Bridging the gap between research and public awareness

Translating research findings into clear, actionable insights can be challenging, especially when they involve technical or academic language. However, sharing these insights with a wider audience is crucial for driving real-world change.

In a previous project, Communication for Change (C4C) conducted research on Indonesian people's perceptions of energy efficiency when buying air conditioners (ACs). To ensure the findings reached beyond the echo chamber, we partnered with the Collaborative Labeling and Appliance Standards Program (CLASP) to turn the research into a practical campaign. This collaboration allowed us to transform the research into a targeted communication approach that raised awareness and influenced both consumer and seller behavior toward energy-efficient ACs.

Our research revealed a gap in public awareness of the energy efficiency label

The findings unveiled that most Indonesians were not familiar with the energy efficiency label (Label Tanda Hemat Energi/LTHE). LTHE is a label that indicates an energy-using product meets specific energy efficiency standards, marked with a star rating from 1 to 5 stars. Many were unaware that air conditioners with higher star ratings are more energy-efficient, which can lead to lower electricity bills over time. This lack of understanding presented a major barrier to promoting energy-efficient ACs. The solution was clear: we needed to raise awareness about the Energy Efficiency Label and its benefits in a way that resonated with consumers' priorities, namely, saving money on their electricity bills.

To address the gap, we crafted a message that resonates with consumer preferences

Based on our findings, C4C developed a strategy that would make the energy efficiency label both understandable and appealing to consumers. We simplified the message to something that could easily be communicated and remembered: "ACs with more stars on the label are more energy and cost efficient." We transformed the message into the hashtag #ACHematBanyakBintangnya (which means "AC with more stars are more efficient"), designed to encourage consumers to choose more energy-efficient air conditioners.

To ensure the message reached a broad audience, we launched an integrated and multi-touch strategy. Some of our strategies include:

1. Engaging Creative Materials: We designed posters, videos, and social media content that communicated the benefits of energy-efficient ACs. These were distributed both online and at points of sale.

2. Energy-Efficiency Buying Guide: We developed an interactive buying guide with a calculator to help consumers select the right energy-efficient AC based on their specific needs.

3. Seller Training and Support: We created training materials and hosted sessions for sellers, enabling them to confidently promote the energy efficiency label and lead customers toward better purchasing decisions.

Let us help you to turn research into action

This project demonstrates our ability to translate complex research into clear, actionable messaging that drives change. By making research more accessible and engaging, we help organizations take practical steps that lead to measurable results.