The executive has already initiated a double shock plan, expressed through the Greater Energy Security Plan, which includes measures in all areas to save energy. Reducing gas and electricity consumption in line with the EU and each country’s commitments and promoting the energy transition. With its advertising campaigns, the government aims to involve citizens in this effort to reduce the impact of the crisis and use energy responsibly in the midst of war.
Spain has voluntarily pledged to the European Union to reduce gas consumption by 15% over the average of the last five years, but has committed only a mandatory 7% cut in demand if Brussels goes on alert. effects of the energy crisis. now, Between August and January, Spain reduced its natural gas demand by 22% and electricity consumption by 7.5%, according to official data
The Ministry of Ecological Transition, led by Vice President Teresa Ribera, has allocated a budget of one m.maximum 3.6m euros to start a new advertising campaign, the second in less than a year. The Ministry has already started tendering through the Institute for Energy Diversification and Savings (IDAE) to seek advertising agencies responsible for the design and creativity of the campaign for up to 423,500 euros.
Then, the central government will go out to tender to buy 3.2 million more media and advertising space in other media. According to the information contained in the tender documents initiated by the Ministry, new batch announcements are planned to be published between June-July or alternatively between September-October.
One more step after ‘waste’
Between November and January, the government launched an advertising campaign to warn homes and businesses of behavior that unnecessarily wastes energy, under the controversial slogans of “Waste” and “Waste energy goes out too”.
Awards for the development and execution of the previous campaign amounted to €7.26 million (€377,500 for design and €6.8 million for ad space dissemination and acquisition), according to State Contract Platform records. completely, The Ministry of Ecological Transition will allocate just under 11m euros to both campaigns.Depending on the final price of the prizes, the competitions have now started.
The new campaign aims to be a step up from the first initiative: after raising awareness about energy waste and bad habits with the previous campaign, the new advertising strategy aims to highlight the economic and environmental benefits of energy savings and efficiency for citizens. promoting renewable energy sources through energy rehabilitation of homes or self-consumption.
“This campaign is about visualizing the benefits of energy and ecological transition. Transition from being a “scavenger” to being conscientious citizens at the center of the system, making their own decisions for their own benefit and the interests of the planet,” explains IDAE bidding documents. If the “Washers” campaign appeals to thrift and responsibility, the next step is to appeal to liberation and taking control “You decide now” or “You choose now”.