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Winter-long Energy Efficiency Drive Launched in South Africa

Contributed by Fran Humber
Added: 13 June 2007

The National Energy Efficiency Agency is poised to become the leading voice on energy efficiency issues in South Africa, with the launch of a winter-long awareness campaign.

In conjunction with its key partners - the Department of Minerals and Energy, the National Energy Regulator of South Africa (NERSA) and Eskom - it is hoped the NEEA will deliver significant energy savings and help avoid power cuts.

Currently, during peak demand the 'Power Alert' running on TV is proving a success, reflecting a public willingness to save power.

The NEEA's Acting General Operations Manager, Barry Bredenkamp, explained: "When the alert turns red, people are responding by turning off non-essential appliances, causing a significant dip in demand.

"This is very encouraging, as it shows South Africans are willing to do their part to save energy. I believe an excellent opportunity exists to change people's attitude to energy consumption."

To capitalise on public awareness and interest, a national television advertising campaign began on June 1 to create an educated public. It will run until the end of August.

The mains aims of the NEEA campaign are to:

  • Work with commercial partners to promote practical energy efficiency measures among their employees and to the broader public.
Current partners are Nedbank, Clicks, Pick ‘n Pay and Finish.
  • Work to improve consumers' efficient use of energy – whether they are commercial or private - and their abilities to save energy through upgrading old technology.
  • Stimulate public and stakeholder interest and debate in energy issues.
  • Make sure energy efficiency does not become a byword for electricity efficiency - the NEEA is concerned with the efficient use of gas, liquid fuels, renewable energy and all energy-intensive processes.
Bredenkamp cautioned that SA still had a way to go.

"South Africa lags well behind Western Europe and America when it comes to energy consciousness and the importance of saving power wherever possible - it is critical this attitude is changed."

"We want to develop 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."

Bredenkamp said: "Our commercial partners are right behind us in this campaign, and they are definitely not the only ones who want to be involved. I believe other companies will help turn this from a campaign into a national movement."

The NEEA began operations in April 2006 and is a division of the Central Energy Fund.

Editors: for interview opportunities and more information, contact: Jennifer Heslop on 011 807 7559 or 083 778 1729. Email: jennifer@...






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