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Bedgrove Carbon Contest

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Bedgrove Carbon Contest Bedgrove Carbon Contest Community Carbon reduction through Behaviour Change at home Summary Launched with the backing of Aylesbury Town Council, Aylesbury Vale District Council and Bucks County Council, the Bedgrove Carbon Contest sought to engage local households in saving energy within their homes. The aim was to evaluate how households could be engaged to cut their Carbon footprints through behaviour change and increased awareness. The carbon contest infrastructure was developed and provided by local firm ZapCarbon, and featured use of a web-based system on which householders could monitor their own progress and see live league tables of how they were performing relative to others. Full help and support was provided by ZapCarbon. Recruitment took place in January 2011, focussing on schools and community groups. A total of 109 households across Bedgrove registered for the programme, with 36 from community groups and 73 from schools. The contest ran for 6 weeks and featured weekly energy-saving emails to all participants. Participants were encouraged to record their energy use via entering meter readings. Live league tables constantly showed who was in the lead in a number of categories. By the end of the contest, 67% of registrants were still entering meter readings, a figure which compares favourably with other contests run by ZapCarbon. A wide range of savings were achieved, often dependent on the drive of the team leader. Overall the contest saw the vast majority of households making a positive saving, with an average saving of 11.4% and 29% of households cutting their electricity use by more than 20%. Generally there was a good correlation between the degree of engagement and the amount of energy saved. Those who were encouraged to enter more meter readings tended to save more throughout the contest process. Projected Carbon savings from the contest are 25,650 kg CO2 / year. The two top teams (Bedgrove Infant & EcoDynamos) achieved savings levels of 570 kg CO2 / household per year. Together the projected annual savings from these two teams stands at 20,120 kg, and represent over three quarters (78%) of total savings achieved in the contest. Financially, these represent an average saving of £155 / year per household at a typical current electricity prices. Overall the contest demonstrated how a well-engaged team can save considerable amounts of Carbon over a relatively short timeframe. Additionally, the central message of the contest was captured by two BBC TV features, one at the start and the other at the end of the contest, providing wide publicity to the idea that householders can make a positive & rapid difference. 1. Background Greenhouse gases emissions from household energy use represent around a third of the nation’s output. As such they are similar in magnitude to those from transport. Whilst all local government bodies recognise the need to cut Carbon emissions in their regions, they have very few tools with which to engage and affect households directly. Broadly household Carbon can be cut by two main methods: - Structural changes - Behavioural changes Structural changes would include increasing the insulation level of a house (eg: loft insulation, wall insulation), while Behavioural changes rely on the occupants using energy differently through increased awareness or efficiency. However, demand for structural changes often follows from the enlightenment of behaviour change. The aim of this project was to engage with as many householders as possible from a wide cross-section of the population and encourage their increased energy awareness. This was achieved by turning energy-awareness into a Carbon-saving contest, in which households competed to see how much progress they could make in a 6 week period. This period is chosen as it short enough for the contest to remain exciting, yet sufficiently long for new habits to be developed and embedded. When partaking in the contest, households were first encouraged to “see energy” via entering readings from their electricity (and gas) meters. Once they could establish what their typical daily usage was, they were encouraged to reduce their usage by any means they could. To help in this, a series of weekly energy-saving emails were sent, each targeting a different part of the house. ZapCarbon have pioneered this Carbon contest approach and regularly see how large numbers of households achieve new-found energy-awareness, yet in a process that is self-led and even described as “fun”. 2. The Contest 2.1 Project Overview In late 2010, Aylesbury Vale District Council (AVDC), Aylesbury Town Council (ATC) & Buckinghamshire County Council (BCC) identified the Bedgrove ward of Aylesbury as a suitable region in which to operate a Carbon contest. Following an earlier pilot for AVDC staff, the aim of the contest was to reach out to real communities and examine the degree to which they could be engaged to save Carbon through behaviour change. ZapCarbon were commissioned to bring their experience of running similar contests, and provided their latest online system on which with which to run the contest. 