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SUSTAINABLE LIFESTYLE – EXPERIENCES OF IMPLEMENTATION CHRISTINE EFFENDY DR. EDZARD RUEHE
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GREEN CONSUMER DEMAND / GREEN LIFESTYLE
BUY USE DISPOSE
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• Target Group YUMIF
• Direct implementation in households and daily life
• Approach in accordance to local culture
• Campaign through media
• Journalist training
The Concept
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Target of the campaign was actual behavior change in the regions of Surabaya and Jogjakarta
Knowledge & Awareness
Motivation & Ability
Actual Change
I know, but…
I will do
I really do
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CAMPAIGN ROLL-OUT: How the Campaign was brought to the public
Yogyakarta, Wave of Community
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Thematic Workshop & Competition Komunitas Foto dan Blogger • Photography Workshop & Competition (hunting on
location) • Blogging Workshop & Competition Total participants: more than 1000
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Photo Rally Climate Pic 2013 & 2015
377 participants
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Komunitas Kreatif dan Seni Lomba Desain Iklan Tema Hidup Hijau Total karya peserta: 25
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CLIMATE PIC 2
SRIKANDI HIJAU Endorser: GKR Pembayun dan GKR Condrokirono
Peserta: 160
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Green Consumption
SURABAYA
Campaign Roll-Out: How the Campaign was
brought to the public
Surabaya, From Learning To Living
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Green consumer demand in schools and households
230 schools, 100 finalists
660 families, 200 finalists
From Learning To Living (SBY)
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Implementation
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Results
91 families were monitored for implementation
• Mostly implemented: Bag reused, Water bottle, separated waste, LED lamp
• More than 10,000 kWh were saved
• About 8,000 kg CO2 not emitted
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Kemah Hijau (Green Camp)
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Training for Government Officials on SCP Campaign
• 57 officials were trained
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CLIMATE PIC 2
JOURNALIST CAPACITY BUILDING Jakarta, Surabaya, Yogyakarta
In cooperation with Aliansi Jurnalis Independen (AJI)
166 Editors and Journalists
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Journalist Training
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Media Coverage
Femina, Dec 2014, 4 pages Written by Naomi Jayalaksana
Number of articles directly referring to SCP Campaign: Printing: 65 Online: 377 Radio: 55 TV: 19
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Media Campaign
• TV Live Talkshow • TV Program “Mas Blangkon
& Tejo” • Radio Talkshow • TV Commercial • Radio Insert tips & spot • Comic • Klinik Hijau (Q & A) • Display Ad • Advertorial
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OUTCOME LEVEL: Did people change their behavior as a
result of the campaign?
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0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%
shopping bag
AC
Bulbs
Bulk packs
organic / local food
non-chlorine cleaning agents
warm-up habits
transport
waste facilities
biopori / infiltration
house composting
Jogjakarta
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Each participant is a multiplier – but to what extend?
Did you already convince others?
1
2
3
4
5
Surabaya Jogjakarta
Done in special situations
Do not know how to
Not interested
Am doing it permanently
Am doing it organized (NGO)
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Outreach
Direct contact: 2.700 persons / families
Indirect contact (radio etc., estimation): 800.000
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Websites
• Sustainable Consumption Website YLKI (www.konsumsihijau.net)
• Green City website Yogyakarta
• (www.scp-indonesia.org/yogyakarta)
• Eco City website Surabaya
(www.scp-indonesia.org/surabaya)
• Website Konsumen Hijau Indonesia
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CONCLUSION
• Keep it simple
• Multi-channel approach
• Great success in implementation
• Cooperate with local governments for dissemination of programs
• Use NGOs and other partners for implementation
• Include the media
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Thank you