Energy Survival: entertainment as a resource for local energy actions

Panel: Panel 3: Local and regional activities

Authors:
Henk van Elburg, SenterNovem, The Netherlands
Catelijne van de Moosdijk, SenterNovem, The Netherlands

Abstract

In 2005, SenterNovem, the Dutch Broadcasting Corporation, a publishing company and a consortium of local authorities launched ‘Energy Survival’; a renewing energy marketing strategy for children to create a demand for local energy actions. New elements are powerful branding and the use of cross media techniques through national TV, internet, local events and primary education. Through entertainment, Energy Survival influences children’s attitude towards energy consumption and its convincing relation with the environment. It aims at qualifying children to become ‘energy ambassadors’ in their own local environment: family, school and neighbourhood.

Energy Survival has become a well tested energy game-concept for children in whom public and private partners cooperate under one brand name and with a clear division of roles and interests. However, the backbone of the concept is the local approach: local actions in municipalities and in primary schools, supported by television and internet where children learn to deal with the upcoming energy challenges of the planet they will inherit. By providing an internet-based teaching method, especially primary schools will be an effective multiplier to reach children. Broadcasting the energy game on national TV on the one hand, and local events and preliminaries on the other hand, ensure opportunities for widespread ‘duplication’ of the concept, adapted to local policy priorities regarding sustainable energy because each municipality is permitted to choose its own themes.

Despite the fact that the project is still young and that the partners consider it as a ‘long term-investment’, the first independent monitoring results indicate that Energy Survival so far is quite successful. Ratings of the first TV-series show a national market share of 20 % in the age group 6-12 years and significantly more interaction between children and their parents on energy related issues. The website attracts thousands of visitors and already more than 300 primary schools applied for the digital teaching programme. Encouraged by these results, from 2007 the concept will be promoted at all primary schools in The Netherlands. The project partners also started negotiations with potential private partners in order to generate extra funding for a national programme.