To stimulate community engagement, individual action, and culture of conservation by engaging volunt

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• To stimulate community engagement, individual
  action, and culture of conservation by engaging
  volunteers to deliver one free compact
  fluorescent bulb (CFL) to every household in
  Canada.

February 2006
Polling/research by www.ekos.comCompiled by
Stuart Hickox, Campaign Director www.onechange.org
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Eight weeks. 25,000 lights.

• Launch date (Ottawa South)
• October 29, 2005
• By December 31, 2005 24,900 bulbs distributed

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Impact

• 25,000 CFL bulbs
• 1 MW of electricity saved
• 1,562 tonnes of coal
• 1,245 tonnes of greenhouse gas
• 1,245,000 in Hydro savings
• Hydro savings over 5 years

4
Community engagement

• 985 registered volunteers and community contacts
• 1,300 e-mail contest entries
• Work with community groups
• Big Sisters
• Canada25 Civic Engagement Roundtable
• Canterbury Community Association
• Carleton University Ravens Rugby
• Child and Youth Friendly Ottawa
• Cooperative Housing Association of Eastern
  Ontario
• Eco Energy Choices Ottawa
• Faith and The Common Good (Ottawa)
• Habitat for Humanity
• Heron Emergency Food Service
• Hindu Festival of Light
• Jim Watsons Energy Conservation Fair
• Somali Integration Community Centre
• South-East Ottawa Centre for a Healthy Community

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A Non-Partisan Initiative
NDP Leader Jack Layton
The Right Honourable Paul Martin
The Right Honourable Stephen Harper, Prime
Minister of Canada
Former Ottawa Centre MP Ed Broadbent
David McGuinty, Member of Parliament (Ottawa
South)
Green Party Leader Jim Harris in Toronto
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Media Coverage

• Power of an idea - National Post Editorial.
  November 4, 2005
• Its easy to like Project Porchlight Our
  advice to David (McGuinty) is to call brother
  Dalton to tell him about the value of a campaign
  for energy conservation.

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Coupon redemption

• Coupons for one free bulb mailed to 48,000 Ottawa
  South households in December, 2005

• By December 31, 2005
• 7300 coupons redeemed with names and addresses
• 15.2 redemption rate (2-3) redemption rate
  typical for unaddressed ad mail)

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Independent Impact Analysis

• Your project is a smashing success. - Paul
  Adams, Executive Director
• Ekos Research Associates
• Contracted to develop a follow-up survey and
  undertake random public phone polling of Ottawa
  South residents to assess Porchlights impact.
• 2000 telephone interviews conducted.
• Surveys period January 4-6, 2006

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Survey Results

• Familiarity with the Campaign
• Receiving the Bulbs
• Installing the Bulbs
• Reason for Not Installing Bulbs
• Coupon Redemption
• Familiarity with Fluorescent Bulbs
• Prior Installation of Fluorescent Bulbs

• Reason for Installing Bulbs
• Location of Bulbs
• Cost-Effectiveness of Bulbs
• Increasing Usage a Good Idea
• Perceived Environmental Benefits
• Likelihood of Future Use
• Project Porchlight A Good Idea

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Familiarity With the Campaign

• Where did you hear of the campaign?
• 78 of respondents had heard of Project
  Porchlight

From the media
30
From coupon in the mailbox
29
Someone at the door
13
Family/friends/neighbours
6
Have not heard about it
34
0
20
40
60
80
(Open-ended question. Multiple responses accepted)
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Installing the Bulbs

• Have you or somebody else in your household
  installed the light bulb?

Of those who had not installed the bulb, 80 said
that they intended to. Most were waiting for
another bulb to burn out.
35
63
Yes
No
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Prior Installation of CFL Bulbs
If not, what is the reason that you have not
installed compact fluorescent bulbs in your home?
Prior to the campaign, had you installed any
compact fluorescent light bulbs in your home?
Too Expensive
17
14
May consider next time you buy
35
No time/havent thought about it
14
No need
14
29
29
Not sure of benefits
13
7
Bulbs dont work in outlets
10
Dont like the light quality
9
Yes, six or more
Yes, two to five
5
Unaware of their existence
Yes, one
9
DK/NR
No
0
20
n111
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Reason for Installing Bulbs

• Why did you install compact fluorescent bulbs
  in your home?

To save energy
78
To save money
44
Concerned about the environment
20
Just to try them out
14
Longer life
8
0
20
40
60
80
(Open-ended question. Multiple responses accepted)
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Increasing Usage a Good Idea

• In general, do you think it is a very good idea,
  a good idea, not a very good idea or a bad idea
  for people in Ontario to start using compact
  fluorescent light bulbs more?

A very good idea
44
A good idea
45
Not a very good idea
1
A bad idea
1
DK/NR
8
n503
0
20
40
60
80
100
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Campaign Will Increase Future CFL Use

• Would you say that as a result of Project
  Porchlight, you are more or less likely to use
  CFL bulbs in the future?

Much more likely
34
23
Somewhat more likely
About the same
32
4
Less likely
7
DK/NR
0
20
40
16
Message of Change Received

• And how would you say your use of these light
  bulbs is likely to change? Would you say that you
  are likely to

11
38
Change all the bulbs
5
Install when old bulbs burn out
Consider next time you buy bulbs
7
No change already use them
31
Install in certain locations
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Porchlight Impact More Than Just Bulbs

• Campaign stimulates culture of conservation,
  delivers message of individual change
• Because of Project Porchlight11 will change
  all light bulbs in home
• 38 will replace with CFL when old ones burn out
• 31 will consider trying CFL next time buying

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Project Porchlight A Good Idea
Do you think it was a good idea to give out
compact fluorescent light bulbs and coupons to
obtain them in your neighbourhood?
4
1
3
42
50
So far, Project Porchlight has only given out
compact fluorescent light bulbs and coupons to
obtain them in your neighbourhood in Ottawa. Do
you think it would be a good idea to do something
similar in the rest of Ontario?
5
2
5
42
46
0
20
40
60
80
100
DK/NR
A bad idea
Not a very good idea
A good idea
A very good idea
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Stuart HickoxExecutive DirectorOneChange.org
613.260.7362Paul AdamsExecutive Director
For more information on Project Porchlight
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