Queensland Climate Movement

This workshop considered the Queensland Water Commission’s recent Target 140 campaign as an exemplar of a social marketing approach to reducing consumption, in this case water. Participants distilled the lessons from the Target 140 campaign for a similar campaign in Queensland to reduce energy demand and consumption.

What features of the Target 140 Campaign were successful?

• Example of a community level campaign targeting the reduction in consumption
• Used a variety of media, including large scale and expensive advertising
• Offered freebies, but linked to the objectives of the campaign (shower timers)
• Conducted face-to-face meetings
• Provided feedback and accountability systems (metering and reports) to keep people aware of progress
• Turned wasteful consumption into a socially/morally unacceptable position

How can we do this with energy?

• Could consist of quarterly campaigns where we build on the water reduction to reducing: energy, transport, water, commodities.
• Provide people with the opportunities to re-think their lifestyles
• How do we engage with people who simply don’t want to know?
• Some scope for clever ideas - for instance, EPA has a “low carb diet” book in progress
• Gated communities and greenfield developments provide important opportunities
• Ensure that we maintain the face-to-face element
• Keep things present and visible, do things on streets and for neighbours
• Recognise that emergencies bring people together and create a sense of community (community of fate)
• Establish options which provide positive alternatives to the status quo: community-supported or co-operative food, freedom from the grid, pooling resources, SMARTer homes
• Provide opportunities for people to participate that are fun
• Make use of the power of arts: music, street theatre
• Recognise that people respond most to positive experiences
• Recognise that the awareness is there - we need to provide ways for people to incorporate sustainability into every decision

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