Social marketing pilots in Wales to reduce domestic energy use

Welsh Government
Start date:
January 2013
July 2013

Brook Lyndhurst were delighted to be commissioned by the Welsh Government to design social marketing behaviour change pilot projects. These have been developed and will eventually be tested to see whether they appear to be workable, affordable and cost-effective in terms of the likely domestic carbon savings.

Brook Lyndhurst’s proposed projects focus on the use of gas for space heating. In particular, they focus on the provision of targeted and tailored in-home advice to enable householders to maintain (or enhance) their levels of comfort, without any capital expenditure, whilst reducing the amount of gas they use for heating. This build on Brook Lyndhurst research for DECC which suggests that, rather than make major decisions to invest in new insulation measures, many households could save money (and reduce carbon emissions) simply by making a series of (minor) adjustments to their current practices (or habits). This therefore presented an ideal opportunity for a social marketing approach.

This work took place in four stages:

  • Phase 1 – Preliminary design: Application of what has been learned by DECC and ourselves to households in Wales. Identify possible target groups, behaviours, benefits, messengers and promotional devices.
  • Phase 2 – Testing and development: A period of testing and co-design with prospective beneficiaries - the intention being to involve them in both the design of the schemes and in the identification of the most promising-looking schemes.
  • Phase 3 – Viability assessment: Preparation of detailed reports to enable the viability of the remaining schemes to be assessed.
  • Phase 4 – Full project plans. (Two complete project and evaluation plans were designed)

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