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Learning by having fun

Panel: Panel 6. Dynamics of consumption

Author:
Liv R. Lindseth, Norwegian Energy Efficiency Inc.

Abstract

Kykelikokos, a Saturday morning energy show for children, has been a great success in Norway. The combination of Energy Efficiency (EE) expertise and target group insight is an important success factor. The show uses a diversified message strategy to reach the various age segments on their own terms. The creators seek to increase the knowledge and awareness levels of future generations in regards to energy by presenting the topic in an interesting, informative and, above all, entertaining and fun way.

Research indicates that the use of humour, involvement and interactivity as important means of persuasion is truly effective – especially when targeted at children. Children learn about EE through entertaining features and participation in real-time activities. Feedback from children and parents indicates that the subject arouses interest and that children act as EE ambassadors in their own home. “Energy Efficiency” has through Kykelikokos become a word that is recognised as something positive and fun – which is unusual in the EE industry.

This paper includes an overview of the features of the TV show followed by a discussion based on the theoretical framework that supports the persuasive routes employed. Furthermore, the paper also describes the positive results of the programme and outlines various implications.

Others within the EE industry can use the experience and knowledge gained through Kykelikokos and the Energy Challenge to make humour, involvement and interactivity tools of their persuasion efforts targeted at children.

Paper

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