Improving understanding of green power

The IKM, the department of marketing and communications at Lucerne University of Applied Sciences and Arts, is working with Polarstern and other partners to gain new insights into how to raise awareness and understanding of electricity generated from renewable resources among private consumers.

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Renewable energy | Sketch of an idea from the script for the animated video. Illustration: Eva Rust

Since 2009 the IKM, the department of marketing and communications at Lucerne University of Applied Sciences and Arts, has been doing research into the intelligibility of power products generated from renewable resources. But until now the issue of how basic information on electricity products can be plausibly communicated to the relevant target audiences has remained unresolved. Polarstern communications agency is helping the IKM and its industry partners find answers to this question.

The current research project involves elaborating four strategies featuring elements of gamification and storytelling to make the message more easily understandable:

  1. Video
    The «save the world» strategy involves visually representing the impact on the planet of using conventional electricity versus green power.
  2. Testimonials
    At some point we all have to let go. The idea here is to tell stories to show how good things can come of waste.
  3. Challenge
    The «energy footprint» strategy involves enclosing messages with electricity bills and producing apps to help individuals reduce their consumption of electricity.
  4. Quiz
    The aim of this online quiz is to collect as many virtual solar panels as possible.

Polarstern is currently working with Lucerne University of Applied Sciences and Arts to implement the measures for these four strategies. The project will run until June 2017.

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