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

Jane T. Bertrand, Patty Goldman, Natalia Zhivan, Yaw Agyeman and Erin Barber

Evaluation Review, 2011, vol. 35, issue 5, 455-489

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.

Keywords: energy efficiency; media campaign; tween audience; ad recognition; PSAs; public service advertising effectiveness (search for similar items in EconPapers)
Date: 2011
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Persistent link: https://EconPapers.repec.org/RePEc:sae:evarev:v:35:y:2011:i:5:p:455-489

DOI: 10.1177/0193841X11428489

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