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South African Energy Efficiency Agency launches R17million Energy Efficiency Drive

Contributed by Fran Humber
Added: 15 May 2007

The National Energy Efficiency Agency is poised to launch a R17m consumer and stakeholder awareness campaign to highlight energy conservation - and how everyone can be involved.

Beginning on Friday, June 1st the National Energy Efficiency Agency (NEEA), will begin a consumer advertising and PR campaign designed to trigger more energy efficiency awareness in the South African population.

The NEEA's Acting General Operations Manager, Barry Bredenkamp, said: "South Africa lags well behind regions like Western Europe and America when it comes to energy consciousness and the importance of saving power wherever possible."

"We want to change South Africans into energy conservers by nature - not only will it help protect our environment, it will help people save money on their utility bills too."

To help get the initial message to consumers, the NEEA has teamed up with four partners - Nedbank, Pick 'n Pay, Clicks and Finish (the premium dishwasher detergent brand).

Bredenkamp said: "Our four partners are right behind us in kicking off this campaign, but they are definitely not the only ones who have shown a desire to be involved. We believe other companies will help turn this from a campaign into a national movement."

While saving electricity is a fundamental pillar of the campaign, the NEEA is keen to promote efficiency in other energy areas - chiefly the petroleum and gas sectors.

Key consumer messaging includes:

  • Encouraging the use of energy efficient bulbs (CFLs) over incandescent bulbs.
  • Encouraging responsible use of dishwashers over hand washing eating and cooking utensils - A Bonn University studied proved it used less electricity and less water.
  • Urging consumers to choose electrical appliances that carry NEEA energy efficient logo.
  • Promote fuel efficient cars over 'Sandton gas guzzlers'.
Besides the consumer campaign - which will feature television, print and radio advertising, the NEEA will begin a drive to bring stakeholders on board.

"Everyone in the energy chain - from policy making politicians, producers, distributors and consumers - be they private, public or industrial users - is a stakeholder and we want them to join us," added Bredenkamp.

The first cycle of the campaign will last through the three energy-demanding months of winter, but later cycles will include more partners and more media activity, added Bredenkamp.

The NEEA began operations in April 2006, and is a division of the Central Energy Fund, which in turn is part of ESKOM

For more information visit: www.cef.org.za.


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