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University of East Anglia - Original Proposal

Evaluating green champions, their role, definitions and place in a HEIS carbon reduction strategy

SDP leader
Dr Simon Gerrard, Chief Technical Officer of the Adapt Low Carbon Group, University of East Anglia.

Management and team
The project will be run by the University of East Anglia (UEA) through its wholly owned subsidiary the Adapt Low Carbon Group. It will link with partner HEIs to study and assess their experiences of Green Champions. The core work will be undertaken by Matt Taylor, CRed Central Coordinator, Adapt Low Carbon Group, UEA who will co-ordinate the project.

The work will be supported by Dr Tom Hargreaves who has expertise in the evaluation of behavioural change in workplace environments.

HEI partners
At the point of submission the HEIs listed below have agreed in principle to participate.

Project's administrative home
University of East Anglia

HEI contact details
University of Birmingham, Anglia Ruskin University, City University London, University of East Anglia

Aims and objectives
As HEIs increase in student numbers there is a resulting conflict between energy requirement and carbon reduction commitments. Large capital spend programmes are able to assist in the reduction of energy usage; these can often be easily quantifiable in relation to CO2 reduction and cost effectiveness. What is less understood is the part ‘Green Champions’ can play in saving energy. Is it possible to monitor the impact of green champion activity and does this really matter?

This project will seek to investigate the three elements listed below.

NB: The project is keen not to duplicate any current research. Discussions with Charlotte Bonner, leader of Green Impacts Awards confirmed that there is no current conflict and acknowledged the benefit of such a study for higher education institutions.

The project acknowledges that there are various titles being used by the participants of engagement campaigns for the type of activity described, however, for the purpose of this project this is summarised in the title umbrella title ‘Green Champion’.

Assessing and reviewing Green Champion activity in HEIs
Information gathered from existing networks highlights that green champion teams are becoming more prevalent in HEIs. With ongoing campaigns like the Green Impact Awards, Degrees Cooler and Student Switch Off, there are already sufficient campaigns. Many of these are recent in their inception and though they have similar aims and objectives, a method of collating and evaluating the ways of engagement and their efficacy is less visible. By cross-examining a set of participating HEIs Green Champions and their varying degrees of campaign engagement, this project seeks to determine through case studies if it is possible to identify recurring methods and results.

Providing definitions of the role
From the interviews and focus groups carried out in HEIs, this project would aim to provide definitions of the role of Green Champion in order to attempt to ascertain standards of approach to this engagement.

Is it possible to attribute a CO2 saving to the role of Green Champions. And does this really matter?
The conventional wisdom is that Green Champions can assist to play a role in addressing the carbon impact of HEIs. This project looks to examine the efficacy in HEIs of Green Champions, to quantify this role and its context amongst an HEI’s carbon reduction strategy. It will also take in what protocols are put into place and what monitoring is being undertaken. The project will attempt to find out if there is any correlation between Green Champion activity and recorded changes in energy usage. And it will also look at whether in the absence of monitoring is there other means to record activity.

Although this project recognises the need to allow for flexibility in delivering campaigns it seeks to harness for dissemination agreed Green Champion definitions, the role requirements, methods of best practices and the strategic context in which these practices sit. Ultimately, the project aims to provide a complementary, non prescriptive general model that can be replicated for roll-out beyond HEIs already participating in an energy engagement or to those with a less defined campaign. We are seeking funding because it has been established through conversations with leading engagement campaigns that although there is reporting on the progress of the campaigns there is currently no activity to establish the above objectives.

UEA is well placed to lead this project. The Adapt Low Carbon Group has been promoting carbon reduction engagement since its inception. Part of its portfolio is The CRed system: an online behavioural change tool for carbon reduction which has been used to collate estimated carbon reduction values to associated actions within a community to act as a proxy for possible carbon reduction savings. Additionally a pilot programme run in one of UEA’s buildings has recorded a ten percent saving on electricity on 2007 levels. Subsequently there is recorded evidence of the carbon savings that can be made

Assessing and reviewing Green Champion activity in HEIs

A review of current participating HEIs practices will be undertaken to identify what actions constitute being a Green Champion and how this is deployed. This information will be acquired through; telephone interviews and emails, as well as on-site visits at which focus groups and face to face interviews will be conducted. Discussions will be recorded using a digital Dictaphone. Anonymous responses to set multi-choice questionnaires will be captured via the audience participation tool Turning Point.

  • How are Green Champions coordinated?
  • What are the boundaries / obstacles to Green Champion activity?
  • How is activity recorded?

Providing definitions of the role
The interviews, focus groups and question response gathering will then be used to develop case studies to offer a summary basis for the project the opportunity to produce succinct definitions of ‘Green Champion’. Once drafted these definitions will then be qualified by the participating HEIs before wider dissemination.

Is it possible to attribute a CO2 saving to the role of Green Champion? And does this really matter?

This project seeks to evaluate the level of participation and influence of a Green Champion at an individual, team and institution level in order to establish whether Green Champions are an effective part of an HEI’s carbon reduction strategy.

