Using TV to transform the housing industry
Our homes already produce around 13 per cent of Australia’s greenhouse gas emissions. If our population continues to grow at its current rate, to an estimated 41 million people by 2050, we will need to construct as many as 197,000 homes a year. This is in addition to the estimated $36BN of home renovations that occur in Australia each year. Whether these homes make our cities and communities safe, resilient and sustainable or contribute to combating climate change and its impacts by leading the transition towards a lower carbon, 100% renewable future is up to us.
We worked with the New South Wales Government, CSIRO, the Co-operative Research Centre for Low Carbon Living, and range of industry partners like GBCA, ASBEC, HIA, MBA, and ReNew to develop a behaviour change program with the objective of getting consumers to build more sustainable housing.
In a world first, this project developed a science based communications strategy involving the creation of a Lifestyle TV show that integrated the latest research in behavioural science to accelerate the uptake of net zero energy/carbon homes and associated technology (eg electric vehicles) in Australia’s residential housing sector.
About the show
What do you get when you mix in some reality TV celebrities, some CSIRO social scientists, a sprinkle of the latest in behavioural science insights, and a mission to transform the sustainability performance of the entire housing industry?
You get the award winning lifestyle TV show, Renovate or Rebuild, that aims to crack open sustainable building options to a broad audience
In a world first, Renovate or Rebuild employed a science based communications strategy involving the creation of a Lifestyle TV show that integrated the latest research in behavioural science to accelerate the uptake of net zero energy/carbon homes in Australia’s residential housing sector.
Format
Renovate or Rebuild is a 60-minute lifestyle show where two teams compete to convince a family that they have the best solution to providing more space, comfort and reduced energy bills.
In each episode you are taken on a journey through the design process as the teams juggle the challenges of meeting the clients brief and budget whilst aiming to create an amazing design for a home that is stylish, healthy, comfortable but also an energy efficient home.
The show features an all star cast of former contestants from Channel 9’s ‘The Block’ and has all the hallmarks of compelling reality TV: it’s fun, with big, bold characters and a healthy dose of competition. What makes it different is its objective, to help homeowners to create more energy efficient, healthy and comfortable homes.
The show is designed to teach you about important features of an energy efficient home, give you some amazing home design ideas and leave you with a big smile on your face at the end of every episode. It takes an edutainment approach to teach viewers about important concepts like passive solar design, insulation, energy efficiency and solar energy systems.
“What this project proves is that the marketing, advertising, media, production, PR and communications sectors are an essential part of solving some of our communities most challenging environmental and social issues and that we can use the power of reality TV as a force for good.”
James McGregor, Executive Producer
IMPACT
Research Findings
The CSIRO undertook a study to understand consumer thoughts and reactions to the first season of ‘Renovate or Rebuild’. Specifically, the study employed a series of focus groups and surveys with the following aims:
- To understand the impact of the TV pilot on the audience;
- Level of brand awareness before and after the show; and
- To understand what behavioural intentions the audience have after viewing the TV show.
The following are the key research findings:
- Statistically significant increase in desire to have a home with home energy rating above the minimum standard for Australia – 23% for non-viewers compared to 39% for viewers of the show.
- Average increase in brand awareness of 349% for brands featured in Renovate or Rebuild
- The content was engaging for the target audience and viewers generally wanted more information about design considerations and energy efficiency features
- The audience was highly engaged with 52% of YouTube viewers watching the full 30-minute pilot episode (typical retention for a 30min video on Youtube is 10%). The data also indicated that if someone watch to the end of the first segment then the show had 100% audience retention after this (this demonstrates the show was engaging and maintained people’s attention).
Viewers (Australia)
%
Non-viewers Desire for Energy Efficient Home
%
Viewers Desire for Energy Efficient Home
Broader Industry Impact
Preliminary economic modelling undertaken by the CSIRO to evaluate the impact of BlueTribeCo’s proposed strategy has found that accelerating Australia’s transition to sustainable housing using a mass media communication approach would deliver more than half a billion dollars of extra investment in the construction industry by 2030 and create over 7,000 new jobs resulting in two thirds of all new homes being built to a zero energy standard by 2040. It would also save Australians $600 million on their energy bills.
The results of this modelling supported the creation of an industry road map outlined in the ASBEC report “Growing the Market for Sustainable Homes: Industry Roadmap“.
- New Homes built to Net Zero Energy Standard by 2030 50%
- New Homes Built to Net Zero Energy Standard by 2040 67%
MILLION Dollars Extra Investment in Construction Industry
New Jobs Created
MILLION Dollars Saved on Australians Energy Bills
Times more effective than an incentivised transition using grants and subsidies
Awards
Renovate or Rebuild was recognised in the worlds longest running and Australia’s most prestigious sustainability award as the national winner of the Communications for Impact Award for the 33rd National Banksia Sustainability Awards in 2022.
Considered the ‘Oscars’ of sustainability awards, the only other TV show to win a Banksia Award was the ABC’s War on Waste.
Where to Watch
Renovate or Rebuild air on the Nine Network in Australia and have been distributed globally to an estimated audience of 105 million+.
The show is taking its message about the benefits of more sustainable and energy efficient housing to a global audience. It is available in the United States, Europe, the Middle East, and New Zealand.
Wrap up
The goal of this show was to get people excited about things like insulation and home energy ratings the same way they would get excited about a new kitchen benchtop.
When most people think about solutions to climate change, pollution, or even poverty they think about technology or Government policy.
What this project proves is that the marketing, advertising, media, production, PR and communications sectors are an essential part of solving some of our communities most challenging environmental and social issues and that we can use the power of reality TV as a force for good.
The science and innovation that underpins this show provides an innovative science based communications template that can be used by others to drive mainstream action to change the world for the better.
The Renovate or Rebuild TV show was recognised in the worlds longest running and Australia’s most prestigious sustainability award as the national winner of the 2022 Communications for Impact Award for the 33rd National Banksia Sustainability Awards.
Considered the equivalent of the “Oscars” of the sustainability sector, the only other TV show to win a Banksia Award is ABC’s War on Waste.
The show is now into its 3rd Season and is available globally on streaming platforms like Hulu and Disney+.
Interested in making your own tv show?
Simply click the “schedule a meeting” button to meet with one of our Executive Producers