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|RP3021u1 Renovate or Rebuild Pilot Project||1.51 MB|
Research undertaken by the Cooperative Research Centre for Low Carbon Living (CRCLCL) has shown that current ‘top down’ education approaches aimed at changing consumer behaviours to adopt sustainable housing options (including concepts like net zero energy homes) have been largely ineffective.
This project builds on key findings of research conducted within the CRCLCL that communicating sustainability in a more mainstream way could significantly improve uptake of sustainable and energy efficient homes.
This project aims to validate the approach through a pilot lifestyle mass media program. The approach has two key objectives to explore the use of mainstream media to:
The project aimed to validate the viewer engagement, to support behaviour change, the use of an impact community and the potential for a commercially viable business model. To assess the approach against these criteria the project the pilot included: