Energy Saving Trust launches Eco-driving campaign through The Union
The Energy Saving Trust has launched a £1.5m three-year campaign, created by The Union, to encourage Scots commuters to adopt 'eco-driving'.
Funded by the Scottish Government and delivered by the Energy Saving Trust, the campaign, which launched yesterday, will target commuters as they drive to and from work through a combination of filling station, billboard, breakfast and drivetime radio advertising. In addition, a website www.ecodrivescotland.com has been set up where drivers can learn more about eco-driving.
The survey found that more than half (55 percent) of Scots say the way they drive harms the environment. But almost nine in 10 (86 percent) say they would alter their driving behaviour if it meant saving money.
The poll findings also reveal one third (34 percent) think the most important reason to change their driving habits is to help the environment. Conversely, only 13 percent of Scots do not care what effect their driving has on the world.
And if all Scots motorists switched to eco-driving habits they would save a staggering £300m a year and 800,000 tonnes of carbon dioxide, the equivalent of one motorist driving from Edinburgh to Glasgow 50 million times, or to taking 275,000 cars off the road for a year.
The campaign focuses on four pieces of advice for motorists. These are: Shift to as high a gear as possible: driving at lower engine speeds reduces fuel consumption: change up between 2000 and 2500 rpm.
Anticipate road conditions and drive more smoothly: rather than last-minute braking, decelerate smoothly by releasing the accelerator as early as possible. This allows the car to decelerate using engine braking. With the car in gear and throttle release, a modern car uses virtually no fuel at all.
Maintain a steady speed in as high a gear as possible: driving at a steady speed requires less effort for the engine. Avoiding unnecessary acceleration and heavy braking helps reduce fuel consumption.
Drive a little slower than your normal speed: stick to the speed limits and make your fuel go further. For most cars the most efficient speed is between 45 and 50mph. Driving at 50mph rather than 70 mph reduces your fuel consumption by 10 per cent at a stroke.
Mike Thornton, director of the Energy Saving Trust in Scotland, said: “Our research, on which our campaign is based, shows that while Scots care about the environment their prime motivation for driving in an eco-friendly manner is saving money. And with the average weekly fuel bill for Scots commuters currently standing at £30, who can blame them.”
“The idea behind this campaign is to make sure that eco-driving tips are given to commuters when they can actively do something about it: when they are behind the wheel of the car. We are aiming for eco-driving to become a normal driving habit and not something people do just when they remember. If every motorist in Scotland were to pick up one eco-driving tip a week we’re on our way to making a big difference, both to the environment and people’s pockets.”
Ian McAteer, MD of The Union, added: "The communication challenge for Energy Saving Trust was obviously not about persuading drivers of the benefits of saving money we are all too aware of rising fuel costs it was to present the solution in a simple and easily understood way which would lead drivers to act immediately and become 'eco-drivers'.
"Insight research showed that the graphic approach we developed worked extremely well with drivers and we are hopeful this campaign will help Scotland reach its carbon emission targets. I've been eco-driving for months now, and I can assure you it really does work!"
The campaign was created by Michael Hart and Ben Craig, with media buying by MediaCom Scotland.