2.2 Contest Recruitment and Publicity Two channels were used to recruit households to the contest, namely community groups and schools. Initial recruitment for community participants started before Christmas 2010, but schools recruitment could not begin until the beginning of the spring term. Schools: With a post-half-term launch date of 28th Feb 2011, the schools recruitment process started in mid-January. The schools agreeing to take part were: - Bedgrove Infant - Turnfurlong Junior - St.Edward’s Catholic primary Additionally, the following schools were interested, but could not field resource to manage the project on the timescales given: Bedgrove Junior, St.Joseph’s Catholic infant and Turnfurlong infant. ZapCarbon provided the relevant publicity and appropriate marketing materials for schools. Teachers within each school were contacted and given overviews of what the contest entailed and how they could partake. Key to contest’s success was to get pupils’ parents to sign up, so Letters to Parents were developed for distribution by schools (see Appendix) During the recruitment period the website launched to give the public further details of forth-coming contest. The number of registrants for each schools was as follows: School Number of registrants Bedgrove Infant 31 St. Edwards Catholic primary 10 Turnfurlong Junior 32 TOTAL 73 Community groups: Community groups were contacted by Daniel Parslow and team from ATC, through direct mail and email. A number of residents’ groups were contacted about the contest, with the Bedgrove Allotment group being particularly responsive to taking part. This resulted individuals putting their names forward to ATC, either as a participant or as potential community leader. Keen to recruit as many as possible, leaflets were dropped across an estimated 1700 households across the ward. In total, 25 people put their names forward as being potentially interested as a result of the above publicity, with responses from existing community groups being the most fruitful. ZapCarbon contacted these respondents by phone to explain & further encourage participation. Although 3 team leaders withdrew shortly before the launch (owing to bereavement, sickness, etc), a total of 6 community teams were formed, as follows: Team Number of registrants Aylesbury cycling campaign 6 Bedgrove Eco dynamos 15 Clinton Crescent & Warton Way 3 Reduced Carbon 6 Energy Stars 5 Church of Holy Spirit 1 TOTAL 36 Wider publicity During the early parts of the contest, additional publicity came from radio and TV coverage. Local station Mix 96 broadcast an interview with Daniel Parslow of ATC, encouraging participation. Also in early March, BBC Oxford filmed for half a day in Bedgrove and featured a family within the Bedgrove Eco Dynamos team, pictured in the photo. Anecdotal evidence indicated that many people saw broadcast and were excited by it. The Speakman family filming for BBC Oxford 3. Results 3.1 Engagement & Loyalty Whilst the first step of the contest was getting households to sign up, the challenge remained to see how many would engage fully and follow the programme. The main indicator of engagement was whether participants were entering meter readings into the system: if they were not, chances are they were having problems or not participating. In previous contests, ZapCarbon has seen a natural attrition take place after recruitment. Of those registering, typically between 50 – 70% remain loyal to the process and enter meter readings for the 6 week period. Within this contest, of the 109 households signing up, 73 were classed as engaged (ie: entering meter readings) by the end of the contest. This represents 67% of participants. Within this average, the differences between teams can be seen below. Team No of % of registrants still registrants engaged at end of contest Bedgrove Infant 31 77 % St. Edwards Catholic primary 10 10 % Turnfurlong Junior 32 50 % Aylesbury cycling campaign 6 83 % Bedgrove Eco dynamos 15 100 % Clinton Crescent & Warton Way 3 66% Reduced Carbon 6 100% Energy Stars 5 80% Church of Holy Spirit 1 0% TOTAL 73 67% The degree of loyalty is an indicator of the level of leadership within the team, with strong leaders motivating their members better to keep cutting energy at home. Overall, these figures represent a good average loyalty rate relative to other contests run by ZapCarbon. In terms of meter readings, a total of 1517 were entered by householders during the contest. This can be viewed as a weekly average of around 250 trips made by householders to their meters – an image which represents a good level of engagement. It was notable that the input rate increased over the contest, arguably as people became more familiar with the way in which monitoring energy use can help reduce it. 3.2 Web-traffic Monitoring of the website usage was an important tool in determining engagement and success of the programme.
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