Magazine article Management Today

Green Business Awards 2009: Carbon Management - Marketing Communications

Magazine article Management Today

Green Business Awards 2009: Carbon Management - Marketing Communications

Article excerpt

WINNER - BRITISH GAS NEW ENERGY

British Gas New Energy was launched in 2007 to supply the growing British market for low-carbon and energy-efficient products and services. It is part of Centrica, an energy utility with 27,500 staff, a turnover of over pounds 21bn (2008) and operations in 11 countries.

In 2008, British Gas launched 'Green Streets', a year-long experiment in which groups of households in eight streets in eight cities competed to save the most energy. The eight households in each street received an energy audit and pounds 30,000 to spend on domestic energy-saving equipment, backed by ongoing access to energy efficiency advice. By the end of the competition, the households had saved an average of 25% of their energy use and cut their CO2 emissions by 23%. A group of householders in Leeds emerged as champions, with a near-35% energy saving (see chart), and won pounds 50,000 for their local community.

Green Streets was a communications success at several levels. Many of the participating residents themselves reported having changed aspects of their behaviour. Most felt they would sustain these changes. Unexpectedly, the project also boosted community spirit and social cohesion.

The scheme proved a useful test-bed too for different techniques to encourage pro-environment behaviour change among households. Provision of hand-held electricity meters and of energy efficiency advisers both emerged as important factors. …

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