Abstract
The study tested the effect of adding visualisations to a communication to engage householders with an energy efficiency programme. External wall insulation is an appropriate way of insulating homes, yet take-up is low. Householders may be unaware of the heat loss from uninsulated walls. In earlier research, seeing thermal images prompted the uptake of simple energy efficiency actions amongst householders. Thermal images were added to a standard letter to visualise heat transfer from a home before and after external wall insulation had been installed. A randomised controlled trial tested three types of letter (standard, standard plus thermal image showing problem, standard plus thermal images showing problem and solution) in 5483 UK households. The target outcome was the rate of telephone enquiries after exposure to the letters. Enquiry rates were low (1.6%) and did not differ between letter type. We discuss the null effect in relation to the target action (external wall insulation), the manner of presentation of the visuals (mass communication, letter through the door) and the ingredients of a persuasive intervention. Findings suggest that taking a key ingredient from an intervention and applying it in a different context may result in the loss of its impact.
Highlights
There was no significant relationship between the letter type seen by the householder and the number of enquiries about the scheme, χ2 = 4.94 (2), p = 0.075, Cramer’s V = 0.032
This study investigated whether adding thermal images to letters inviting householders to take up an offer to install solid wall insulation would lead to an increase in the number of enquiries about the scheme
The present large-scale randomised controlled trial with householders in Plymouth, UK showed no difference in enquiry rates for mass communication letters with and without thermal imaging visualisations
Summary
Energy efficiency is an environmentally significant behaviour [3] with a strong potential for communication and behaviour change programs to be used to reduce energy demand. Actions, such as insulating a home, are behaviours which feature high behavioural plasticity and high potential energy savings [4,5]. Taken together, this yields an opportunity for substantial reductions in energy use for modestly expensive or modestly coercive interventions.
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