For the target group of retailers, among others, comprehensive guidelines were developed and various education tools, including e-learning, were provided to support the implementation of the new labels. For consumers and professional buyers, numerous information measures and tools were introduced through national campaigns and media communication. The main goal was to inform consumers about the new elements in the revised labels and to promote the use of the labels when purchasing energy-efficient products. The set of tools included, among other things, guidelines, information leaflets, videos and a web application that supports product and cost comparison based on the EPREL database.
The main objectives of the LABEL2020 initiative were to prepare the retail market for the implementation and correct handling of the label and to inform and motivate buyers to understand it. The main focus has been on informing further the consumers on the new energy labels and the comparison web app tool developed by LABEL2020.
Case study profile
Introduction
The LABEL2020 project was implemented as a Horizon2020-funded initiative dedicated to support the introduction of new EU energy labels for energy-using products in the period between 2019 and 2022. The introduction of the new energy labels for washing machines, dishwashers, domestic as well as commercial refrigerators, lighting products and TVs was supported by various tools and services for retailers, consumers and suppliers. The main objective of LABEL2020 was to raise awareness and support all types of stakeholders (citizens, retailers, suppliers, policy makers) in effectively implementing the energy labelling and Ecodesign legislation. LABEL 2020 was an EU-wide project coordinated by the Austrian Energy Agency and implemented with project partners such as national energy agencies, environmental associations and expert organisations in 14 EU Member States and the UK.
Behavioural insights
One of the major highlights of the campaign in Greece has been the synergy established with the Ministry of Environment and Energy, as part of the communication of the “RECYCLE – CHANGE APPLIANCE” subsidy scheme. Many online publications and one TV show communicated the web app comparison tool created by LABEL2020 as a useful complementary tool for the effective implementation of the aforementioned subsidy scheme.
Outcomes and impacts
A TV spot has been produced and appeared in 6 different TV channels for 204 times in total, reaching about 2,500,000 consumers. Furthermore, a radio spot was produced and broadcasted in 2 different radio stations reaching 800,000 consumers. There were also 26 online publications mentioning LABEL2020 and the web app tool. Special attention was also given to promotion of the campaign through social media; 9 targeted and paid posts were published reaching another 30,000 consumers.