but does offer exemplar energy resilience campaigns specific to an Islamic .... achieve the best results it is recommend
Faith & Power Communications Toolkit March 2017
About this toolkit This Toolkit has been produced by London Sustainability Exchange (LSx), to provide insights of working with two cultural groups within the Islamic audience in the context of energy saving and support. This work has been supported by The Islamic Foundation for Ecology and Environmental Sciences Eco Islam (IFEES) and Enfield Somali Community Association.
It does not provide a complete and exhaustive road-map for energy saving campaigns but does offer exemplar energy resilience campaigns specific to an Islamic audience. Building on more than 10 years experience, it offers helpful advice and things to consider when working with faith groups.
Content The Toolkit includes
1 Things to Consider 2 Key Messages developed with and for an Islamic audience 3 An campaign example campaign 4 Creating your own campaign 5 Sources of Support
Why we thought working with Islamic culture would be helpful Within London’s diverse poly-culture there is a need to engage groups who commonly miss out on environmental messaging or who are considered ‘hard-to-reach’. We thought that working with Muslims would be useful for a number of reasons: 1. Muslims are among those who miss out on traditional forms of marketing 2. Across the UK, Muslims suffer disproportionately from fuel poverty
Who is it for? This Toolkit is for anyone looking to make a positive impact in their community and has a number of intended audiences and uses: Primarily it is aimed at ‘frontline workers’ and Energy Saving champions who are working within an Islamic community. It is particularly relevant for anyone involved in the Big Energy Saving Network. For non-Islamic groups, the content may prove useful as a conversation-starter; we do not recommend that you talk about Islam or attempt to give a sermon. Faith is sacred. For anyone interested in honing their social marketing skills or to who wants to develop their own communications campaign to reach communities that tend to miss out on energy messages. The tools and techniques can be applied to any audience or topic.
1 Things to consider LSx have worked with London’s diverse cultural and faith groups to promote sustainable lifestyles alongside religious practices, observances and values for over 10 years. Through this work we have identified the following good practice, general guidelines for successfully engaging diverse faith groups: Trust is important - People are much more likely to respond to information from their friends, family, religious group or other trusted networks. Values are an important driver to motivate people of faith Religious leaders can help provide the link between sustainable practices and religious teachings Perceived experts have role in providing energy saving support and information Link in with existing activities and events ensure maximum outreach Time of day, time of year – It is important to have an understanding of sacred days, celebrations and prayer times Remove barriers to information – Provide culturally-appropriate material and resources, this should take consideration of language and images Be flexible and allow lead-in time, things can take a while to get going
Specifically, from our Faith & Power work, we found that: The majority of people we spoke to were not environmentally aware and did not know about Smart Meters or the Priority Service Register There is good potential for energy saving projects and awareness activities People welcomed energy savings tips, advice and enabling mechanisms Practical support is better than a leaflet People felt that ‘word of mouth’ is the most appropriate communications mechanism for both Bengali and Somali communities Some people thought that language barriers prevented them accessing key information and services, although friends, family and neighbours are often available to help translate Volunteer work and helping others is important for the people we spoke to
2 Key Messages developed for an Islamic audience From our work with two cultural groups within Islam, we developed the following five key messages, which could be incorporated into any energy saving communications.
1. Leading from the Prophet
The people we spoke to believe that Muslims should live responsibly and considerately to benefit, maintain and preserve the earth to pass it on to future generations in an excellent condition Prophet Muhammad, peace and blessings be upon him, said “Don’t waste water even if you are on a running river”. The same is true for energy, we should not use more than we need, for to use something we do not need is wasteful, Allah (S.w.T.) says in the Qur’an do not squander wastefully… We should avoid excesses in all things. Allah (S.w.T.) says in the Qur’an “Eat and drink, but waste not by excess; “He” loves not the excessive”, (Al-A'raf 7:31).
Prophet Muhammad, peace and blessings be upon him, happened to pass by a Companion, Sa’d (Radi Allahu Ta'ala Anhu), as he was performing ablution (wudhu) next to a river. At this, the Prophet said, "Sa’d what is this squandering?" Sa’d replied: "Can there be an idea of squandering (israf) in ablution?" The Prophet said: "Yes, even if you are by the side of a flowing river.” – Ibn Majah
“Eat and drink: but waste not by excess, for Allah loves not the wasters." (Surah 7:31) 2. Leading from family values
For most of the communities we spoke to, it is important for them to educate the family, teach responsibility and set an example for young people. As in English there is the saying “Charity begins at home”, in Arabic it is “Al Ummu Madrasa”, Mother is the school. It is important to educate the family, teach responsibility and set an example for young people. Energy efficiency and money management in the home are a great place to start. Why not discuss these important issues during family time. You can start by talking about what you think uses the most electricity.
