Introducing the City of Cape Town's electricity saving campaign by gyvwpsjkko


									Introducing the
             Town s
City of Cape Town’s electricity saving campaign

Sarah Ward
Head: Energy & Climate Change Branch
Environmental Resource Management Department
City of Cape Town
City Energy Efficiency Programmes Conference
Port Elizabeth
06 – 07 October 2010
Viral campaign

Why should cities be involved in
electricity saving campaigns

 Threat of load shedding - 2007/2008 load shedding cost the
 economy approx R50 billion (Nersa) –btw R50 and R70 /kWh

 Energy Efficiency Campaigns will cost cites a fraction of this

 Residential electricity consumption responsible for largest
       ti    f l t i it           ti     d for  k
 proportion of electricity consumption and f peak
Campaign based on key research

 Eskom DSM consumer research from past few years

 Stellenbosch Univ MBA survey into willingness to purchase green

 TNS Climate Change yearly survey 2005-8

 City’s consumer satisfaction survey 2009

            g questions in survey at HomeMakers Expo
 Smart Living q                 y                 p

 6 Focus groups in late 2009 – Mthente report

             t d in Draft
 Research quoted i D ft FCB strategy document e.g. HSRC,
 R      h                    t t     d      t      HSRC
 ESKOM etc
Research insights
 Most people understand the need to save but not aware
 how serious shortage is
 Already doing some things to save at home but not sure what the most
 effective methods are
 Info diversity/overload, not sure who to trust for advice
 Not happy with authorities, especially E k
 N th       ith th iti            i ll Eskom
 ‘Grudge purchase’
 Cost is #1 reason for saving, but other reasons too
 Every house is different. No single answer for all.
 In Cape Town low income groups consume only 7% of total electricity
 consumption, whereas the small group of high-end consumers account
 for 31% of consumption.
How to influence behaviour change: UCT Study
We     t to
W want t see if i C
               if, in Cape T
                           Town, we can get h
                                            t households t use l
                                                   h ld to           l t i it
                                                               less electricity
  of their own Free Will by referencing their consumption to Social Norms for
                                                                       Electricity Consumption.
      Two sorts of norms are
                                                       City             Eg. The average household in the
          investigated...                                               City consumed 100kwh last month
Descriptive Norms:
                                                                   Your household consumed 200 kwh
                                                                   in the past month.
                                                                   Your household consumed more/less
Previous research has shown that people will tend to               than the average.
alter their consumption towards a reported norm.
We report norms at two levels of aggregation.
                                                            level.      Eg. The average household in
                                                                        your neighbourhood consumed
and...                                                                  425 kwh last month

Injunctive norms

A smaller body of research has shown that
the use of an injunctive norm will encourage
                                                                ☺        If under consuming

those consuming less than average to
continue consuming less than average, while
still encouraging over consumers to Grant Smith (EPRU)
                                      reduce                               If over consuming
their consumption.
Target audience
Primary objective for City: consumption reduction

 Primary audience: households with geysers (LSM 5-10).
                                      , g
     Male & female household heads, aged 30-60
     Particular focus on a selection of energy constrained areas :
     Brackenfell, Seapoint; Lansdowne; Hout Bay. Separate
             for     i i
     meters f monitoring.
    Target those who care about saving R200+ a month & also
    wealthier groups who face larger bill increases.

 Other audiences & key channels: City & big business staff; call
 center staff at City, Elec & Eskom; media; broader City residents.

 [School students – City’s YES programme]
 Research & Strategy development – completed Jan 2010

 Campaign content & materials/channel development – by
 June 2010

 Implementation with outreach and media promotion from
 August for 3 years

      g                     y   p
Funding: DANIDA – Electricity Department – committed to
 3 year funding for now, possible staff allocation
Cape Town’s Electricity Saving Campaign

                g    p g                  g (not simply
 Social Marketing Campaign - behavior change (      py
 ‘awareness’) - maintained.

 Bi-line,‘Smart Living. Smart Saving. For All the Right Reasons’

 Maximise Partnerships: Media, Eskom, Retailers etc

 Direct to ‘market-place’ to find reliable services/products
Cape Town-specific home consumption
Middle to high income households.


