Towards an energy saving culture : an analysis of the Eskom energy efficiency communication campaign

Abstract

This study presents an evaluation of how a sample of Eskom’s residential customers decoded the communication campaign that was meant to encourage them to adopt a culture of energy saving in order to avert the total collapse of the national electricity grid. The study was conducted in three district municipalities across Mpumalanga province. The data collection process, including the research instrument, was informed by the overall objectives of the study. This qualitative study consisted of a multi-stage approach in which one-on-one interviews and focus group interviews were the primary data collection methods. The findings revealed that the campaign was generally a success, as the messages were understood by the participants who, in turn, implemented certain measures to ensure that the national power grid was stable. It was also established by means of the study that Eskom and government need to bring down the cost of compact fluorescent lights (CFLs) and ensure that proper consultations are prioritised at the beginning of campaigns.