SUSTAINABLE LIFESTYLE – EXPERIENCES OF IMPLEMENTATION CHRISTINE EFFENDY DR. EDZARD RUEHE

GREEN CONSUMER DEMAND / GREEN LIFESTYLE

BUY USE DISPOSE

• Target Group YUMIF

• Direct implementation in households and daily life

• Approach in accordance to local culture

• Campaign through media

• Journalist training

The Concept

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

CAMPAIGN ROLL-OUT: How the Campaign was brought to the public

Yogyakarta, Wave of Community

Thematic Workshop & Competition Komunitas Foto dan Blogger • Photography Workshop & Competition (hunting on

location) • Blogging Workshop & Competition Total participants: more than 1000

Photo Rally Climate Pic 2013 & 2015

377 participants

Komunitas Kreatif dan Seni Lomba Desain Iklan Tema Hidup Hijau Total karya peserta: 25

CLIMATE PIC 2

SRIKANDI HIJAU Endorser: GKR Pembayun dan GKR Condrokirono

Peserta: 160

Green Consumption

SURABAYA

Campaign Roll-Out: How the Campaign was

brought to the public

Surabaya, From Learning To Living

Green consumer demand in schools and households

230 schools, 100 finalists

660 families, 200 finalists

From Learning To Living (SBY)

Implementation

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

Kemah Hijau (Green Camp)

Training for Government Officials on SCP Campaign

• 57 officials were trained

CLIMATE PIC 2

JOURNALIST CAPACITY BUILDING Jakarta, Surabaya, Yogyakarta

In cooperation with Aliansi Jurnalis Independen (AJI)

166 Editors and Journalists

Journalist Training

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

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

OUTCOME LEVEL: Did people change their behavior as a

result of the campaign?

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

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)

Outreach

Direct contact: 2.700 persons / families

Indirect contact (radio etc., estimation): 800.000

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

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

Thank you