This presentation was prepared for the Victoria University Working Group on Sustainability by the University of Toronto Sustainability Office in May 2009, and provided here for distribution to members of that workgroup and members of the Victoria University community.

1. THE REWIRE PROJECT
April 16 2009

2. Overview
12:00‐12:20pm Welcome to Rewire!
Project Goals & Results
P j t G l & R lt
What is CBSM?
Rewire at Victoria College

3. What is Rewire?
A student‐initiated campaign to engages the campus in energy
conservation
A project that aims to make long‐term changes by fostering
sustainable behaviours and attitudes
A joint initiative between the Sustainability Office and U of T’s
administration, students, and staff
A project currently funded by the Ontario Centres of Excellence
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4. Goals
Motivate students and staff at U of T to adopt simple,
more sustainable, energy‐saving behaviours
To be tailored to each site, to be engaging, and easy to
implement
To increase environmental awareness and empower
i i l d
community members to take action
To provide a support structure for environmental
T id t t t f i t l
leadership at U of T and networking opportunities
Reduce user‐mediated electricity use in participating
Reduce user mediated electricity use in participating
residences and offices by 15%
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5. Results
Rewire really works!
2005‐2006 results from the Whitney Hall pilot showed
energy savings of 6‐10%
2006‐2007 results are even better – a reduction in daily
average energy use of 9.8‐12.9%!
average energy use of 9 8‐12 9%!
2007 Office pilot results show a 5.5% reduction
We did it by changing key energy behaviours!
We did it by changing key energy behaviours!
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6. Whitney Hall: 10-13%
Electrical data
1,900 Total UC 2005
UC Avg. Daily 2005
UC Avg. Daily 2006
Total UC 2006
1,850
1,800
1,750
1,715
1,700
-9.8%
1,650
,
1,600
1,550 1,548*
1,500
18-Nov 21-Nov 24-Nov 27-Nov 30-Nov 3-Dec 6-Dec
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7. 5th Floor 215 Huron: 5.5%
Electrical data
215 Huron Daily kWh Ratio (Experimental/Control) H5A/H4
H5A/H4 Baseline
H5A/H4 Experiment
0.45
0 45
0.40
0.35
0.30
SS2/SS3
0.25
0.20
0.15
0.10
0.05
0 05
0.00
7 23-Nov 30-Nov 7-Dec 11-Jan 18-Jan 25-Jan 1-Feb 8-Feb 15-Feb 22-Feb 1-Mar 8-Mar 15-Mar 22-Mar 29-Mar
Date

8. Behaviour Change in Participants
Behaviour First Second Change
Survey Survey
Turn off lights and the TV when leaving the common room 67.69% 82.05% +14.36%
Use my desk lamp instead of my overhead lighting when 42.47% 53.66% +11.19%
I can
Recycle my paper, cans and bottles 91.89% 100.00% +8.11%
Turn off th li ht when leaving th bathroom
T ff the lights h l i the b th 13.05%
13 05% 69.05%
69 05% +56.00%
56 00%
Turn off my ceiling fan when I don’t need it 71.24% 54.76% -16.48%
Try to take quick showers 40.28% 30.96% -9.32%
Turn off my printer and speaker when I’m not using them 65.28% 73.17% +7.89%
Activate my computer’s energy efficiency settings 58.34% 71.07% +12.73%
Turn off my TV or stereo when I m not using them
I’m 91.07% 91.67% +0.60%
0.60%
Buy products that don’t have a lot of packaging 33.33% 40.00% +6.67%
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Turn off my computer when I go to class 36.99% 35.00% -1.99%

9. Project Method
Design and implement Community‐based Social Marketing
(CBSM) programs tailored to the needs of specific
communities
Monitor the results of our programs through quantitative
Monitor the results of our programs through quantitative
and qualitative data collection and analysis
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10. What is CBSM?
Community-Based Social Marketing
Marketing Social Marketing Community‐based Social Marketing
Going beyond JUST informational campaigns
Social Inertia + Barriers = failure to change
Tools of CBSM
Tools of CBSM
Programs tailored to the needs of specific communities and sites
Visual prompts
Norm appeals
Commitments
Feedback
Monitor the results through quantitative and qualitative data collection and
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analysis

11. The Toolkit
A set of tools (such as emails, posters, stickers, personal
reminder cards) designed to increase perceived control
Target a specific audience and a specific behaviour
Make it clear where, when, and how to carry out the
target behaviour
g
Include information component
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12. The Toolkits:
Th T lk
Posters & Stickers
The Pledge:
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13. The Toolkit: Posters
December: Lights January: Recycling & Waste
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14. The Toolkit: Posters
February: Paper March: Computers
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15. Questions?
Leah Sumnauth McIntosh: leah.sumnauth@utoronto.ca
Rewire Project Specialist
j p
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