www.epmcom.com: One Change Focuses On Women To Spur Campaign For Change To Environmentally Friendly Bulbs

Posted January 1, 2010 by Neil

Non-profit One Change's mission to get homeowners to replace incandescent with CFL lightbulbs centers on women, since they are "decision makers," says the group's Gail Logan. Women, she adds, are also more open to signing up themselves and their families as volunteers for the campaign.

In order to jumpstart the effort, the company donates one free bulb to homeowners to be used to replace their front porch bulb, says Logan. Although the group believes everyone is willing to accept a free lightbulb, it is specifically targeting 70% of the population. "We are not speaking to the 15% who are already enlightened and probably already made the change, and we aren't reaching out to the 15% that is anti-environmentalist. We are going after the middle group that wants to do something but doesn't know what," says Logan. She adds that home improvement stores experience a significant spike in CFL bulb sales once the group has canvassed a neighborhood. "Families decide to change all of their lightbulbs," she says.

One Change also promotes its efforts online, with local print and radio stations, and via outdoor spaces, such as transit ads.

The non profit is currently utilizing the same strategies to distribute free tire gauges and will introduce a water conservation effort in mid 2010.