besançon, January 2005
In municipal buildings all over Europe, wasteful behaviour is squandering energy and
water. Two key points are often at the heart of this: lack of efficient energy management on
the municipality's side, and rampant energy consumption habits on the building users' side.
The European climate campaign Display is aiming to promote energy efficiency on both
sides - with an EU directive as its starting point.
Display is a campaign aimed at encouraging European towns and cities to publicly display the
energy, water and carbon performance of their buildings. The campaign is the first of its kind in
Europe and is coordinated by Energie-Cités and supported by the European Commission – DG
Environment. Launched in January 2003, the project shall run for the next decade. At present,
around 30 municipalities from 18 European countries are taking part in the campaign, though
efforts are being made to extend the number of participants to at least a hundred cities.
The EU Directive
Display is within the scope of the Directive on the Energy Performance of Buildings (adopted in
December 2002) which is to be integrated into the national legislation of all member states by
January 2006. This directive requires all member states to take measures to encourage, through a
consistent system of certification, the public display of information on the energy performance of
their buildings. The objective of Display is to anticipate the directive’s implementation and to
provide European municipalities with an opportunity to be one step ahead of this directive.
4 - PRESS RELATIONS 22
What exactly is Display?
Primarily, Display is an internet-based calculation tool which allows to evaluate the energy
performance of a building. Based on these results, a poster can be edited. This has been
elaborated and designed on the basis of the well-known EU energy label for household appliances.
Of course, the classification has been adapted to the energy performance of buildings. It features a
range of classes from A to G for:
overall primary energy consumption
the resulting emissions of greenhouse gases expressed in CO2 equivalents, and
The poster will be hung up in the buildings of the participating municipalities accessible to a broad
For the municipalities, the poster visualises their energy efficiency efforts and presents their
contributions in terms of planned or already realised technical solutions.
However, Display is not only a helpful tool for energy managers to assess the energy consumption
of municipal buildings but also and above all an information tool for the users. Citizens shall get to
know the building's performance in an easily understandable way, see the commitment of their
own municipality, and become aware of energy issues. In addition, by pointing out simple actions,
the Display poster enables and encourages users of the building to change their own energy
habits, reduce energy consumption and therefore improve the building's classification.
Of course, the poster will never stand alone. In every participating city it will be accompanied by
special awareness raising activities such as Display energy days, energy newsletters or similar
actions. The municipalities are free to choose the activity they consider suitable.
4 - PRESS RELATIONS 23
Benefits for participating municipalities:
Take practical and visible action to combat climate change
Raise awareness among the users and managers of municipal buildings
Encourage citizens to develop environmentally responsible behaviour by giving a lead
Carry out a data-based assessment of the local authority’s policy
Save money through the identification of poorly performing buildings
Simulate the impact of improvement measures
Exchange experiences with other local authorities
Benefit from targeted and well tailored communication aids and tools
Promote a positive and dynamic image of your authority
All in all, Display is a unique European product, which can be used in every part of Europe, wether
EU or non-EU country. By displaying energy consumption and emissions and communicating
these to the broad public the municipalities not only demonstrate their environmental responsibility.
They also make a great stride towards urban sustainable development.
For more information on the Campaign:
Peter Schilken, Project Coordinator, Energie-Cités, firstname.lastname@example.org,
4 - PRESS RELATIONS 24
Combining local action with community legislation implementation
The example of the “Display™” Campaign for the voluntary Display™
of municipal buildings’ energy consumption, water use and CO2 emissions
By Gérard Magnin and Peter Schilken, Energie-Cités
The relationship between European level institutions and local authorities is an issue that is often raised
and, in particular, the following questions are asked:
− Is the local level acquainted with Community legislative initiatives?
− Is Community legislation suitable for implementation at local level?
− Is it possible for widely separated institutional levels to co-operate effectively and provide
support to one another?
− Is the local level involved only at the very end of the process, when the whole legislative
procedure has already been completed, been transposed into national legislation and
− Is local action, because of national and cultural peculiarities involved, really compatible with
The public part of the Display™ Campaign launched by Energie-Cités was started in September 2004
and the initiative is set to develop over the next decade. Through this Campaign, we intend to provide
pragmatic answers to the above questions, as well as to a few others.
What is Display™?
The most visible part of Display™ is a poster, based on the now
well-known principle of energy labels for household electrical
appliances and which has been adapted for use on municipal
The poster is intended to be Display™ed in municipal buildings
that are open to the public and provides information on the
performance of the building in terms of primary energy use, water
consumption and CO2 emissions.
