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


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):


    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.

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    Bibliographic Info

    Article provided by in its journal Evaluation Review.

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

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    Handle: RePEc:sae:evarev:v:35:y:2011:i:5:p:455-489

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    Related research

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


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