ABSTRACT
Reduce Your Juice has transformed traditional energy efficiency programmes into a model that effectively connects with digitally connected consumer. In response to the Australian Federal governments call for programmes that trialled different approach for assisting low-income earners to reduce their electricity, the Reduce Your Juice project sought to demonstrate the use of a digital approach to energy efficiency engagement. Methodology adapted from Community Based Social Marketing was used to ensure the intervention would be targeted towards the best areas for change for the target group. Behaviours were shortlisted based on their scores with priority given to the cost benefit and ease/likelihood of performing the behaviour. The programme used a digital engagement approach with a combination of multiple interventions. Based on the research and insights, guiding programme design principles were developed to underpin the development of all aspects of the programme.