It is important to educate the family, teach responsibility and set an example for young people. #SmartMeters makes the family working together just that little bit easier.
3. No resource is infinite and there are more of us than ever in the world who need to share everything.
It is important to share resources, live lightly and reduce waste with a view to preserve resources for future generations.
Conservation of the environment, awareness and protection of natural resources is an integral part of Islam. As viceroys of Allah, we should use natural resources, including energy, in a sustainable manner in order to ensure that Allah’s Bounties continue. No resource is infinite, and there are more of us than ever before. With our global population rising we need to work on reducing our energy use now rather than later. Every household must play their part to make sure we can sustainably live together now and in the future.
The use of natural resources (ni‘matullah – the gifts of Allah) is a sacred trust invested in mankind. We are managers, not owners, beneficiaries not disposers
As viceroys of Allah, we should use natural resources, including energy, in a sustainable way. 4. Islamic communities suffer disproportionately when it comes to fuel poverty
People we spoke highlighted the importance for Muslims share knowledge through good deeds, helping others, living lightly and reducing waste.
Equity, social justices (adl), and public participation (shura) are cornerstones in Islam. So when it comes to fuel poverty Smart Meters are a great way to ensure that every household pays a fair price on their energy bills. With the Islamic communities suffering disproportionately when it comes to fuel poverty it is even more important to share the knowledge you have and help a friend, family member or neighbour you know to live lightly and reduce waste this winter.
#DeedofTheDay The Priority Services Register provides special care to vulnerable people in times of a power cut. Help someone sign up today, as it is our duty to help those in need. 5. The cheapest energy is the energy we don't use – Keeping fuel bills low is to use less energy as we cook, clean and heat our homes
We found that lots of Muslim households tend to have many people around, visiting or sharing meals. Because most rooms are being used at any one time and there’s a lot of cooking going on, it’s even more crucial to be able to heat the house and use resources in an efficient way. There are some small, simple things we can do to reduce the amount of energy we use in our homes. As we cook, clean and heat our homes we can make necessary adjustments to save a lot. Everyone in the family can take part and together are able to make considerate changes to the way they use energy in the home.
The cheapest energy is the energy we don’t use – #SmartMeters makes saving energy a little easier.
3 Things to consider, an example campaign The table below provides an example of things to consider when working with an Islamic audience from our Faith & Power work. It highlights the main areas to be considered, and steps that need to be followed, when planning and building your own communications campaign. To achieve the best results it is recommended that this is co-created with the target community. Following this, two specific examples are given overleaf, example 1 energy efficiency in the family and example helping the most vulnerable.
2. Insight & Segmentation
Things to consider for a campaign, an example from our Faith & Power work The Mosque is an important place to share good practices and messages about energy usage Engage trusted community leaders to support the work 1. Build Public & Link to charities, trusts or organisations working on this agenda, for example Big Energy political support Saving Network and the Energy Saving Trust. Islamic organisations, such as MADE, are well placed to support energy efficiency Social media could prove a useful platform for younger people. It is important to bring housemates and family members on board with activities Knowledge and education on how to save energy in the home is the primary barrier among this group. Particularly, how much energy given appliances consume There is a perception that children do not understand waste or sensible energy use Entrenched habits and traditions will present an initial barrier, despite a desire to save and Barriers conserve energy Housemates and family members, contemporaries and peers could present a barrier to certain energy saving activities; it will be important to bring them on board with messages and activities Perception of others and what they use (tragedy of the commons) There is strong spiritual motivator to not be wasteful. Prophet Muhammad, peace and blessings be upon him, said “Don’t waste water even if you are on a running river ”. Allah (S.w.T.) says in the Qur’an “eat and drink, but waste not by excess; “God” loves not the excessive”, (Al-A'raf 7:31) or ‘wear your beautiful apparel at every time and place of prayer and eat and drink. But do not be excessive – verily God does not love the wasteful’ (AlA'raf 7:31) Motivator Financial - There is a direct economic incentive to save energy in the home. Knowledge of how much is used / saved would act as a motivator; Smart Meters, where available, will offer greater visibility, control and understanding of this There is a moral and social motivation to save things so that other people can use them, and to help the most vulnerable individuals of the community. Learning new skills and ‘training’ is a motivator for all family members. Imams and community thought leaders play an important role in disseminating messages Perceived experts supported and introduced by trusted religious and community leaders Messenger will be important to provide materials, knowledge and know-how. Words of mouth and patriarchal/matriarchal support. Informal social networks such as local hubs, lunch-clubs, schools, clinics, etc. will also provide an appropriate support channel for the family “Eat and drink: but waste not by excess, for Allah loves not the wasters." (Surah 7:31) It is important to educate the family, teach responsibility and set an example for young people. SmartMeters makes the family working together just that little bit easier. As viceroys of Allah, we should use natural resources, including energy, in a sustainable Messages way. The Priority Services Register provides special care to vulnerable people in times of a power cut. Help someone sign up today, as it is our duty to help those in need. The cheapest energy is the energy we don’t use – Smart meters makes saving energy a little easier.
