arafura january presentation out, page-7

Right, now i'm with you. I thought you meant Electro Stimulated Luminescence as is being commercialised by the company Vu1:

"Electron Stimulated Luminescence (ESL™) Lighting Technology is an entirely new, energy efficient lighting technology. ESL Lighting Technology uses accelerated electrons to stimulate phosphor to create light, making the surface of the bulb “glow”. ESL Technology creates the same light quality as an incandescent but is more energy conserving."

The ARU calc seems to be a bit out, it calculates to about 4,7g per light of europium. Since the europium is only a doping, and the component of phosphor that is doped with europium only makes up about 20-50% of the phosphor coating, i'd say they misplaced a decimal point.