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mental consequences of their actions. On the basis of these observations, the idea
was born to make use of the television platform to bring about positive change to
these circumstances.
ETV.nl wrote a grant proposal for a reality television program focussed on sustainable
consumption topics. The concept was to capitalise on the popularity of the
reality-based program format with this lower socio-economic target audience. In
January 2008, the Dutch Federal Ministry of Health, Welfare and Sports approved
a grant to produce the reality program.
At the suggestion of independent writers, ETV.nl designed its program around
recognisable celebrities. The producers involved Elly Lockhost, a popular entertainer
among the target group, who provided audience members with an impression
how she deals with sustainable consumption issues in her everyday life. The
products and services she consumes, her water and power use, how she deals
with transport issues and waste recycling were highlighted. Government representatives
provided during production of the show the governmental officials also provided
input, information and feedback on specific topics. Additional sustainable
consumption related learning materials were presented on the ETV.nl internet
website.
Stakeholders involved
Representing government in the sustainability partnership was the Federal Ministry
of Health Welfare and Sports, which provided partial funding support for the
Echt Elly program18 . Moreover, government provided feedback on the storylines,
supported TV stakeholders with sustainability information and helped to create
learning materials. The City of Rotterdam funded the research and evaluation
aspect of the Ech Elly initiative. Representing the media, writers and producers of
Echt Elly were involved to develop the storyboard of the program in collaboration
with Elly Lockhorst.
NGO stakeholders from four regional educational centres were involved in the
partnership, including Albeda College (Rotterdam), the De Mondriaan onderwijsgroep
(Den Haag), the regional educational centre in Amsterdam and the regional
educational centre of Midden Nederland (Utrecht). The role of these
stakeholders was to provide feedback on the Echt Elly storylines. In addition, these
organisations took the lead in the project to create learning materials and promote
sustainable consumption issues to the target group.
18 See Appendix 5 , “Short description of media system/legislation” in the good practice grid for details.
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