The GuardianThe Guardian

Could a behavioural change campaign save energy and cut Russian gas imports?

By Sandra Laville

23 Mar 2022 · 4 min read

There is a second world war poster showing a red-faced couple looking angrily at their daughter as she adds more fuel to their fire. The caption reads: “Save fuel to make munitions for battle.”

It was one of a series of public campaigning posters aimed at driving a collective response to the need to save energy for the war effort. The message was clear: stop using so much fuel, because it is needed for the fighting troops.

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