Journal Articles

Evaluation of the “Lose Your Excuse” Public Service Advertising Campaign for Tweens to Save Energy

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This study evaluates the 2008–2009 “Lose your Excuse” 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.

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Detail Information

Series Title

Evaluation Review

Call Number

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Publisher

Thousand Oak : sage publisher., 2011

Collation

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Language

English

ISBN/ISSN

0193841X

Classification

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Content Type

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Media Type

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Carrier Type

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Edition

Vol. 35 no. 5, October 2011,pp. 455-489

Subject(s)

Media campaign
Public Service Advertising Campaign
Energy efficiency
Public service advertising effectiveness

Specific Detail Info

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Statement of Responsibility

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