                                                Co o king

The 8 key steps towards an electricity saving campaign
  1 Get top management approval and allocate resources to
    drive the process
  2 Conduct social marketing/ research. Understand
    consumption patterns – good data on hh consumption
  3   Set out the campaign concept and objectives

  4   Set measurable objectives as indicators of success

  5   Find a campaign method best suited for your audience

  6   Develop campaign’s Key Advice Content

  7                  frames and a budget
      Establish time f

  8    pp        p g     p
      Appoint campaign implementers
    Step 1

1   Get top management approval and allocate resources to drive the process

•   Obtain top management endorsement of the mid-high income behaviour

    approach to tackling residential efficiency

•   Ensure the process will involve all relevant departments – human and
    financial resources and other stakeholders/ partners

•   Appoint a campaign manager with marketing experience
  Step 2
2. Conduct a social marketing/ research exercise

      Appoint a social marketing company to conduct social research

      Social research must clarify:

           consumption patterns and behaviour of the target group

           existing trends relating to consumption amongst the target group

           barriers, incentives and triggers for the target group in terms of achieving
           the desired behaviour change

        Understand linkages – water saving = electricity saving

        Environmental concerns = electricity saving? Money saving = electricity
                                           y      g      y      g             y
  Step 3
3. Set out the campaign concept and objectives:

      Identify what it is the campaign aims to achieve

      Detail how these objectives will be achieved

      Specify in detail who the target audiences are
  Step 4
4. Set measurable objectives as indicators of success

      Detail        bl bj ti        f
      D t il measurable objectives of success. I
                                               Impact could b measured i a variety
                                                    t    ld be       d in     i t
      of ways: through direct reduction in consumption, through increases in
      awareness,                    technologies, etc.
      awareness sales of efficiency technologies etc

      The specific targets include:

      Informing 80% of the target audience about energy constraints and the collective need to
      save 10%

      Informing 80% of the target audience about benefits of saving

      Informing 80% of target audience about how best to save

      Creating an acceptance of saving imperatives to reduce consumption

      To get 80% of the target audience to reduce their electricity consumption

      (Measured by overall consumption reduction in that area)
  Step 5
5 Find a campaign method best suited for your audience

      Based on a detailed understanding of the target audience, identify the
      types of information channels to be used

      Detail support actions to be undertaken
                   (advice FAQ,              etc)
           Website (advice, FAQ testimonials etc).

           Media releases & maximum publicity

           Leaflets sent out with electricity/rates bills –fridge checklist

           Pre-paid: posters at 600 vendors, messages on tokens & online sources.

           Posters: offices public areas retail partners
                    offices,       areas,       partners.

           Call Centre: (limited) advice to incoming callers & SMS/email capacity

      The areas identified as ‘constrained’ areas will have intensive activities through in
      residents associations, community meetings, in shopping centers
  Step 6
6. Develop campaign’s Key Advice Content

      Identify specific interventions to be the focus of the campaign

      Ensure detailed technical information to support all campaign advice

          Based on thorough research and working with existing campaigns
          the City selected specific interventions to be the main campaign
          focus. = focus options for the target audience, making it easier for
          them to choose a behavior change starting point that will best work
          for them

          The select interventions compiled into a table that categorized the

          “T 10 Best Ways to Save Energy at Home” :
          “Top  B tW      t S     E       tH    ”
           ‘no cost’
            low cost’
           ‘low cost and
           ‘invest to save’
  Step 7
7. Establish time frames and a budget

      Map each stage of the campaign development and implementation

      Detail specific activities and related resources required in each phase

      Estimate time required for each activity and phase
Step 8

 8. Appoint campaign implementers

       Draw up requests for quotations – and appoint - for smaller pieces of

       campaign implementation development work (below R200 000);

       Put out a tender for – and appoint - a campaign marketing agency.
Key reference campaigns
Eskom DSM programmes (www eskomdsm co za)

NEEA’s ‘Save it’, addiction theme (

eThekwini ‘Switch Off, Unplug, Save’ (

Pick n Pay 2008 power save pledge for vouchers

WWF ‘Be the Hero’ & Earth Hour (

Brisbane ‘Smart City Green Heart’ programme and its

‘Smart Climate Home Service’ rebate

California’s Flex Your Power EE campaign:

UK 10:10 climate change campaign (

   g                      y
Virgin Active- What moves you? (
                               (       g                                       y )

City’s ‘Smart Living’ programme (
eThekwini Energy Office electricity saving campaign.
Budget: R4.7 m in 2008-9, and R2.7 m in 2009-10
10 best ways to save at home (overall)
• No cost
  behavior         • Turn the geyser temperature down to 55° C.
  change           • Use less hot water
                   • Switch off equipment when not in use.
                     Reduce pool pump operating h
                   • R d       l           ti hours
                   • Reduce excessive heating or cooling

• Low cost         • Install an efficient shower head.
  options,         • Insulate geyser and water pipes leading to it.
  investing        • Install efficient lighting
  under R1000

• Invest to save • Install a solar water heater
  options        • Insulate the ceiling
Best ways to save on water heating
• No cost            • Use less hot water. E.g. shower instead of bath, take
                       shorter showers. Only fill the kettle as much as needed.
  change               Turn th geyser t
                     • T    the       temperature d
                                             t    down t 55 d
                                                       to   degrees
                       (Celsius). Turn off the geyser when you go on holiday.

