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sustainability messages to this audience, where explicit messaging would fail. An
analysis of the six sustainability episodes of Welt der Wunder found that that three
of the six episodes engaged audience members in a positive, affective-orientated
emotional manner, and these strategies were considered to be a particularly effective
communication tool.
Credibility (+++): A core reason for the success of Welt der Wunder is the credibility
of the program among audience members. Welt der Wunder is perceived as a
reliable and authentic information resource that with programming to which viewers
can relate. The credibility of the program is also enhanced through collaboration
with recognised sustainability experts who provided advice on content.
Understandability (++): Aside from its credibility the content of Welt der Wunder
was tailored to be understood by the target group. Understandability of the information
is critical to enable the target group to take further action , such as seeking out
additional information on the topic or having discussions with friends or family
members.
Potential to change attitudes/behaviour (+++): Although the research project did
not find clear evidence that the sustainability episodes influenced attitudes and
behaviours of audience members there was found to be a significant potential for
positive impacts. This is particularly relevant where sustainability content is presented
in a positive light within storylines and where there is opportunity to engage
in additional information exchanges. An example is a Welt der Wunder program on
the Freiburg Öko Institute “EcoTopTen” project where significant online resources
were provided to viewers to view additional video content, obtain information and
enter into discussions with other viewers.
3.2.2 Echt Elly (international good practice example)
General description
Echt Elly is a sustainability reality show, which was created and broadcasted by
ETV.nl, a regional educational broadcaster in the Netherlands. Echt Elly is the first
reality television program in the Netherlands based on a sustainability partnership
with government. The program aims to foster sustainable consumption patterns
among viewers and programs to date have focussed on issues connected to
the use of fuel, energy and water consumption, and sustainability aspects of products,
services and waste, among others.
In 2007, the producers of ETV.nl recognized that socio-economically disadvantaged
suburban residents of Rotterdam did not give consideration to (1) the products
they consume and how those products are consumed, and (2) the environ-
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