The executive has already launched a dual shock strategy presented as the Greater Energy Security Plan. It encompasses actions across sectors to reduce energy use, cut gas and electricity consumption in line with EU targets and each nation’s commitments, and drive the energy transition. Through public awareness campaigns, the government aims to rally citizens to limit the impact of the crisis and to use energy more responsibly during wartime conditions.
Spain has voluntarily committed to the European Union to lower gas use by 15 percent below the five-year average, with a mandatory 7 percent reduction in demand if Brussels raises the alert due to crisis effects. Between August and January, official data show Spain reduced natural gas demand by 22 percent and electricity consumption by 7.5 percent.
The Ministry for the Ecological Transition, led by Vice President Teresa Ribera, has earmarked a budget of up to 3.6 million euros to kick off a new advertising campaign, the second in less than a year. The ministry has already begun tendering through the Institute for Energy Diversification and Savings to appoint advertising agencies responsible for the campaign design and creativity with a funding cap of 423,500 euros.
There will be a subsequent government call to purchase an additional 3.2 million euros worth of media and advertising space in other outlets. Tender documents indicate new batches of announcements are planned for June to July or, alternatively, September to October.
One more step after ‘waste’
From November to January, the government ran an advertising campaign to alert households and businesses about energy waste, using the provocative slogans Waste and Waste energy goes out too. The campaign was part of a broader effort to curb wasteful behavior and to promote smarter energy usage.
State Contract Platform records show that rewards for developing and executing the prior campaign totaled 7.26 million euros, including 377,500 euros for design and 6.8 million euros for ad space and dissemination. The Ministry of Ecological Transition plans to allocate just under 11 million euros to both campaigns, with prize amounts still subject to final pricing decisions. The aim behind these efforts is to strengthen the case for energy savings and efficiency and to encourage citizens to embrace renewable energy options through home energy rehabilitation or self-consumption initiatives.
Officials emphasize that the campaign expectations go beyond mere awareness. It is about illustrating the tangible advantages of energy and ecological transition. The vision is to shift from a mindset of simply trying to save money to a sense of personal responsibility and proactive participation in the energy system, with individuals making decisions that benefit themselves and the planet. As the bidding documents for the Institute for Energy Diversification and Savings note, the message seeks to move people from a passive stance to an empowered one, inviting them to act now and to feel the benefits of choosing responsibly.