Don’t keep it a secret

The case for national communications on energy use

It seems odd to have to convince government to show off their own policies, but a newly published Green Alliance report argues that a whole raft of consumer-facing energy policies are in danger of sinking if we don’t have a co-ordinated communications plan. With the rising cost of fossil fuels and the recession grinding on, we can’t afford the usual lacklustre take-up of energy efficiency polices with the Green Deal, the smart meter roll-out and the renewable heat incentive. If the government is going to protect the public from our rising bills, it needs to show clearly and explicitly what’s in place to help reduce our costs. That will take a bit more than a departmental press release.

A clear government narrative is especially important when it comes to energy: policies that will save people money in this area face unique difficulties; in the first instance, mounting suspicion around the motives of energy companies selling it to them and, in the second, having to overcome a vocal, if eccentric, opposition to any policy that involves decarbonising. We’ve already seen how odd it can get: one quiet weekend, war was declared on proposed changes to building regulations. A Lib Dem tax on our conservatories? Aux barricades! This bizarre clarion call conveniently ignored the fact that the idea was a key Conservative one, and applicable only to the most enormous conservatories. Also, it wouldn’t have been a tax, as householders would have been eligible for Green Deal funding to help pay for the improvements involved. As Kevin McCloud said, "If that makes it a tax, let’s have more of them." Three wrong out of three wrong, but this kind of puffing and blowing becomes accepted wisdom for the public if the government does not offer its own narrative, stating clearly what it’s trying to do.

This governmental shyness about communicating contrasts with the openness we’re seeing more generally; every bill’s amendment can be data mined, we can watch live footage of traffic cameras, find out every (declared) ministerial meeting, or check on crimes rates in our area. We have all this data, but so little information.

The National Archives website shows what a change in approach this is for government. It contains decades of public information video footage, covering everything from rabies to the 1971 census. Most apt is the rather surreal 1947 approach to energy efficiency as the public are told to "watch their meters". Most use fear to get their point across: the post war austerity need to overcome the general decline in quality of life, more recently, fear of climate change. Perhaps the most famous is Norman Fowler’s apocalyptic (and effective) national television film on AIDS.

But fear isn’t the route our report advocates. Instead, we think the message should be about opportunity. As government once did with films on the right to buy, or what the birth of the NHS meant for the public, a national message, backed up by local promotion, should make clear to us the opportunities on offer. A co-ordinated, simple, but comprehensive message will get trusted organisations on board, and counter the risk of conflicting and contradictory communications.

Green Alliance’s report, Neither sermons nor silence, which we put together with a broad consortium of businesses, argues that successfully communicating energy policies and, more importantly, securing take-up, can’t be managed by the private sector alone. A disjointed approach runs the risk of creating confusion and mistrust. Scottish Power, one of the businesses who fed into our report, and an enthusiastic advocate of the Green Deal, states clearly that a national approach to communications is vital to complement its own efforts and provide a foundation on which they can build customer engagement.

This is about being sensible with public money. These policies have cost a lot to develop; they will cost more in delivery and even more in failure. Without an effective communications strategy, a lot of taxpayers’ money will be wasted. When the Change4Life healthy eating campaign had its budget frozen, it saw a 90 per cent drop in calls to its information line. The government, realising that some communications money is well spent, restored the campaign backed with private sector contributions. We need to learn from such lessons and encourage the government to say, loudly and clearly, what it is doing for us.

Shout it from the rooftops, the 6 O'Clock news, the Today Show - just don't keep it quiet.

Alastair Harper is Head of Politics for Green Alliance UK

Steve Garry
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The footie is back. Three weeks in and what have we learned so far?

Barcleys, boots and big names... the Prem is back.

Another season, another reason for making whoopee cushions and giving them to Spurs fans to cheer them up during the long winter afternoons ahead. What have we learned so far?

Big names are vital. Just ask the manager of the Man United shop. The arrival of Schneiderlin and Schweinsteiger has done wonders for the sale of repro tops and they’ve run out of letters. Benedict Cumberbatch, please join Carlisle United. They’re desperate for some extra income.

Beards are still in. The whole Prem is bristling with them, the skinniest, weediest player convinced he’s Andrea Pirlo. Even my young friend and neighbour Ed Miliband has grown a beard, according to his holiday snaps. Sign him.

Boots Not always had my best specs on, but here and abroad I detect a new form of bootee creeping in – slightly higher on the ankle, not heavy-plated as in the old days but very light, probably made from the bums of newborn babies.

Barclays Still driving me mad. Now it’s screaming from the perimeter boards that it’s “Championing the true Spirit of the Game”. What the hell does that mean? Thank God this is its last season as proud sponsor of the Prem.

Pitches Some groundsmen have clearly been on the weeds. How else can you explain the Stoke pitch suddenly having concentric circles, while Southampton and Portsmouth have acquired tartan stripes? Go easy on the mowers, chaps. Footballers find it hard enough to pass in straight lines.

Strips Have you seen the Everton third kit top? Like a cheap market-stall T-shirt, but the colour, my dears, the colour is gorgeous – it’s Thames green. Yes, the very same we painted our front door back in the Seventies. The whole street copied, then le toot middle classes everywhere.

Scott Spedding Which international team do you think he plays for? I switched on the telly to find it was rugby, heard his name and thought, goodo, must be Scotland, come on, Scotland. Turned out to be the England-France game. Hmm, must be a member of that famous Cumbrian family, the Speddings from Mirehouse, where Tennyson imagined King Arthur’s Excalibur coming out the lake. Blow me, Scott Spedding turns out to be a Frenchman. Though he only acquired French citizenship last year, having been born and bred in South Africa. What’s in a name, eh?

Footballers are just so last season. Wayne Rooney and Harry Kane can’t score. The really good ones won’t come here – all we get is the crocks, the elderly, the bench-warmers, yet still we look to them to be our saviour. Oh my God, let’s hope we sign Falcao, he’s a genius, will make all the difference, so prayed all the Man United fans. Hold on: Chelsea fans. I’ve forgotten now where he went. They seek him here, they seek him there, is he alive or on the stairs, who feckin’ cares?

John Stones of Everton – brilliant season so far, now he is a genius, the solution to all of Chelsea’s problems, the heir to John Terry, captain of England for decades. Once he gets out of short trousers and learns to tie his own laces . . .

Managers are the real interest. So refreshing to have three young British managers in the Prem – Alex Neil at Norwich (34), Eddie Howe at Bournemouth (37) and that old hand at Swansea, Garry Monk, (36). Young Master Howe looks like a ball boy. Or a tea boy.

Mourinho is, of course, the main attraction. He has given us the best start to any of his seasons on this planet. Can you ever take your eyes off him? That handsome hooded look, that sarcastic sneer, the imperious hand in the air – and in his hair – all those languages, he’s so clearly brilliant, and yet, like many clever people, often lacking in common sense. How could he come down so heavily on Eva Carneiro, his Chelsea doctor? Just because you’re losing? Yes, José has been the best fun so far – plus Chelsea’s poor start. God, please don’t let him fall out with Abramovich. José, we need you.

Hunter Davies is a journalist, broadcaster and profilic author perhaps best known for writing about the Beatles. He is an ardent Tottenham fan and writes a regular column on football for the New Statesman.

This article first appeared in the 27 August 2015 issue of the New Statesman, Isis and the new barbarism