The best policies are the policies that everyone loves. For energy policies to really take hold and be effective, everyone needs to embrace them. Everyone needs to be on board, wanting to because it makes sense, believing not doing it would be totally un-cool and very irresponsible. For example, we all agree that if an ambulance is in an emergency and needs to get through we all pull over, there is no right or wrong way to do it, we all just use common sense and pull over (unless we are listening to music). We do it because it makes sense and we would like people to do the same. My point is that government needs to develop energy policy with this type of thinking in mind. The U.S. government historically uses PSA’s (public service announcements) for pressing issues relating to public health, the environment, and the earliest form of PSA, that of war time government bonds which, through some web work for this post, I learned is credited with giving birth to advertising. Companies made note of how effective war time bond ads were and soon placed the very first product advertisements ever, that for baking powder, soap, and railroad travel in newspapers. Some people are familiar with Keep America Beautiful’s PSA featuring the crying Native American as he witnesses someone throwing fast food trash out their car window. Also, who could forget the “This is your brain on drugs” PSA in the 1980’s. If done tastefully, with honesty and truth, PSA’s and even public school age sustainability awareness courses have the potential to change the way young people use and think about energy. Hopefully it can serve as a catalyst for a generational shift in our approach to energy efficiency and sustainability. Most energy policies make sense, but most people don’t understand them. Even further they avoid changing until change is blatantly and overwhelmingly accepted.
My business idea is to develop a graphics and production company specializing in extremely effective, visually captivating service ads and commercials. We would contract famous and respected people from all genres and age groups explaining the need to take steps as a species to live smarter more sustainable lives. To piggyback an earlier discussion post of my own, where I mention using a “total transparency” method of publishing a product or service’s real cost after adjusting for negative and positive externalities could be used in PSA’s as well. These “energy facts” will expose energy wasteful products and hopefully reward companies that are considering their carbon footprint and striving towards sustainability.
References:
Goodwin, Bill. “PUBLIC SERVICE ADVERTISING.” PSA Bibliography. Web. 14 Sept. 2014. <http://www.psaresearch.com/bib9830.html>.
“Greening Schools – Resources – Sustainability – Integration into Teaching.” Greening Schools News. Illinois EPA and WMRC. Web. 14 Sept. 2014. http://www.greeningschools.org/resources/view_cat_teacher.cfm?id=113
“Keep America Beautiful.” Keep America Beautiful. Web. 14 Sept. 2014. <http://www.kab.org/site/PageServer?pagename=index>.
“The Crying Indian – Full Commercial – Keep America Beautiful.” YouTube.com. Web. 14 Sept. 2014. <https://www.youtube.com/watch?v=j7OHG7tHrNM>.
Jonathan,
Your approach to the matter with use of PSAs is a technique that did not even pass through my mind while considering this assignment. That said, you have a valid and strong argument. I wonder if you have any ideas to prevent the PSAs from becoming lost in the mix. PSAs from wartime America were very effective because of the rarity of public television, and everyone would flock to the theatre for their news and updates. The anti-drug and alcohol campaigns of the 1980s and 1990s evolved just at a time where the household television was becoming a common item and baby-boomers had young children. Now, in this advanced technology market of televisions, gaming stations, laptops, personal tablets, and more, I am wondering if the message will sink into the background. For example, while watching the news yesterday, the Sara McLaughlin ad for the ASPCA came on and I almost immediately changed the channel to another news station. In a time where there are so many options and many want to avoid the painful truth, how many people do you think will be reached?
Again, I like your approach to this difficult problem. My focus surrounded energy investment firms in developing nations. You can find my post at http://engr312.dutton.psu.edu/2014/09/17/stama-efficiency-policies/
-Tip Stama
Hi Tip, you make very interesting points. Although people certainly are distracted, one thing they always focus on is their phone and Super Bowl commercials…
Additionally, a comment on your blog. I think your concept has major potential, but investing in the energy of other people’s countries makes me uncomfortable. American and British companies have been doing it with oil for years. I’d rather invest in house.
Greenwashing is one of the most dangerous thing companies can do, often times it backfire on the company which can result in a loss of investors and price of stock shares. If instead, energy and sustainability efficiency was taught in schools at least in a high school setting, people may adopt different behaviors and attitudes towards this topic. I agree that the public needs to be educated more and if TV seems to be the best way to influence people than why not. If they make the commercial meaningful enough then maybe people would at least learn or focus on the issue more
Link to my post:
http://engr312.dutton.psu.edu/2014/09/17/lesson-3-facciolla/
I think you have a great idea. I do not watch a lot of tv, but I haven’t heard anyone talk about a sustainability or energy efficiency commercial. The few commercials I have seen, GE for example, are just greenwashed public relations moves to improve corporate image. You could really educate millions and change their mindset by developing a sustained PSA drive. I believe your idea could be the 21st century’s ‘brain on drugs’ campaign that has the potential of being the tipping point for carbon reduction. I wish you best of luck and hope to see your ads soon!
Here is a link to my post: http://engr312.dutton.psu.edu/2014/09/14/mark-moore-efficiency-consulting-l3/