B. Awareness raising

Implementing awareness raising campaigns

An effective awareness raising campaign employs a variety of communication approaches and techniques to ensure that the central message is received and understood by a diverse audience.

Different tools can be used to implement an integrated awareness raising campaign, while their application depends on what is the desired effect in relation to a specific target group (i.e. informing, educating, motivating to an action, behavioural change, gathering response or looking for input):
  • media (i.e. TV, radio, press);
  • social media (i.e. Facebook, LinkedIn, Twitter, Instagram);
  • public events/consultation events;
  • press conferences;
  • presentations, lectures and workshops;
  • exhibitions and roadshows;
  • informational and promotional materials (i.e. brochures, posters, stickers, displays, boards, videos, giveaways);
  • competitions;
  • mailing and newsletters;
  • word of mouth.
Therefore, before choosing the right tool, the target group should be defined. All people are connected to the energy use; some indicative target groups are:
  • children;
  • students;
  • citizens;
  • households;
  • companies (e.g. offices, services, industries);
  • passengers (e.g. car users, cyclists);
  • elderly people;
  • public sector.

Useful resources: