I recently relaunched a new website for Elstat, who design energy saving solutions for commercial refrigeration systems. Their energy savings are massive, absolutely massive; since 2004 they’ve saved nearly 15bn kWh, prevented the release of over 8 million tonnes of CO2 and saved store and building owners over $2bn. Huge numbers, but therein lies the problem. They are so big, they are nigh on impossible to comprehend and put a human perspective upon them.
If we take winning the jackpot on the national lottery, the odds are 14m:1. Odds clearly not in your favour, but I can never knowingly experience 14m anything. My friend, a maths graduate, put it in to perspective for me; he said winning the lottery is like selecting the correct minute out of 26.5 years! I can’t experience 14m unknown things, but I can experience 26.5 years (I’m 25 years old by the way).
And now I don’t play the lottery.
The default setting for environmental communications, is to either promote the doom and gloom (please see my first ever post on A Work in Progress) or to baffle you with large numbers which are then transformed into other large numbers you don’t understand or ones that don’t even make sense; i.e. saves 100,000 trees.
The messages I instead created are human-centered, focussed on actions present in our everyday lives.
Take for example the Global Impact page. The numbers are massive, but at the bottom of the page I inserted one tagline to put some perspective on it: Last year we saved enough power to charge every iPhone, ever sold, every day for 4 years. In fact it’s probably double this, but this is the minimal level.
Does this work? Tell me what you think.