Information and education campaigns: how to tailor to context?
Information and education are based on information provision through different communication channels, such as the mass media and schools, but also local events and peer-to-peer networks. Information and education campaigns are instruments that can provide a partial solution to the following problems:
- lack of knowledge about energy and energy saving
- need to influence values, attitudes and norms.
Campaigns can raise awareness of energy efficiency investement possibilities, but usually focus on raising awareness of everyday routines and habits in energy use.
General information and education campaigns rarely have a direct influence on behaviour or energy savings alone. However, they can raise awareness of particular topics and support other measures:
- When the message and the behavioural change are simple, fun and easy to realise.
- When repeated over time via different communication channels in different settings.
- When mass media are complemented with interpersonal channels and using well known figures as spokesperson.
- When the information source, goals, your target group's needs, the design and content of the message and the communication channels form a mutually reinforcing programme.
► avoid sense of helplessness caused by information overload
► message should be consistent and accurate
► the tone should be positive and link to desires and aspirations
► the length of the campaign should fit the aims
► style and language should be adapted to the target group
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