The poster may be produced using an on-line calculation tool that
municipal energy managers can use to enter data for their
The Display™ Campaign www.Display-campaign.org invites all
interested European municipalities to commit themselves to
Display™ing the performance of their buildings on a voluntary
The Display™ poster
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What is the link between Display™ and the “Buildings” Directive?
Article 7 of the Directive 2002/91/EC of 16th December 2002 on the energy performance of buildings
“Member States shall take measures to ensure that for buildings with a total useful floor area over 1,000
m2 occupied by public authorities and by institutions providing public services to a large number of
persons and therefore frequently visited by these persons an energy certificate, not older than 10
years, is placed in a prominent place clearly visible to the public.
The range of recommended and current indoor temperatures and, when appropriate, other relevant
climatic factors may also be clearly Display™ed.”
The energy certificate is a legal requirement and will have to be Display™ed to the public. Display™ is
not a certification scheme, but:
− its introduction, on a voluntary basis, will facilitate implementation of the certification process,
− it is more communicative than a single certificate, which may be perceived as being just another
administrative requirement to provide information to the public.
These features mean that the introduction of Display™ can be achieved independently from the
schedule set for enforcement of the legal requirements linked to the Directive.
How did the idea of Display™ come into being?
In its opinion (adopted on 9th October 2001) on the proposal for a Directive on the energy performance
of buildings [COM(2001) 226 final 2001/0098 (COD)], Energie-Cités insisted on “the necessity for those
in charge of public buildings to set an example by Display™ing their own energy performance” and
“However, we consider that to be fully effective, this last measure should be complemented by
additional measures aimed at facilitating control by the citizens:
- a comprehensive CO2 emissions and energy performance indicator (by analogy with the
classification for household appliances) to give the general public some idea of the performance
level of the building (including the part of the demand covered by renewables and cogeneration)
- an obligation to publish on the Internet the energy performance of public buildings belonging
to public authorities – Community institutions, Member States, local and regional authorities –
or privately owned or occupied buildings frequented by the public.”
Energie-Cités suggested that:
- “without waiting for the Directive to be
passed, municipalities start to Display™ the
energy performance of their buildings
frequented by the general public,
- the experience of our network be used by
the Commission to set up comprehensive
and meaningful indicators for the citizens.”
(the unabridged version of the opinion is available
Brainstorming session at a Conference
Energie-Cités submitted a project based on this to the European Commission (DG ENV) under the
“Community framework for co-operation to promote sustainable urban development”. DG ENV is
providing financial support for the project in its 30-month pilot phase.
4 - PRESS RELATIONS 26
Display™ helps accelerate the implementation of the “Buildings” Directive
The time required for a Directive to reach the implementation
phase, from the conception of the initiative to its coming into
effect is naturally quite long: preliminary consultation, proposal
from the Commission, discussions in Parliament and Council in
order to achieve a joint Position, transposition time, transposition
acts, implementation time after transposition… plus any possible
delays. The entire process may take up to ten years, or even
more in some cases.
Unlike many others, the legislative process for the “Buildings
Directive” has been relatively swift: the Commission made a
proposal in April 2001 and the Directive was published at the
OJEC on 4th January 2003. The Directive provides a three-year
timeframe (up to January 2006) for achieving transposition, but
Inge Van De Klundert (Utrecht), Member States will allow additional time for the implementation
presents the testimony of his pilot- of the measures in their respective countries. The whole process
city in Martigny (CH), 23rd April 2004 may take three years, if not more, before all the provisions come
If we add the two-year period that preceded the Commission’s proposal, we realise how much time it
takes for a Directive to reach the implementation phase: between one fifth and one quarter of an
average working lifetime! This extended “top down” process can be accelerated by means of
parallel and complementary actions, which are closely linked to the legislation itself and which get
the end participants involved by offering them the option of implementing the provisions of the Directive
on a voluntary basis, well before it is transposed into national law, and using a “bottom up” approach.
This is precisely the objective of “Display™”, since the idea is to encourage municipalities to
Display™ their consumption and emission performance on a voluntary basis, for its own sake and
because they are an example to the general public and to local players. In this way, they facilitate the
implementation of national transposition acts in all EU countries, once these have been adopted.
