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Developing Energy Advice for BME Communities
Summary
The Centre for Sustainable Energy (CSE) established the “Energy Saving Drive in BS5” to motivate more BME households to take advantage of the local Energy Efficiency Advice Centre (EEAC). CSE runs the EEAC in Bristol & Somerset, and had observed that BME communities received energy advice at disproportionately low rates relative to other groups.
Project goals included an increase in grant referrals and the installation of energy efficiency measures with an aim to reduce emissions, fuel poverty and asthma rates in the community.
The organisers eventually changed the project to reflect a more long-term approach rather than a one-time drive. They shifted their focus from achieving calculable carbon savings to building relationships within BME groups in order to make energy efficiency a visible and lasting issue in the community and promote use of the local EEAC.
Barriers identified include: scepticism and lack of trust; reluctance to speak over the phone; perception that the programme was only a temporary measure; language – previously existing literature offering energy efficiency advice was only available written and in English, and often featured confusing or technical language; energy efficiency was a low priority among BME groups.
Key motivators
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Personal contact: personalised messaging and face-to-face meetings were key in establishing lasting relationships and generating trust in the project.
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Comprehensibility: the project developed a verbal Home Energy Check (HEC) to replace the more complex written HEC and used a translator where necessary, making the HEC easier to understand and more effective.
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Convenience: the project worked through already-existing channels, including the local advice centre, where a direct referral programme was set up to overcome the lack of initiative taken by households to call the EEAC directly.
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Practicality: the project highlighted the practical benefits of energy efficiency, such as saving money and keeping families warmer during the cold months, establishing energy efficiency’s relevance to peoples’ everyday lives.
Top tips to their success
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Identify existing networks: build relationships with groups and people already at work in the community; spread information through existing community newsletters.
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Be patient: meeting face to face takes much more time than speaking over the phone but is often the most lasting and effective means of communication; spend as much time as possible talking to community members and ask their advice for other useful contacts.
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Be open-minded: explore contacts you may not have considered.
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Remain flexible: be willing to change the focus, approach, length and even goals of your project based on feedback and progress; don’t necessarily need to set quantifiable goals at the very beginning of the process.
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Know your audience: because energy efficiency is such a low priority for BME communities, CSE avoided large high profile events that potentially would have little draw, holding smaller more targeted sessions instead; identify the needs of specific groups and hold a range of events.
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Post and phone calls often have little impact: physical contact is more effective, engaging and demonstrates commitment.
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Be sensitive: take care to avoid negative discrimination when targeting BME communities; non-BME households in the area should not feel alienated and should have the opportunity to participate in the programme as well.
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Create sustainability champions: community members can often help form peer networks, encouraging friends and neighbours to practice sustainable behaviour as well.
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Ensure continuity: provide sources of funding and support for the future of the project.
Contact details
Cleo Wilson
Centre for Sustainable Energy
The CREATE Centre, Smeaton Road, Bristol
BS1 6XN
0117 934 0919
cleo.wilson@cse.org.uk
http://www.cse.org.uk
