Project: Home Energy Savings Program |
In an effort to transition its programming from ecological footprint to GHG reduction, The City of Calgary’s Environmental & Safety Management group worked with Amber to develop a new community outreach program targeting residential energy use. The business goals were three-fold: test community support for City leadership in climate change action, build partnerships, and engage citizens to make changes in their homes. The community-based social marketing program focused on education and behaviour changes, removing barriers to participation, developing social norms, and leveraging partnerships within the community, including Enmax Energy and Rona retail stores. Tactics included a deeply discounted home energy efficiency kit, face-to-face community conversations, home energy use tracking, and earned media. The results were overwhelmingly positive. Calgarians lined-up to purchase a kit on sale day and stores sold out by midday; 95 per cent of Calgarians reported that they felt informed about saving energy in a follow-up Omnibus survey; and 80 per cent of program partners reported their sponsorship was excellent value. (Image courtesy City of Calgary)
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