ABOUT 100 IDEAS HOUSE
The 100 Ideas House is part of Climate Change West, an innovative campaign funded by Defra’s Climate Challenge Fund.
Climate Change West aims to promote awareness of climate change and the actions people can take to help minimise its impacts by taking the 100 Ideas House into the two main retail centres in Avon (The Galleries in Bristol and The Mall at Cribbs Causeway).
What is special about the 100 Ideas House?
- It has employed the Value Modes system – based on Maslow’s hierarchy of needs – to explore which actions appeal to the hearts and minds of our target audience.
- It aims to engage a group not normally targeted by climate change communications, the so called outer-directed ‘Prospectors’ – who make up 40% of the UK population
The 100 ideas house is a 'stop & talk' mechanism targeted at busy shoppers who understand the language of consumption, the so-called 'Prospectors'. Our research has been designed to examine what they think about climate change and what may motivate them to take action.
How does the 100 Ideas House work?
The house is designed to show people they can live an aspirational lifestyle whilst being green. It's about making the right purchasing choice, taking simple small steps and using cool gadgets to save time and inform behaviour.
Our research has shown that people are already taking small steps to be green, but often feel that further change would be detrimental to their lifestyle. A 42” high definition TV that carries the energy efficiency recommended logo counters this stereotype.
The house has been designed to appeal to our audience by:
- Looking modern, contemporary and smart
- Showcasing brands that demonstrate quality and innovation
- Having an element of competition and giveaways