Display™ improves quality of implementation of the “Buildings” Directive
As far as demand-side energy is concerned, the
success of a Directive will depend whether there is
a positive reaction from end consumers and from
people involved in the building trade: hundreds of
millions of Europeans are involved in this way. It is
therefore up to each of us as to whether or not legal
requirements are put into practice. As for how
success is actually to be measured, for some a
compulsory administrative certificate (as provided for
in the Directive) may be enough, but for others only a
process aimed at producing effective
improvements in energy efficiency of buildings
(which is, after all, the spirit of the Directive) will be a Jeremy Draper (Milton Keynes) at the Energy
sign of success. Managers’ Conference in Stuttgart, 1-2 July 2004
There is therefore always a risk that the quality of the implementation process may be lower
than anticipated, especially when local players, who are to take action in fine, have been excluded
from the process or contest the objectives or details of the Directive.
4 - PRESS RELATIONS 27
Because it aims to implement one of the provisions of the Directive in a scientific yet pragmatic way and
because it encourages further improvements through appropriate communication, Display™ improves
the quality of the Directive implementation process. Display™ may also be used by law-makers as a
source of inspiration, since details of the implementation will have been tested even before any
regulations have been passed.
Display™ prepares the implementation of the European Commission’s thematic
strategy on the urban environment
In its “Sustainable construction” section, the Commission’s proposal published in 2004 aims to:
- "develop a common methodology for evaluating the overall sustainability of buildings and the
built environment, including life-cycle cost indicators"… then "further non-energy-related
environmental performance requirements to complement Directive 2002/91 on the energy
performance of buildings", including for "the renovation of smaller buildings and general
incentives for energy efficiency."
- "the Commission will develop the environmental labelling of construction materials (EPDs
and/or EU eco-label)".
By measuring CO2 emissions and water use in addition to energy consumption, the Display™
Campaign is in keeping with the above objective and provides the European Commission with an
opportunity to accelerate the process of implementation of its proposals at the local level.
Display™ aims to make energy and climate issues comprehensible to non-
One of the main reasons why attempts at improving energy efficiency have failed so far lies in the
inability of energy specialists to communicate with the rest of the community.
Energy and climate jargon is often considered to be incomprehensible by non specialists: MWh,
Gigajoules, tonne-CO2 equivalent and other units mean nothing to most people. However, improving
energy efficiency involves taking decisions that must be understandable to people who are not
energy specialists and this accounts for 99% of the population – the general public, elected
representatives, building companies, SME managers, housing estate managers, etc.
Following the example of the energy labelling system
for household appliances, Display™ is an attempt to
get out of this dead end by initiating a dialogue with
the general public and by encouraging them to take
Amongst the possible accompanying measures, one is
worth a mention: the idea is to launch a Campaign
that is specifically aimed at poorly performing
buildings (cat. F & G). By analogy with campaigns for
losing weight, such as “Weight Watchers”, we
Don Lack presents the implementation of contemplate launching a “Municipal Energy
Display™ in Leicester, a pilot-city Watchers” Campaign aimed at providing
improvement advice using simple and pleasant
Energy is a “positive” term that is synonymous with movement and pleasure. Attempts at saving energy
may be perceived as a deprivation of pleasure, a frustration or even a retreat. Being able to associate
energy saving measures with some form of pleasure by taking action has become a priority if we
want to get the whole population involved, rather than only the most highly motivated. Although
frequently mentioned, the changes in behaviour that are required are based on this pre-requisite: a
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future with less energy and fewer emissions must not be associated with a gloomy future. This
challenge is even greater in countries who have only recently overcome supply shortage problems.
Display™ encourages the population to take action
Display™ is a dialogue and communication tool
intended for the general public. The Display™ poster is
in fact an interface between the municipality and the
population. The poster:
− introduces a new component into municipal
− contributes to dissemination of the labelling system
into new areas,
− gives a clear signal that the municipality takes
energy issues seriously,
− prepares the ground for further initiatives aimed at
the general public, At Milton Keynes, Display™ is already in use at
− can be used in schools (first target), which represent the Wyvern school
an important proportion of the municipal building
− provides citizens and NGOs with a basis for
approaching their municipalities if these are not
using this system yet.
In addition to the accompanying measures which are promoted by the Display™ Campaign, Energie-
Cités will propose to municipalities that they take part in a communication and promotion contest.
The idea is to promote the communication and promotion initiatives that municipalities have set up to
raise the level of interest amongst their citizens. This is based on the assumption that the vast majority
of them are living in a building whose energy efficiency can certainly be improved.
Display™ promotes the idea of an energy certification system in the housing sector. It also
encourages and facilitates the effective implementation of this, and not only in public buildings.
