Communication possesses the exceptional power to inform, enlighten, encourage, and challenge others to do what at times may seem impossible. Needless to say, this influential art plays a significant role in any sustainable plan. According to Genç (2017), it is essential for individuals to express themselves both externally and internally by utilizing proper communication modes to plan and develop sustainable strategies. As we all know and continue to experience, communication is a fundamental part of the sustainable development journey. Additionally, as information technology evolves contemporary audiences expect organizations to effectively communicate about sustainability nearly real time.
A good communication campaign case study is ADEME’s (French Environment and Energy Management Agency) communications campaign on climate change and energy conservation. ADEME provides government bodies, businesses, the general public, and local communities with advisement in issues pertaining to energy, environment, and sustainable development to assist putting in place new environmental approaches to tackle complex problems. Their communications campaign “sought to raise citizen awareness of the environmental cost of energy consumption (global warming) and the financial cost of individual over-consumption” (Futerra Sustainability Communications & UNEP, 2005). In 2004, ADEME started a three-year nationwide campaign “Energy savings. Hurry up, it’s getting warmer” which connected climate change and energy use (Futerra Sustainability Communications & UNEP, 2005). Joining forces with local and national level stakeholders this advertising campaign increased consciousness concerning activities contributing to negative climate change factors, ultimately promoting changes in behavior (Futerra Sustainability Communications & UNEP, 2005).
ADEME’s communications campaign simplistically encouraged individuals to take part in the fight against climate change (greenhouse gas emissions) by decreasing their consumption of energy. The campaign successfully raised consciousness among members of the public concerning the economic cost of over-consumption and environmental cost of energy use, catalyzing people to change their behavior to deliver energy savings (Futerra Sustainability Communications & UNEP, 2005). Reaching a significant percentage of the French public, the campaign in conjunction with forged partnership spawned more than 2,000 initiatives, as well as, strengthened the network of actors working with this issue. A survey indicated that more than 71 percent of respondents had viewed ADEME’s television ads and 55 percent of these individuals welcomed the information the ads presented on how to save energy. Additionally, 45 percent of the individuals who recalled the campaign stated they altered at least one of their habits to save energy.
ADEME’s communications campaign on climate change and energy conservation had a significant impact which stimulated the public to act. A big lesson learned that is beneficial to everyone is that a communications campaign aiming to achieve sustainability outcomes should provide the audience with a clear simple informational message that encourage them to act. Another lesson that can be drawn from ADEME’s communications campaign on climate change and energy conservation is the importance of forming partnerships with other concerned or interested parties.
References
Futerra Sustainability Communications & UNEP. (2005). Communicating sustainability: how to produce effective public campaigns. United Nations Environment Programme.
Genç, R. (2017). The Importance of Communication in Sustainability & Sustainable Strategies. Procedia Manufacturing, 8, 511-516.
Calvin Dalton's Blog 
Hi Calvin
Thanks for the really interesting blog, it’s great to hear of ADEME’s campaign and the impact it has had.
I like the way they have explicitly linked energy conservation not just with saving money on fuel bills but with climate change too. Previous campaigns focussing only on the money saving aspects of reducing energy use have been found to have little impact upon people’s long term attitudes towards climate change or their behaviours. The attitudes-behaviours gap (eg the problems of translating awareness into behaviour change) is well known and remains a significant stumbling block to efforts to tackle climate change. If campaigns focus only on the money saving aspect and fail to link it to the wider context of climate change, consumers don’t engage with the topic and any initial behaviour change is likely to be short lived and not translate into further sustainable lifestyle changes. That is why the ADEME’s campaign is so impressive. By explicitly linking the campaign to efforts to tackle climate change, rather than solely in saving money, it opens up debate around the wider issues and the need to act. This is perhaps why it has been so successful in getting people to change their behaviour- 45% is an amazing success rate.
The next challenge will be to sustain this for the long term and encourage further lifestyle changes.
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