3. Goals
Example 1 – Energy efficiency in the family Improve general energy efficiency in the home by identifying and tackling sources of ‘waste’ Main goal
Specific goals
4. Activities
Engage
Enable
Encourage Exemplify
5. Measurement / demonstration of impact
Improve Energy Efficiency of families through simple action; tackling waste is of primary importance, encouraging responsible behaviours and education, this can include Turning lights and things off, not leaving them on stand-by, as well as reducing heating when unnecessary Make use of the Smart Meter where available Involve youngsters in less energy intensive activities and financial planning for home energy Engage the family members through talks and Khutba’s at the Mosque Support energy saving activities and practices in the home by providing information and sign-posting Workshops to help understand the importance and value of energy saving Giving training, support and access to information including leaflets, FAQs and best practice guidance, what and how to save energy Provide information and guidance on basic energy savings measures, link these to spiritual messages of Islam – leaflets with pictures Remind people of the spiritual importance of not wasting Demonstrate energy savings measures in monetary terms, this can be achieved through the Smart Meter and may offer encouragement and reinforcement Workshops, demonstrations, leaflets and best practice guidance Some young family members may be enthused by taking a public pledge on social media Objective measures Energy and money saved through smart meters or meter readings Subjective measures Increased understanding and willingness to reduce energy use
4. Activities
3. Goals
Example 2 – Helping the most vulnerable To help vulnerable people in the community by informing them about the Priority Service Main goal Register and winter warmth practices Inform elderly and vulnerable people about the Priority Service Register Informing vulnerable people through sharing advice and knowledge on winter warmth practices, such as: Specific goals heating only a few rooms Setting the thermostat to between 18-21°C To contact UK Power Networks and sign up to the Priority Service Register, to receive and understand the resilience pack and what to do in a powercut Engage the audience through talks and trusted messengers either from the family or the Engage community. Inform vulnerable people through social networks and peer-to-peer engagement Enable Provide information, offer support to understand and apply for PSR Outline the health benefits deriving from PSR and winter warmth practices, as well as the Encourage financial ones. Exemplify Provide examples from peers’ experience Objective measures Number of people signed up to the Priority Service Register 5. Measurement / Number of Resilience kits given out demonstration Subjective measures of impact Increased understanding and willingness to implement winter warmth practices Perceived thermal comfort
4 Creating your own campaign Let’s look at the key elements of a good social marketing campaign:
•Local volunteer champions – Local volunteers from the community who are, preferably, well known and already active are essential •Getting people togther – Bringing your volunteers together is effective for establishing roles, motivation and contacts. •Talk to the target audience – In order to develop real insight it is important to talk to the target audience. •Plan your activities -Who, what, when, where? Make use of exisiting activities, events and meetings
1
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The following tables are provided for you to create your own campaign. Much of this can be achieved by talking to the target audience.
Creating your campaign – things to consider Who is the target audience? Be as specific as you can 1. Target audience
What are you trying to achieve? The activity must be suitable to the target audience. 2. Overall goal
3. Build Public & political support
What institutions and social organisations are important for the target audience? How will you gain support from these groups to help create a positive culture of change?
What barriers either actual or perceived prevent the target audience making a change? Lack of knowledge, time, materials, habit?
