Abu Dhabi Department of Energy launches strategic campaign ‘Use It Wisely’

use it energy campaignThe Abu Dhabi Department of Energy (DoE) has launched a campaign to conserve water and electricity and promote energy-efficiency among the residents

Focused on working with individuals and families in Abu Dhabi, the initiative comes in response to a call from HH Sheikh Mohamed Bin Zayed Al Nahyan, Crown Prince of Abu Dhabi, deputy supreme commander of the UAE Armed Forces, to instill energy saving as a national culture that promotes the conservation of natural resources to support the country’s food and energy security strategies.

‘Use it Wisely’ is rolled out under DoE’s ‘Our Commitment – Our Nation’s Power’ campaign launched in April to highlight the energy sector’s commitment to protecting the community and the environment and to underline the sector’s pivotal role in ensuring a secure, safe and reliable supply of energy that enables continued business operation for all vital industries across the emirate.

The ‘Use it Wisely’ campaign aims to influence energy behaviour by building on the community’s commitment to supporting Abu Dhabi’s sustainability efforts and promoting the preservation of natural resources. Lower energy use will help create a sustainable society and a clean, healthy environment for future generations.

Reducing carbon footprint of power generation

Meeting the UAE’s 2050 targets for a 70 per cent reduction of the carbon footprint of power generation and 40 per cent increase in energy consumption efficiency requires extensive changes in consumption behaviour of all residents. To stimulate the community to save energy at home, the ‘Use it Wisely’ campaign will rely on a socio-emotional approach that combines insights from behavioural change theories, innovative illustration of energy consumption and energy saving benefits, incentive mechanisms through competitions, and personalised energy saving tips.

The campaign will focus on awareness-raising activities as a short-term intervention that paves the way for launching a long-term, integrated energy behaviour change programme. The ultimate goal is to influence the energy behaviour of Abu Dhabi households towards reduced consumption, especially of energy that is needlessly wasted, and to encourage the practice of easy, yet critical sustainable choices, such as switching off lights when not in use, investing in LED lights, or only running full loads when washing clothes and dishes.

DoE chairman Awaidha Murshed Al Marar said, “Energy efficiency is a strategic priority for the transition towards a new energy era and enhancing it starts with individuals. Conscious and responsible use of energy at home has a direct impact on economic and energy security efforts that underpin Abu Dhabi’s sustainable development growth and ensure sustainable access to energy for future generations.” His Excellency added.

The campaign will run across a range of media channels with a focus on DoE’s social media platforms on Instagram and Twitter. It will feature a number of digital engagement initiatives including energy saving awareness tips, animated videos and online competitions that promote efficient energy practice as a social norm and reinforce family ties and community solidarity.

Alain Charles Publishing, University House, 11-13 Lower Grosvenor Place, London, SW1W 0EX, UK
T: +44 20 7834 7676, F: +44 20 7973 0076, W: www.alaincharles.com

twn Are you sure that you want to switch to desktop version?