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

Author

Listed:
  • Jane T. Bertrand
  • Patty Goldman
  • Natalia Zhivan
  • Yaw Agyeman
  • Erin Barber

Abstract

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.

Suggested Citation

  • Jane T. Bertrand & Patty Goldman & Natalia Zhivan & Yaw Agyeman & Erin Barber, 2011. "Evaluation of the “Lose Your Excuse†Public Service Advertising Campaign for Tweens to Save Energy," Evaluation Review, , vol. 35(5), pages 455-489, October.
    • Handle: RePEc:sae:evarev:v:35:y:2011:i:5:p:455-489
    DOI: 10.1177/0193841X11428489
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    References listed on IDEAS

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    1. Andrea Ichino & Fabrizia Mealli & Tommaso Nannicini, 2008. "From temporary help jobs to permanent employment: what can we learn from matching estimators and their sensitivity?," Journal of Applied Econometrics, John Wiley & Sons, Ltd., vol. 23(3), pages 305-327.
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    Cited by:

    1. Lempinen, Hanna, 2019. "“Barely surviving on a pile of gold”: Arguing for the case of peat energy in 2010s Finland," Energy Policy, Elsevier, vol. 128(C), pages 1-7.

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