Evaluation of the â€œLose Your Excuseâ€ Public Service Advertising Campaign for Tweens to Save Energy
This study evaluates the 2008â€“2009 â€œLose your Excuseâ€ 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.
Volume (Year): 35 (2011)
Issue (Month): 5 (October)
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