The Energy Efficiency Action Plan for Europe presented by the Commission last October sets out a comprehensive range of proposed policies and measures aimed at realising at least 20% savings in EU energy consumption by 2020. The overall thrust of the Plan was endorsed by EU Energy Ministers in November last.
The objective is to deliver for Europe energy efficient infrastructure, buildings, appliances, processes, transport and energy systems. Energy efficiency has the potential to be the most effective and economical means of delivering on the challenge of reducing Europe's dependence on energy imports, reducing energy demand and reducing CO2 emissions. The Plan sets out 10 priority actions for transport, built environment power generation, economic sectors and individual consumers. The actions are underpinned by a programme of 57 measures which the Commission will progressively propose to Council and Parliament up to 2012.
It is essential that we have effective synergies between National Energy Efficiency Action Plans and action at European level. I have made clear that Ireland's ambitious approach to energy efficiency will fully reflect and underpin the comprehensive European Action Plan. An Energy Efficiency Action Plan for Ireland is being finalised by my Department working with SEI and other relevant Government Departments. I intend to publish the Plan for consultation in April.
I launched the national energy efficiency awareness campaign, the Power of One, in September 2006. The campaign involves: Building awareness of the types and sources of energy we use; raising awareness of the impact of inefficient use of energy in terms of increased costs to the user, the economy and the environment; informing and empowering the general public on best practices in terms of saving energy at home and at work; targeting individual sectors (e.g. industry, SMEs, schools, the public sector, the transport sector) with specific energy saving strategies; and building on existing programmes and initiatives on the island of Ireland and taking full account of EU developments.
To date €3 million has been spent on the campaign which includes the development of 8 television commercials last autumn which are airing up to June of this year, 7 radio advertisements running over the same period, an extensive press campaign to complement TV and radio, an on-line presence through www.powerofone.ie, media space and consultancy fees, as well as regional and sectoral modules. The campaign has also benefited from the involvement of EirGrid as well as ESB, BGE and other energy suppliers.
The reach of the Power of One campaign has been very significant with follow up research showing the television advertisements airing a total of 3,298 times with 84% of all individuals having seen the ads at least 5 times and the average frequency being almost 20 times. Similarly, follow up research shows the radio message has been heard at least 5 times by 81% of all individuals, average frequency being up to 23 times. Tailored energy efficiency messages in the national press have reached almost 2.5 million people with a further 1.5 million in the consumer press. The outdoor campaign has been seen by 948,000 individuals with advertisements featuring in 190 sites across the country. The Power of One message has also been seen by over 2 million people in cinemas nationwide. The dedicated website www.powerofone.ie has been visited by over 35,000 people and over 25,000 information packs have been despatched from our mailing centre. The majority of the population has been exposed to sustained energy efficiency messages and advice over the past 5 months.
I will shortly be launching Power of One Street which will track the energy usage of 8 families from all over the country. Each month the participants will be set a challenge to improve their energy efficiency and their progress will be monitored and reported on over the next 6 months. This initiative will drive home to everyone the simple changes that can be made to improve their energy efficiency and save on energy costs. Progress of the Power of One Street will be featured in media nationwide throughout the coming months.
As a key benchmark for the impact of the campaign, a quantitative questionnaire was developed at the inception of the initiative. This is designed to track attitudes and awareness to energy efficiency. This questionnaire was included in a nation wide study of 1,095 adults conducted across 60 sampling points around the country. Quotas are set on gender, age, social class and region to ensure it correctly reflects the demographics of the population. The next phase of this survey begins in the coming weeks and will be run again in July and October this year and in February and June 2008. The objective is to benchmark the overall awareness of the Power of One campaign and of energy efficiency and to generally measure the impact the campaign is having on individuals across society. Work is also underway to develop and enhance metrics for energy usage by consumers, large industry and SMEs.
Ongoing monitoring and measurements of energy demand undertaken by EirGrid and data collected by SEI will inform ongoing quantification of energy demand reduction. One useful immediate indicator of the effectiveness of an awareness campaign was the RTE radio programme, Mooney Show in association with the Power of One and EirGrid on Friday 19th January last. This programme featured intensive, practical and informative coverage on energy conservation, the need to reduce carbon dioxide emissions and demand management issues including avoiding the electricity rush hour (5-7pm) and more efficient lighting. EirGrid has advised that there was a noticeable flattening of demand, during the programme, amounting to approximately 3 megawatts which is the equivalent of 30,000 people all switching off one average 100-watt light bulb.
Energy Efficiency and energy saving strategies are a key priority for the Government and this will be reflected in the forthcoming White Paper on Energy Policy which will be underpinned by the National Action Plan on Energy Efficiency.