Our evaluation of the effectiveness of the Act on CO2 campaign looks at a series of measures including:
Response (e.g. website usage);
Campaign awareness, recognition and comprehension (assessed in regular research fieldwork dips); and
Claimed action and declared propensity to change behaviour (from research, as aforementioned).
Since the launch of the current 'Save money save energy' phase of the Act on CO2 campaign on
As of December 2008 awareness of the phrase 'Act on CO2' is 72 per cent. and 73 per cent. of respondents currently say they have taken actions or are planning to take actions to reduce their CO2 emissions as a result of the campaign. This compares favourably to 50 per cent. in summer 2007, when research was undertaken to evaluate the first television campaign.
Act on CO2 is currently ran as an England-only campaign. The Devolved Administrations ran their own bespoke communications approaches and therefore we do not actively pursue or measure its effectiveness within the devolved areas.