The Hindu Business Line : `Powerful' communication

There was a print campaign from Tata Power, issued in public interest in partnership with the Confederation of Indian Industry (CII), dealing with power conservation.

Nothing new about that, really. We have had advertising that piously preached the necessities of conserving energy for many years. The success has been probably close to nil.

The reasons for that are simple enough to understand. Firstly, let me clarify that I feel that energy conservation is a genuine need and the sooner we realise that the non-renewable power sources we have are just that - non-renewable - the better for all of us. The sooner we realise that energy in the forms we commonly use it - fossil fuels, hydel and nuclear - all have negative implications on the environment that are no longer in the realm of conjecture, the better for future generations. And the sooner we realise that we owe a responsibility to future generations, the better for them.

Right. I said all that not to spout pulpit gospel, but to prepare the framework for why the advertising to save energy has failed so far.

Let's take each of my seemingly pontificating statements one at a time.

Firstly, there is a need to educate people about the forms of energy they use, and drill into their brains the fact that these are non-renewable. Oil and coal will definitely run out one day. The way we are degrading our environment, hydel and nuclear power are not such big contributors to our daily needs anymore. They are expensive and unless planned and administered judiciously, could have a far-reaching impact on our fragile environment. I do not believe any imaginative steps have been taken in this direction at a national level.

Secondly, there is a need to educate people in a constructive manner about the pros and cons of the various forms of energy we use. We simply switch on the TV set. We don't care where the power comes from, as long as it is there, and at a reasonable cost. If cost is an issue, we steal power.

Arising out of this is the need to also showcase the renewable sources of energy that could be exploited and used to our benefit. There is a need to advertise the benefits of solar energy, wind energy, gobar energy and other bold new frontiers that need to be crossed. This communication should also provide information about agencies that provide help in using these renewable sources of energy. And talk about the financial incentives that are being offered to use them.

Finally, why has the advertising on these subjects failed?

It has failed because we have not addressed the "what's in it for me?" syndrome.

Our advertising has been pious and dreary - "Save energy for the nation."

Frankly, who gives a hoot for the nation in this context?

We would counter it by talking about the very real failures of the government in providing uninterrupted power to us. About its failure to restrict transmission losses. About its failure to prevent theft of power. About its greed that prompts the donating of free power and then having the gall to talk of conserving it. Have you ever heard of anyone conserving anything that comes free of charge?

That is why communication must address what's in it for each of us. It must address the inherent need we all have to be smart and be perceived as smart. Tell me how much money I waste because I am foolish enough to leave the TV on and go out to take a long telephone call. Tell me what I lose in monetary terms when I leave the hot water boiler on for several hours. Tell me what it costs me to keep the air-conditioner on in my office when I step out for lunch. Tell a taxi driver what a fool he is when he switches his engine off even if he is stopping for a few seconds. Tell him how much money he can save by switching it off at a two-minute traffic signal.

Tell us all this in a creative and interesting manner.

Talk money. Talk monetary savings. For me. Then I will pay attention to advertising about energy conservation. Otherwise, I could tell you how not to save energy but conserve your advertising budget.

A simple suggestion could be to tell all the PSUs who waste millions on energy conservation campaigns to come together and chalk out a sustained campaign that could address all these issues. The departments concerned could make a New Year resolution that instead of mug shots of Ministers in tired-looking advertisements churned out by the DAVP, they will invest in a campaign of this kind.

Believe me, we have a real problem, and we must communicate the possible solutions cogently and creatively.

The Tata Power advertisement is a small step taken in the right direction. It is at least a little more focused than the normal advertising we see on this subject. Something you would expect from a private sector initiative.

(The author heads Canco Advertising.)

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