Draftfcb Social Marketing – Desktop Study to Inform a National Baseline Survey and Social Marketing Campaign
Mthente Research and Consulting Services was commissioned by Draftfcb
on behalf of Eskom to conduct desktop research for the Energy Loss
Programme (ELP) Social Marketing Campaign. The main purpose of the
study was to identify other social marketing campaigns locally and
internationally that could help inform the development of a national
survey and social marketing campaign to curb the prevalence of
electricity theft in South Africa.
Draftfcb Social Marketing, a communications agency that has developed countless social marketing campaigns and interventions in South Africa, is one of Mthente’s repeat clients. For this particular study, they requested that Mthente’s research team write a report that would include the following components:
After an extensive desktop review, Mthente wrote up the following cases:
Throughout the research process, Mthente was guided by an attempt to identify ways that the social marketing campaigns addressed the need for behaviour change. After identifying the barriers, triggers and incentives from the perspective of the target audiences, Mthente looked at the methods that were used to motivate people to move towards a desired behaviour.
The aim of the ELP Campaign is to influence the voluntary behaviour of South Africans to reduce the number of illegal connections, to blow whistles on those who tamper with the system and to work with government, the criminal justice system, businesses and communities to create an energy efficient and sustainable South Africa.
Draftfcb Social Marketing, a communications agency that has developed countless social marketing campaigns and interventions in South Africa, is one of Mthente’s repeat clients. For this particular study, they requested that Mthente’s research team write a report that would include the following components:
- An overview of behaviour-change campaigns of three developed and three developing countries on non-technical energy loss prevention and/or related type of campaigns.
- An overview of three similar, out of category behaviour change campaigns in both developed and developing countries, for example with regard to water, general community sustainability, land reclamation and appropriation, land zoning and commercial vs. community land usage disputes.
- An overview of best practice in Africa and South Africa, including four case studies, in running similar campaigns.
- Success and failures, lessons learnt by the selected countries on these public awareness/marketing/communications campaigns.
- Recommendations for the ELP Social Marketing Campaign.
After an extensive desktop review, Mthente wrote up the following cases:
- The United Kingdom: The Energy Saving Trust
- The European Union: Sustainable Energy Europe 2005 – 2008
- Germany, Hannover: The Heissbär Campaign
- Brazil: The Electricity Governance Initiative and the Slum Electrification and Loss Reduction Programme
- India: Mumbai Consumer Awareness Campaign and the Promoting an Energy-efficient Public Sector Campaign
- Venezuela: Mission Energy Revolution and Electric Shantytown
- South Africa: The Arrive Alive Campaign
- London: The Good Going Initiative
- United States of America, Colorado: The Thornton Water Drive
- South Africa: The Green Living Campaign
- South Africa: The Save It! Energy Campaign
- Tanzania: The Tanzanian Traditional Energy Development and Environment Organisation
- South Africa: The Working for Water Initiative
Throughout the research process, Mthente was guided by an attempt to identify ways that the social marketing campaigns addressed the need for behaviour change. After identifying the barriers, triggers and incentives from the perspective of the target audiences, Mthente looked at the methods that were used to motivate people to move towards a desired behaviour.
The aim of the ELP Campaign is to influence the voluntary behaviour of South Africans to reduce the number of illegal connections, to blow whistles on those who tamper with the system and to work with government, the criminal justice system, businesses and communities to create an energy efficient and sustainable South Africa.