Display™ promotes the municipality’s in-house initiatives
Display™ is a calculation tool…
Display™ provides a tool for calculating:
− the amount of primary energy used,
− corresponding CO2 emissions,
− energy/water consumption and CO2 emissions ratios,
− the corresponding performance class (from A to G).
Calculations are made automatically using the data that have been entered on-line by the energy
manager and integrate into this the primary energy structure for the country involved, since this
information is already available in the software.
… a monitoring, simulation and benchmarking tool…
Since the system offers the option of entering several years of data for the same building, Display™ can
be used as a monitoring tool (although nothing can replace a proper energy management system
when it comes to monitoring a stock of municipal buildings).
Display™ can also be used to compare the energy performance of a building with the performance it
would have if improvement works were carried out. This simulation tool is of interest because it
provides a graphical demonstration of the impact of investment on the energy class (from A to G) the
building finds itself in.
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It is also possible to compare the energy performance of some buildings with the performance of other
buildings within the municipal stock or with those in other towns and cities. It is therefore an incentive
to achieve progress at one’s own pace, since the improvement margin is equal to the distance on the
scale between the class the building is in and “Class A”.
… and a tool for dialogue and communication with elected representatives.
Elected representatives are the expression of the local population and are very rarely energy
specialists. For this reason, municipal energy managers often need to design an internal marketing
strategy in order to sell the idea to elected representatives and convince them of the value of taking
decisions which will result in improvements. The Display™ poster can help energy managers deliver the
message, for instance by using the simulation tool.
The Display™ working procedure is truly “European”…
Display™ is the result of networking activities between
twenty municipalities from eighteen countries as
represented by their energy managers. Collectively, they
have created the product and all its various components,
under the co-ordination of Energie-Cités: poster,
calculation parameters, tests, promotion, etc. Of the
municipalities involved, some were more experienced than
others, some were from the North, whereas others were
from the South, the East or the West of Europe.
The pilot cities at the beginning of the project,
Krakow (PL), 4 April 2003
Five experts from five countries contributed their skills and experience to the network of municipal
specialists. The European Commission’s Environment and Energy & Transport Directorates-
General were constantly involved in the progress of this project, although the conclusions that were
drawn are not binding on them as is usually the case when they provide support for projects.
Display™ was conceived as a “European” product, and not as a collection of national products. It is
an excellent example of networking at European level that DG TREN can use in its Concerted Action
with Member States on how to implement the Directive.
… Display™ can therefore be used everywhere in Europe
From the start, the objective has always been to provide a product that could be used by all
European municipalities, regardless of its size, location and level of performance. Knowledge of
consumption and surface area data are all that are required to join the Display™ Campaign.
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All European countries, whether they be
Members of the European Union, candidate
countries or otherwise, are eligible to join
the Campaign. The information package, as
well as the Internet interface, are already
available in eight languages (July 2004) and
should soon be available in at least 12
languages. It is indeed essential to work and
communicate in the languages of the countries
Display™ is an ideal tool for those local and
regional energy management agencies who
wish to develop initiatives in municipalities or at Peter Schilken (Energie-Cités) awarding the
a regional scale. “encouragement flower” to each of the pilot cities, Krakow,
The Campaign has a target of promoting the
use of Display™ in more than 1,000 European
municipalities by 2007.
Conclusion: Bridging the gap between Europe and its citizens
At a time when the debate on the relationship between “Europe” and its citizens has very much
become a topical issue in all European countries, it is vital to develop a series of initiatives that bring
players from different levels together around common objectives that are shared by all. What is at stake
is the future of Europe.
Display™ demonstrates that this is possible, and will provide further evidence of this when more than a
thousand municipalities have joined the Campaign. How might this be achieved? It is thanks,
essentially, to the networking approach, which provides a new way of thinking, producing, proposing,
building and implementing ideas which is at the same time both political and practical, European and
The experience acquired by Energie-Cités over the last fifteen years has been used to serve this
ambition through a practical project. Compared with what remains to be done in building a sustainable
energy society, it is nothing, or almost nothing. One tentative attempt among many others.
But let’s just imagine what would be possible – in all areas – if European and national institutions made
better use of the strength of networks of players and gave them more encouragement to play their
Energie-Cités - Secretariat Energie-Cités - Brussels Office
2, chemin de Palente 157, Avenue Brugmann
F–25000 Besançon B–1190 Bruxelles
Tel: +33 (0)3 81 65 36 81 Tel: +32 2 544 09 21
Fax: +33 (0)3 81 50 73 51 Fax: +32 2 544 15 81
E-mail: email@example.com E-mail: firstname.lastname@example.org
version 5 août 2004
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