  • Beyond their own actions, what, if any, is the ancillary influence being a Green Champion has over other colleagues and can this be calculated?
  • How does an individual’s role as a Green Champion sits in context with their own working practices and relationship to the energy usage of the HEI?
  • How well established is the role of Green Champion as playing a part in an HEI’s carbon reduction strategy?
  • Is it possible is to determine the quantitative impact, if not does this matter?

Where possible it will be practical to compare campaign activity against recorded energy usage. The project will seek to establish whether there is monitoring in place within the participating HEIs and to collate the monitoring protocols. It will determine whether there is evidence of documented base-lining. Whether there is there any evidence supporting Green Champion activity and a correlation with energy reduction within the HEI. This project will go on to consider how how it is possible to extrapolate Green Champion carbon reduction actions and set them in the context of other energy saving measures undertaken by an HEI.

If there is an absence of monitoring within a participating HEI this project aims to investigate in its outcomes what measures can be established to record/capture activity by other means: On-line tools, pledging mechanisms, petitions.

NB: This project recognises that there is a contracted time frame available. It would be the intention that this project provide the basis of a ‘phase one’ programme with the opportunity to follow up on the findings in a ‘next steps’ post project.

We envisage that this next steps project would include:

  • From Green Champion to institutional change: How to sustain the activity? How do you make ‘Green Champions’ the norm? Is the ultimate aim to change the culture of the organisation

Milestones (quarterly). Project duration Feb 2011 to Jan 2012

Quarterly 1:

  • Literary review of practices beyond HEIs
  • Develop methodology and question set
  • Confirm participating HEIs and galvanise focus groups
  • Undertake sessions at participating HEIs
  • Interview with energy managers
  • Conduct focus groups and interviews at all supporting HEIs to define the role of a Green Champion
  • Seek to record working practices

Quarterly 2:

  • Collate case studies, synthesise interviews and focus groups
  • Disseminate findings to participating HEIs

Quarterly 3:

  • Conduct secondary focus group and interviews
  • Analyse data
  • Collate case studies, synthesise interviews and focus groups
  • Case studies to be written up

Quarterly 4:

  • Write final report
  • Develop journal article
  • Design and distribution of electronic working hand book
  • Webinar for participating HEIs
  • Decide collaborative next steps

Outcomes and outputs
The main focus of dissemination will be within the HE sector, therefore, it is intended that papers will be presented at appropriate conferences to disseminate the findings.

A journal article will be submitted to a leading journal in the field e.g. Environment and Planning, Energy Policy, Greener Management International.

One key objective is to make any learning available to the wider HEI community in a simple user-friendly fashion. Therefore an electronic Green Champion hand book will be designed to communicate the findings and which can be rolled-out throughout the sector. The hand book would include:

  • Results of the findings
  • Uniform definitions of a Green Champion
  • Replicable non-prescriptive Green Champion modus operandi, able to dovetail in with any energy engagement campaign
  • Links to the participating HEIs

The defined definitions of ‘Green Champion’ will assist other HEIs in the means to promote approaches to engagement with this role.

Webinar for the participating HEIs

Links to HEIs.

It is anticipated that this study will act as a hub through which the best practices of HEIs can be synthesised. The ending webinar seeks to bring together those participating HEIs to forge greater bonds and communication channels. It is intended that this would create the frame work for a knowledge exchange.

This report has the potential to help such organisations as Green Impact Awards, Going Greener and Student Switch Off by assisting in identifying trends and practices which can then be embedded through their own methods of engagement campaigning and assisting their strategy.

Provide the opportunity to devise a more consistent mechanism of gathering energy data and reporting in order to determine its correlation between Green Champion activity and the carbon saving of the HEI. The allocation of an associated carbon figure for the role of Green Champion in the wider context will enable other HEI energy managers a greater breadth of scope in their carbon reduction strategy as to where resource may be allocated and its possible cost effectiveness. This will then act as a catalyst for the creation of Green Champion networks within HEIs who are either inactive or at the early stages of engagement.

This study will provide foundations for a ‘next steps’ enquiry to investigate how to move HEIs from identifiable and dedicated Green Champion activity to institutional culture change.

A ‘next steps’ project would seek to use the findings to define a green team training programme which could be deployed throughout the HEI sector. This could provide cost cutting measures as delivering to HEI would reduce the requirement for possible outside consultancy. Subsequently there could be commercial advantages to be gained through the establishment of a brand, which could then be used to dovetail into various carbon reduction campaigns in order to promote energy savings in a more uniform method.

Plans for dissemination

  • Dissemination will be through publication on the Leadership Foundation web site and papers and presentations at appropriate conferences.
  • A journal article will be submitted to a leading journal in the field such as. Environment and Planning; Energy Policy or Greener Management International.
  • Creation of an electronic user friendly guide book, linked in with HEI energy engagement campaign. This can be disseminated through the Green Impact Awards network, Degrees Cooler etc.
  • Press release to the Times Higher Educational Supplement.
  • It will be beneficial to deliver a paper to HEI energy manager networks.
  • Paper for The Environmental Association For Universities and Colleges web site and annual conference.
  • Case study article to the Low Carbon Innovation Network.
  • Webinar to be held with all participating and invited HEIs (Via WebEx learning materials can be shared and a transcript of the event can be gained for other external participants)



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