State-wide campaign to create awareness of standby energy among consumers and retailers
In 2000 a campaign to address stand-by consumption of household appliances that make a up a significant share of household electricity consumption was started. The campaign was called Aus.Wirklich aus? (Off. Really off?) and was meant to be a pilot project for a larger, country-wide campaign. The campaign was based on a two-pronged strategy, based on mass media on the one hand and appliance retailers on the other hand. There was a mass media campaign, mainly in newspapers and radio spots, backed up by a cinema spot. More detailed information was available via the internet or through a brochure. The mass media campaign advised people to get in touch with their local retailer to find out more about how to reduce standby consumption. These were the second pillar of the campaign. Retailers should become aware of the increasing stand-by consumption and be able to advise their customers on this issue.
Using a mass media campaign for "energy saving" as a product was an innovative approach. The focus of the campaign was on the financial savings that could be achieved and psychological motives of consumers to be ‘in control’ of their consumption. A detailed evaluation of the campaign concluded that the campaign was relatively effective, both in terms of awareness and action.