The Victoria State Government in Australia has launched a campaign featuring black balloons to remind consumers of energy of their capacity to reduce greenhouse gas emissions. The TV Ad features helium-filled black balloons emerging from a clothes dryer, filter coffee maker, central heating vent, television, lamp, electric fan, fridge/freezer, and air conditioner. Finally the balloons escape through to the outside, flying up into the sky.
The voicover: “Each one of these balloons represents 50 grams of greenhouse gas. You can’t see it but you produce greenhouse gas every time you use energy. The average home creates two hundred thousand balloons every year, all adding to climate change. To save energy, money and reduce your impact on climate change use your power wisely.” The super: “You have the power. 1300 363 744 sustainability.vic.gov.au”
The Black Balloons ad is an intiative of Sustainability Victoria. Sustainability Victoria was formed in October 2005 through the merger of Sustainable Energy Authority Victoria and EcoRecycle Victoria. Sustainability Victoria will help deliver the Government’s Framework for Environmental Sustainability, focusing on changing behaviour by providing advice and assistance to inform decision-making by individuals, businesses, governments and communities. They will also support the development and application of technologies and processes that will produce change that may not otherwise garner support.
Minister for Energy Industries and Resources, Theo Theophanous and Minister for the Environment, John Thwaites launched the $1.5 million advertising campaign on Monday June 5. Mr Thwaites said that households accounted for 30 per cent of all emissions caused by energy use.
“Studies have shown that by the year 2070 Victoria’s average temperature could rise between 0.7 to 5.0ºC and this will have a serious impact on our lifestyles and the economy,” Mr Thwaites said. “Just a 2°C increase in the average temperature would mean more bushfires, more severe storms and a 7-35 per cent decrease in Melbourne’s water supply.
“Every day, the energy consumed by the average Victorian home produces 654 balloons or 33 kilograms of greenhouse gas,” Mr Theophanous said. “Research shows that people are concerned about climate change but don’t necessarily think they can do much about it.”
Research conducted in April found that:
- 82 per cent of Victorians believe climate change is already having an impact on Victoria
- While 78 per cent are worried about climate change, only 34 per cent indicated reducing their impact on the environment as a current motivator to save energy
- Of those Victorians currently saving energy, 76 per cent felt that saving money was their main motivation
- Over 50 per cent have not taken any steps to save energy
The Sustainability Victoria web site encourages people to save energy by washing clothes in cold water, installing or topping up insulation in ceilings, switching off the second fridge, taking shorter showers, switching appliances off at the power point wherever possible, and setting the thermostat to 18-20 in winter and 26 in summer.
The television and newspaper campaign was developed at George Patterson Y&R, Melbourne Australia, by creative director James McGrath, copywriter Sassy Havyatt, art director Frank Muller and agency producer Pip Heming.
Post Production was done at Digital Pictures Iloura, Melbourne.