• Low cost           • Install an efficient shower head. A good product will
                       save both water and electricity without compromising your
  options,              h          i         d th      i         ll    b k th
                       shower experience, and the savings usually pays back the
  investing            investment within a few weeks or months.
  under R1000
                     • Insulate the geyser and water pipes leading to it, to
                       maximize heat retention. Particularly for older geysers.

• Invest to save • Install a solar water heater, which can save the most
                   of all. Typically saves about two thirds of water heating
                       cost. With rising electricity tariffs, and the new subsidies
                       from Eskom (see the payback
                       period is now no more than 5 years
City s
City’s key internal & external channels
 Electricity and rates billing systems
 City N
 Cit News – 8          tabloid insert with community papers. Q t l ?
               8-page t bl id i     t ith          it        Quarterly?
 Enviroworks newsletter – biannual 10,000 hard copy and 200 by
 E-communication – bulk emailer system under development
 Call Centre- limited capacity for calls, emails and SMS
          i ti
 Youth Environment and Schools (YES) Programme -1400 schools
 within the Cape Town metro area, also reaches trains and teachers.
 Most in lower-income areas and not in the target audience.
 Smart Living programme – corporate staff and handbook in
                 download. Smart
 hard/soft copy download ‘Smart’ resonates well with the target
 City’s internal staff communication: weekly electronic ‘e-nform’
 newsletters and bi-monthly printed Contact newsletter
Campaign channels

       ,      ,             , p , pp         ,          g          y g
Website, FAQ’s, Testimonials, Tips, Suppliers,

Rates bill insert X 400 000

Posters at 600 pre-paid vendours
P t      t           id    d

Presentations to residents in supply constrained areas (Bkf/Lands/SP/HB)

Demonstration booths at shopping centres

Messages on hold

Print (Community newspapers)

R di

PR TV (50:50 insert)

Viral e-mailers
Channel partners
Channel partners

  Website – www savingelectricity org za

  Media partnership crucial. Need Eng & Afrik.

  Partnership with Eskom- website/tool links, call center &
  j i t events
  joint     t

          partnerships with key corporates e.g. p
  Explore p
    p               p         y    p         g promotions
  through WW/ PnP, and staff campaigns with OM,
  Metropolitan & Sanlam/Santam.
  M t    lit     S l /S t

  Work with electrician/plumbers and retail suppliers e.g.
                        p                     pp        g
  Builder’s Warehouse pilot.
Ch    i
 Posters to
be l     d t
b placed at
Messages on hold
City s                    0860
City’s main Call Center: 0860- 103089
Electricity Dept fault reporting call center
If you sing in the shower, choose shorter songs. Start saving electricity by taking
shorter showers. Water heating comprises between one-third and one-half of your
monthly electricity account. The more hot water you use, the more it costs, so use
less and save. For help in taking action, visit

With the cost of electricity higher from 1 July 2010, the City has researched what
simple actions residents can take to save electricity. You can save up to 50% or
more of your home’s electricity cost by following some practical tips. For help in
taking action, visit

The City calls on all Capetonians to take action to save electricity. Everyone can
take one or two steps to reduce the electricity they use, and many cost saving
    p                  g         p,       y         p
steps don’t cost a thing. To help, the City has compiled a convenient checklist of
tried and tested steps backed up by sound research, so residents will not only feel
good about taking these steps, they’ll feel the savings too – and fast. For help in
taking action, visit
Campaign identity
Campaign identity
Campaign identity
Campaign identity
Extension of campaign identity

Water conservation    Biodiversity conservation
MV:   These are two showerheads
SFX: Showerhead on and off
SFX: Showerhead on and off
MV: One of them is an ordinary showerhead that delivers roughly 25 litres of hot water a
minute. The other is a Low-Flow showerhead that spouts 9 litres a minute leaving more
hot water in the geyser so you won’t waste electricity heating up cold water. Which one
gives the better shower?
SFX: Showerhead on and off
SFX: Showerhead on and off
MV:    Listen closely.
       Li      l   l
SFX: Showerhead on and off
SFX: Showerhead on and off
MV:   Wasted electricity is something we can all do without. By following a few simple
      tips you’ll be able to cut down on the electricity you consume unnecessarily, save
      money and help the environment too. Visit for more.
Cost of
hot water
              for Commercial Buildings
              f C        i l B ildi

• Bi-annual get together with high level input
                       p      ,    p      ,
• Hosted Forum on 14 September, 7 speakers, 110 attendees
• Marketplace in December - energy efficiency goods/ services
Industrial EE Forum?

Savings club for biggest users?
(German model) – audits, targets,

                         g      g
Incentives such as trading savings...
Requires legislation PCP???
 Monitoring and Evaluation/ UCT ERC
          Funded by Eskom

M&V on supply constrained areas with
          control areas
          metering by area,
                 g y      ,
     based on Power Alert M&V
Monitoring and Evaluation/ UCT ERC
         Funded by Eskom
          dipstick surveys
Thank you

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