Innovative energy efficiency

An Australian-first digital program helping households save energy.

Reduce Your Juice is an Australian-first program helping low-income households save money on their energy bills. It transforms the traditional approach to behaviour change into a fun, interactive experience that helps change household energy habits.


Reduce Your Juice began as a trial program led by CitySmart. It received funding from the Australian Government to trial new and innovative approaches to energy saving to inform future policy. During 2015, two rounds of Reduce Your Juice took place with a small group of low-income participants aged 18-35, who were renting in Brisbane, Logan, Moreton Bay or Redlands council areas. Over 600 participants completed the 8-week program, making it through all the tasks and challenges to unlock a major reward at the end.

Recently the Reduce Your Juice program ran in collaboration with Ergon and QCOSS to equip their customers with the tools and the education to lower their energy bills, and in late 2017 AGL adopted the program to target its hardship customers.

The challenge

To help young, low-income renters save money on their electricity bills by improving their energy efficiency behaviour.


Designing a ‘juice-reducing’ experience

To solve this challenge, CitySmart and its partners developed Reduce Your Juice – a unique behaviour-change program, combining gamified elements with a digital approach to help participants implement simple ideas to save money on their electricity bills.

The Reduce Your Juice experience is designed with the user at heart – making every interaction easy and using elements of fun and entertainment to motivate learning and facilitate change. It reimagines traditional energy efficiency content into a fun, interactive experience that is delivered in “bite-sized” portions to suits today’s always-connected, mobile consumer.



Mobile games

A series of mobile app games were the core of the program. They virtually engage players in key areas where they can ‘reduce their juice’. The mini-games, ‘Power Raid,’ ‘Temperature Defender’ and ‘Fully Loaded’ help players learn about turning off lights and appliances, heating and cooling, and washing and drying efficiently at home. Participants play each game consecutively for a fortnight to focus their efforts on one area of energy efficiency at a time.


The program is a unique ecosystem of games, a social media community, email, and SMS communications designed to progress users towards their goal of reducing their energy bill. Elements are integrated and ‘gamified’ using principles of game design to make the experience fun and rewarding for participants to learn about energy.


A social media community supports the app games and integrates with the digital communications to create a shared, social experience for participants. The community of ‘juice-reducers’ helps create engagement, assists participants to move through the program, and allows people to share and compare their experiences with their peers.


Reduce Your Juice includes a series of fun ‘Powerhacks’ and ‘Energy Quests’ to provide participants with ‘lifehack’-style activities they can use at home. These practical tips, tricks and ideas help participants think differently about energy efficiency, and easily apply their new knowledge in their lives to save money on their electricity bills. Check out the Ultimate Powerhack Guide.


Never before has saving energy been such a rewarding experience! Reduce Your Juice rewards the accomplishments of participants with a unique mix of gamified and real-life energy efficiency rewards. Participants complete activities and play each game for a minimum of 10 minutes to unlock their energy efficiency reward products and further enhance their energy saving efforts at home.




Awards and recognition

Reduce Your Juice has received the following awards:


National Energy Efficiency Awards 2015

Best Residential Energy Efficiency Project. 



BADC Awards 2015

Representing creative excellence within the Brisbane advertising and design industry.

  • Silver: Mobile Content Advertising – Games Online and Social
  • Bronze: Digital – Innovative use of Digital
  • Bronze: Digital – Visual Design.

Reduce Your Juice has also been awarded and nominated for the following:


CitySmart created Reduce Your Juice in conjunction with research and evaluation partner QUT and consortium partners Energex, Queensland Council of Social Service (QCOSS), The Good Guys, Evolution Marketing and Brisbane City Council. Reduce Your Juice received funding from the Australian Government to trial new and innovative approaches to energy saving.

Reduce Your Juice was brought to life with the help of a team of project supporters who helped make the dream into a reality. Special thanks to Mylestones Printing (Cerebral Palsy League), BoysTown, BCM, and Bigfish.

Contact Reduce Your Juice

To find out more about how Reduce Your Juice can work for your customers, please contact us below:

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