4. Insight & Segmentation
Barriers
What factors could help motivate the target audience? Motivator
Who is best placed to deliver the message to the target audience? Teachers, community leaders, friends, family etc. Messenger
What is the message? Messages
Creating your campaign – things to consider (continued) How will your campaign engage your target audience? Engage
How will your campaign enable your target audience? Look again at the barriers
5. Four E’s
Enable
Making a change is difficult, how will the campaign encourage the target audience? Encourage
Having a good example to follow helps, how and who will you exemplify best practice? Exemplify
What subjective and objective measures have been used to identify the impact this work has had? What results have these generated? 6. Measurement / demonstration of impact
Green prayers for vigils (qiyam al-layl) and khutbahs From Holy Qur’an 24:35 Allah is the light of the heavens and the earth. Allah’s light Is like a niche in which is a lamp, the lamp in a globe of glass, The globe of glass as if it were a shining star, lit from a blessed olive tree neither of the East nor of the West, Its light nearly luminous even if fire did not touch it Light upon light! http://www.worldhealingprayers.com/6.html From Holy Qur'an 3:190-91 Behold! In the creation of the heavens and the earth, and the alternation of night and day, there are indeed signs for men of understanding, men who celebrate the praises of Allah standing, sitting, and lying down on their sides, and contemplate the wonders of creation in the heavens and the earth, with the thought: "Our Lord, not for naught hast Thou created all this! Glory to Thee! Give us salvation from the penalty of the Fire. http://www.greenfaith.org/resource-center/spirit/greenworship-resource/muslim-greenworshipresource/muslim-greenworship-verses-and-books Through the Silence of Nature by Hazrat Inayat Khan Through the silence of nature, I attain Thy divine peace. O sublime nature, in thy stillness let my heart rest. Thou art patiently awaiting the moment to manifest through the silence of sublime nature. O nature sublime, speak to me through silence, for I am awaiting in silence like you the call of God. O nature sublime, through thy silence I hear thy cry. My heart is tuned to the quietness that the stillness of nature inspires. http://www.worldhealingprayers.com/6.html Sufi Prayer for Peace by (Unknown Author) Send Thy peace, O Lord, which is perfect and everlasting, That our souls may radiate peace. Send Thy peace, O Lord, that we may think, act, And speak harmoniously. Send Thy peace, O Lord, that we may be contented and thankful for Thy bountiful gifts. Send Thy peace, O Lord, that amidst our worldly strife We may enjoy Thy bliss. Send Thy peace, O Lord, that we may endure all, Tolerate all in the thought of Thy grace and mercy. Send Thy peace, O Lord, that our lives may become a Divine vision, and in Thy light all darkness may vanish. Send Thy peace, O Lord, that we Thy children on earth may all unite in one family. http://www.worldhealingprayers.com/6.html
5 Sources of support & suggested reading
Priority Service Register (PSR)
Power Cut?
Smart Meters
Switch supplier, tariff or payment method
Citizens Advice
Warm Homes Discount
SGN
How can it help
Contact
UK Power Networks offer extra support for people who need it most in a power cut, PSR ensures that those who need help the most, get priority Power cuts can severely affect the wellbeing of the most vulnerable. UK Power Network offers a priority service to deal with such disruptions. Smart Meters can help you manage your bills by showing you accurate energy consumption throughout the home. Two thirds of people are paying too much for their energy and can save up to £360 a year by switching supplier or tariff
Call 0800 029 428 or visit www.ukpowernetworks.co.uk to find out more
‘You and Your Home’ Partnership team with UK Power Networks. Providing energy efficiency advice, energy bills support and access to local schemes For winter 2016 to 2017, you could get £140 off your electricity bill through the Warm Home Discount Scheme. The money isn’t paid to you - it’s a oneoff discount on your electricity bill between October and April. SGN provide gas to most of South London, contact them to report a gas leak or to get your property connected to gas
Contact 01473 298634
Call UK Power Networks (free) 0800 31 63 105 or simply 105 Contact you energy supplier to find out more. www.Uswitch.com 0800 6888 557 www.energyhelpline.com 0800 074 0745
Visit www.gov.uk/the-warm-homediscount-scheme/what-youll-get or call your supplier
Report a gas leak call (free) 0800 111 999 To find out more about getting a new gas connection visit www.sgn.co.uk or call customer services on 0800 912 1700
Suggested reading
Green Deen: What Islam Teaches about Protecting the Planet Paperback, by Ibrahim Abdul-Matin (2010)
A Greener Faith: Religious Environmentalism and Our Planet's Future, by Roger S. Gottlieb (2006)
The Environmental Dimensions of Islam, by Mūʼil Yūsuf ʻIzz al-Dīn (2010)
Energy in Islam: A Scientific Approach to Preserving Our Health and the Environment by Tallal Alie Turfe (2011)
