Gen Less campaign hopes to inspire action on climate change
For years, the Energy Efficiency and Conservation Authority has been one of the more soft-spoken and conservative government agencies. Best known for its Energywise series of TV commercials, EECA was the friendly face that gently suggested people switch to LED bulbs or check their underfloor heating. But the agency's new campaign, Gen Less , has dropped the subtlety in favour of urgent action. The big-budget launch ad, which debuted during the buildup for the All Blacks' Rugby World Cup opener, is a rally cry that pitches climate change as the greatest challenge of our time, and one which requires urgent action from everyone. The ad features iconic quotes from some of the greatest leaders of the modern age, from Martin Luther King Jr to Dame Whina Cooper and Nobel Peace Prize-winning environmentalist Wangari Maathai. READ MORE: * Climate change - test yourself in our quiz * 4000 Days: A climate change story where you choose the ending * Covering Climate Now: The climate crisis is a mainstream concern EECA chief executive Andrew Caseley said surveys had found 83 per cent of people believed climate change was a serious issue, but 50 per cent didn't know what they could do about it. Feelings of despair, lack of hope, and no control over the pure size of the challenge were common. "We felt there needed to be someone like EECA to stand up, to state what the challenge is, the consequences of climate change, and to provide a suite of actions... simple day-to-day things that people can do to reduce energy consumption and emissions." Brigid Alkema of ad agency Clemenger BBDO said they were aiming for something "epic." "We wanted it to feel mighty enough to stand up against the tidal wave of doom and gloom." Gen Less is styled as a cross-generational movement of people and businesses committing to live a 'less is more' lifestyle when it comes to energy consumption. EECA is primarily focused on energy from electricity and fuel consumption. Agricultural emissions, which account for almost half of New Zealand's greenhouse gas profile, are outside its remit, though people who commit to Gen Less may choose to change their diet to lower emissions. Gen Less recommends practical changes people can make, from installing energy efficient heat pumps to driving electric vehicles. Corporate launch partners include Westpac, Countdown, Lewis Road Creamery, NZ Post, and Stuff Ltd, which owns stuff.co.nz. Lewis Road recently converted all its plastic milk bottles to rPET, a type of recycled plastic that founder Lewis Cullinane said was responsible for reducing the company's emissions by as much as a third. "That was a big step forward for us, but as soon as you do one thing, it raises 10 other things that need to be done," he said. Stuff chief executive Sinead Boucher said she "genuinely feels strongly that this is the most important issue for us as a company". "As a media company which is able to reach so many people, we felt it was important to take a leading position to help New Zealanders know what they can do to lower their emissions." Stuff newspapers are now printed on paper produced from the waste wood left over from housing timber , and use a vegetable-based ink. The company is also trialling compostable wrapping to replace the plastic bags its newspapers are delivered in. There are no set requirements for businesses joining Gen Less, but Caseley said he expected a genuine commitment or else consumers will "call that out". If the campaign takes off in the way Caseley hopes, Gen Less will be the public-facing brand of EECA for at least the next five years. He hopes it will prove underlying electoral support that will push the Government, whichever party is leading it, to take greater action on climate change. "We want to prove that people are genuine about wanting to do something. They don't just want to see this disaster rolling at them and continue to feel in despair, fearful and daunted, but they want to go on the front foot to reduce the contribution we make."