Upload
raymond-hernandez
View
31
Download
4
Tags:
Embed Size (px)
DESCRIPTION
To stimulate community engagement , individual action , and culture of conservation by engaging volunteers to deliver one free compact fluorescent bulb (CFL) to every household in Canada. February 2006. Polling/research by: www.ekos.com Compiled by: Stuart Hickox, Campaign Director - PowerPoint PPT Presentation
Citation preview
To stimulate community engagement,
individual action, and culture of conservation by engaging volunteers to deliver
one free compact fluorescent bulb (CFL) to every household in Canada.
Polling/research by: www.ekos.comCompiled by:
Stuart Hickox, Campaign Directorwww.onechange.org
February 2006
Eight weeks. 25,000 lights.Launch date (Ottawa South):
October 29, 2005
By December 31, 2005: 24,900 bulbs distributed
Impact
25,000 CFL bulbs =1 MW of electricity saved1,562 tonnes of coal1,245 tonnes of greenhouse gas$1,245,000 in Hydro savings*
* Hydro savings over 5 years
Community engagement• 985 registered volunteers and community contacts• 1,300 e-mail contest entries• Work with community groups:
– Big Sisters– Canada25 Civic Engagement Roundtable– Canterbury Community Association– Carleton University Ravens Rugby– Child and Youth Friendly Ottawa– Cooperative Housing Association of Eastern Ontario– Eco Energy Choices Ottawa– Faith and The Common Good (Ottawa)– Habitat for Humanity– Heron Emergency Food Service– Hindu Festival of Light– Jim Watson’s Energy Conservation Fair– Somali Integration Community Centre– South-East Ottawa Centre for a Healthy Community
A Non-Partisan Initiative
Former Ottawa Centre MP Ed Broadbent
David McGuinty, Member of Parliament
(Ottawa South)
NDP Leader Jack Layton
Green Party Leader Jim Harris in Toronto
The Right Honourable Paul Martin
The Right Honourable Stephen Harper, Prime
Minister of Canada
Media Coverage
“Power of an idea” - National Post Editorial. November 4, 2005
“It’s easy to like Project Porchlight… Our advice to David (McGuinty) is to call brother Dalton to tell him about the value of a campaign for energy conservation.”
Coupon redemption
Coupons for one free bulb mailed to 48,000 Ottawa South households in December, 2005
By December 31, 2005:– 7300 coupons redeemed with
names and addresses– 15.2% redemption rate (2-3%)
redemption rate typical for unaddressed ad mail)
Independent Impact Analysis
“Your project is a smashing success.”- Paul Adams, Executive Director
Ekos Research Associates
– Contracted to develop a follow-up survey and undertake random public phone polling of Ottawa South residents to assess Porchlight’s impact.
– 2000 telephone interviews conducted. – Surveys period: January 4-6, 2006
Survey Results1. Familiarity with the Campaign
2. Receiving the Bulbs
3. Installing the Bulbs
4. Reason for Not Installing Bulbs
5. Coupon Redemption
6. Familiarity with Fluorescent Bulbs
7. Prior Installation of Fluorescent Bulbs
8. Reason for Installing Bulbs
9. Location of Bulbs
10. Cost-Effectiveness of Bulbs
11. Increasing Usage a Good Idea
12. Perceived Environmental Benefits
13. Likelihood of Future Use
14. Project Porchlight A Good Idea
Familiarity With the Campaign “Where did you hear of the campaign?”
** 78% of respondents had heard of Project Porchlight **
34%
6%
13%
29%
30%
0% 20% 40% 60% 80%
From the media
From coupon in the mailbox
Someone at the door
Family/friends/neighbours
(Open-ended question. Multiple responses accepted)
Have not heard about it
Installing the Bulbs “Have you or somebody else in your household installed the light bulb?”
35%
63%YesNo
Of those who had not installed the bulb, 80% said that they intended to.
Most were waiting for another bulb to burn out.
Prior Installation of CFL Bulbs“Prior to the campaign, had you
installed any compact fluorescent light bulbs in your home?”
“If not, what is the reason that you have not installed compact
fluorescent bulbs in your home?”
29%
35%
7%29%
Yes, six or moreYes, two to fiveYes, oneNo 9%
5%
9%
10%
13%
14%
14%
14%
17%
0% 20%
No need
May consider next time you buy
Too Expensive
n=111
Not sure of benefits
No time/haven’t thought about it
Don’t like the light quality
Bulbs don’t work in outlets
Unaware of their existence
DK/NR
Reason for Installing Bulbs “Why did you install compact fluorescent bulbs in your home?”
8%
14%
20%
44%
78%
0% 20% 40% 60% 80%
To save money
Concerned about the environment
Just to try them out
Longer life
To save energy
(Open-ended question. Multiple responses accepted)
Increasing Usage a Good Idea“In general, do you think it is a very good idea, a good idea, not a very good idea or a bad idea for people in Ontario to start using compact
fluorescent light bulbs more?”
8%
1%
1%
45%
44%
0% 20% 40% 60% 80% 100%
A very good idea
A good idea
Not a very good idea
DK/NRn=503
A bad idea
Campaign Will Increase Future CFL Use
“Would you say that as a result of Project Porchlight, you are more or less likely to use CFL bulbs in the future?
7%
4%
32%
23%
34%
0% 20% 40%
Much more likely
Somewhat more likely
Less likely
DK/NR
About the same
Message of Change Received“And how would you say your use of these light bulbs is likely to change?
Would you say that you are likely to…”
5%38%11%
31%7%
Change all the bulbsInstall when old bulbs burn outConsider next time you buy bulbsNo change: already use themInstall in certain locations
Porchlight Impact More Than Just Bulbs
Campaign stimulates culture of conservation, delivers message of individual change
Because of Project Porchlight:
11% will change all light bulbs in home
38% will replace with CFL when old ones burn out
31% will consider trying CFL next time buying
Project Porchlight: A Good Idea
5
4
2
1
5
3
42
42
46
50
0% 20% 40% 60% 80% 100%
DK/NR A bad idea Not a very good idea A good idea A very good idea
“So far, Project Porchlight has only given out compact fluorescent light bulbs and coupons to obtain them in your neighbourhood in Ottawa. Do you think it would be a good idea to do something similar in the rest of Ontario?”
“Do you think it was a good idea to give out compact fluorescent light bulbs and coupons to obtain them in your neighbourhood?”
Stuart HickoxExecutive DirectorOneChange.org 613.260.7362
Paul AdamsExecutive Director
For more information on Project Porchlight: