: Choosing energy efficient bulbs and appliances was very unpopular due to the higher price-point of such items which was prohibitive for many households. CREDP-GIZ under a project funded by the European Union, the German Government, and OECS Commission needed to undertake the public awareness campaign on their energy labeling project: ECELP, to educate people on the long-term monetary value of saving energy, despite the initial higher cost. The countries involved in the project were Antigua and Barbuda, Dominica, Grenada, St. Kitts and Nevis, Saint Lucia, and St. Vincent and the Grenadines.
Go directly to the heart of the issue of the higher price point for energy efficient bulbs and appliances and ensure there was engagement of retailers, consumers and experts in the awareness campaign.
A catchy slogan “Energy Sense = Dollar Savings” that resonated with the public, especially when delivered by a popular Soca artist. This was accompanied by a multimedia Public Awareness Campaign that included everything from traditional digital and audio-visual media to stickers and signage at retailers of electronics. In addition, a 15-minute video feature was produced as well as a dissemination/media strategy in the OECS islands along with media monitoring. This arm of the overall project aided in the project’s goal of improving the quality of life of low-income groups within the OECS region through promoting empowered consumer behavior and retailer cooperation.