Media Scandal by Team Jill
Pitch
Use mass media the way mass media gets used most effectively - create a scandal.
Description
Summary
Secretly and nonsecretively interview architects about why they don't build energy-efficient buildings. I sat in a design kick-off meeting with architects and owners. The owners stated clearly that energy-efficiency was their number one priority over aesthetics, budget, everything. The minute the owner left the room, the architects response was "That's nice, but we're not doing that."
I think with the right marketing geniuses, this type of campaign could catch mass media attention and perhaps ruffle some feathers.
The architect in the story was afraid that if she didn't create an aesthetically pleasing building (according to her standards of aesthetics) she would never get hired again. I think this is true for a lot of architectural firms. The stereotype that architects have overblown egos did not get created without some truth. I have seen it first hand many times. If nothing else, I think this would be a fascinating study. What might also be discovered is that building owners think they owe aesthetics over energy-efficiency to their public and their occupants. This would be a good way to send the message that this is not true.
I'm not saying that energy-efficient building have to be ugly. Isn't an architect admitting they aren't capable of doing their job if they can't create buildings that are both energy-efficient and aesthetically pleasing?
Category of the action
Mitigation/Adaptation, Changing public attitudes about climate change
What actions do you propose?
This plan would primarily act on the evolution of behavioral norms. The public and building developers would be indirectly shunned for allowing the architect's ego to force them into buying the kinds of buildings the architect wants instead of what the public wants.
Who will take these actions?
Researchers and Media Relations experts would be involved in creating the scandal
Where will these actions be taken?
I picture this in the US
How much will emissions be reduced or sequestered vs. business as usual levels?
I predict a 50% reduction in building emissions from today to 2030.
What are other key benefits?
Society will benefit by exposing the truth about architects in addition to all of the other benefits of energy-efficient buildings: less pollution, less greenhouse gasses, etc.
What are the proposal’s costs?
This is the best part, this proposal costs much less than many other proposals on the list. It is leveraging the power of mass media. I estimate approximately $200,000 for research and media relations experts.
Time line
Research and media campaign would all be done within a year. After that it is in the hands of developers, architects, and the public. Typical design build schedules run a year to a few years so buildings would become more efficient withing two years.
By:
Team Jill
