Annual Report 2018-19

In 2019, we launched an information campaign to help Victorians navigate the energy market and understand new energy protections that came into effect on 1 July. 

Our campaign centred on a simple, informative and concise online hub: www.vic.gov.au/itsyourenergy

What our research found

Our campaign responded to survey data we collected from more than 800 respondents that illustrated many Victorians did not understand their energy rights.

We also developed information to ensure we reached vulnerable or hard-to-reach community members. 

‘It is important that people from culturally and linguistically diverse (CALD) communities are aware of their energy rights and feel empowered to exercise them.’ Sarah McDowell, Director of Energy, Essential Services Commission

_{Chart source: Source: Essential Services Commission energy rights campaign audience pre-launch survey, June 2019}

New reforms offer better protection for energy customers

New energy protections from 1 July 2019 included a ‘best offer’ on energy bills, a consumer fact sheet and the Victorian Default Offer. The new consumer protections were recommended by the 2017 independent and bipartisan review of electricity and gas retail markets. 

Our strategy focused on energy reforms that came into effect on 1 July 2019:

• Customers currently on simple standing offers will automatically be transferred to the Victorian Default Offer. Other customers can ask to switch to the default offer (electricity only).
• Energy companies must tell customers whether they’re on their best energy plan and how much the customer could save by switching to that plan (electricity and gas).

Energy companies will also have to provide customers with a fact sheet showing key information about available energy offers (electricity and gas).

The campaign highlighted new protections for people having trouble paying their bills. 
The new payment difficulties framework, which came into effect on 1 January 2019, requires retailers to help prevent people falling into debt to their energy companies.

How our campaign worked

We used eye-catching artwork to ensure consumers were more aware of their new rights and the obligations of energy companies.

Our campaign strategy helped us convey information about these energy reforms to a consumer audience in a way that was accessible, clear and empowering.    

We reached out to the community through channels including: 

• press (state and regional)
• social media (Facebook and Twitter)
• regional radio
• digital (website ads)
• consumer, regional and industry press.

At least 2.2 million Victorians over 18 heard, saw or read about their new energy rights between 24 June and 19 July in 2019. Overall awareness about the reforms increased by an average of 34 per cent (from 23 to 31 per cent).

We reached more than 200,000 people on Facebook, while 1.1 million shoppers and 662,000 commuters saw our advertisements in communal spaces like shopping centres.

The project worked particularly well with older Victorians and regional communities, who registered the biggest increases in awareness.