Regional workshop WEC-ADEME “Evaluation of Energy Efficiency Policies in the MENA Region” organised by ANME with the support of UNDP Tunis, 15-16 March 2010 Lebanese Center for Energy Conservation Communication Experience 2005-2010 By Rola Khazen Senior Marketing Advisor Energy & Environment Programme UNDP Lebanon
LCEC Marketing Objectives • To reinforce the national understanding of energy efficiency and its benefits to the Lebanese citizen and to the nation • To shift the Lebanese market into an energy efficient one Ultimately reduce CO2 emissions
LCEC Communication Objectives • Promote Energy Efficiency on a National level • Change the consumer behavior as to energy use for better energy management • Build synergies between private and public sectors to ensure partnership in promotional activities and events.
Communication achievements • 2.5 million dollars worth communication campaigns implemented free of charge through partnerships with advertising agencies and the media • 120,000 USD actual spending • 5 National campaigns corporate and tactical targeting the general public and specialized sectors • Campaign recall ranging between 72% and 75% • 85% of the Lebanese population willing to adopt energy saving measures
CFL Campaign • TV spot • Radio spot • Press ad • Billboards • Bus wraps