Advanced Search
MyIDEAS: Login to save this article or follow this journal

Evaluation of the “Lose Your Excuse†Public Service Advertising Campaign for Tweens to Save Energy

Contents:

Author Info

  • Jane T. Bertrand

    ()
    (Tulane School of Public Health and Tropical Medicine, New Orleans, LA, USA)

  • Patty Goldman

    (The Ad Council, New York, NY, USA)

  • Natalia Zhivan

    (Tulane University, New Orleans, LA, USA)

  • Yaw Agyeman

    (Lawrence Berkeley National Laboratory, Washington, DC, USA)

  • Erin Barber

    (C&R Research Chicago, IL, USA)

Registered author(s):

    Abstract

    This study evaluates the 2008–2009 “Lose your Excuse†public service advertising (PSA) campaign on energy efficiency targeting 8- to 12-year-olds, intended to increase knowledge, foster proactive attitudes, and change energy usage behaviors. Baseline and two follow-up surveys were conducted with online samples representative of the national population of households with kids with online access. Almost half (47%) of the tweens recognized at least one ad from the campaign. Ad recognition was positively associated with knowledge, proactive attitudes, and energy-saving behavior. Propensity score analysis confirmed a small but measurable and statistically significant effect on energy-saving behavior. The discussion section compares these results to public health campaigns in terms of ghost awareness, reach, and effect size.

    Download Info

    If you experience problems downloading a file, check if you have the proper application to view it first. In case of further problems read the IDEAS help page. Note that these files are not on the IDEAS site. Please be patient as the files may be large.
    File URL: http://erx.sagepub.com/content/35/5/455.abstract
    Download Restriction: no

    Bibliographic Info

    Article provided by in its journal Evaluation Review.

    Volume (Year): 35 (2011)
    Issue (Month): 5 (October)
    Pages: 455-489

    as in new window
    Handle: RePEc:sae:evarev:v:35:y:2011:i:5:p:455-489

    Contact details of provider:

    Related research

    Keywords: energy efficiency; media campaign; tween audience; ad recognition; PSAs; public service advertising effectiveness;

    References

    No references listed on IDEAS
    You can help add them by filling out this form.

    Citations

    Lists

    This item is not listed on Wikipedia, on a reading list or among the top items on IDEAS.

    Statistics

    Access and download statistics

    Corrections

    When requesting a correction, please mention this item's handle: RePEc:sae:evarev:v:35:y:2011:i:5:p:455-489. See general information about how to correct material in RePEc.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (SAGE Publications).

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If references are entirely missing, you can add them using this form.

    If the full references list an item that is present in RePEc, but the system did not link to it, you can help with this form.

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your profile, as there may be some citations waiting for confirmation.

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.