CTO Assessment - European Commission

Elements of the New Campaign
Very ambitious targets having been
set (12% renewables for 2010; 22%
electricity generated from RE by
2010, a share of biofuels of 5,75% by
the same year, and the rationalization
and stabilization of the energy
demand to achieve an indicative annual
reduction in energy intensity by
an additional 1% per year above the
business as usual forecast) means that
major supplementary promotional
action is required at all levels – European,
national, regional and local.
The European Commission decided
therefore to launch a wide promotional
campaign on the theme ‘Sustainable
Energy’. This Public Awareness
Campaign launched in the frame
of the new multiannual Community
programme “Intelligent Energy –
Europe”, 2003-2006 (EIE), shall
cover the EU Member States, Accession
countries, and Candidate countries
and is intended to last for four
years, building on experience gained
with the EC Renewable Energy Campaign
for Take-Off (1999-2003). The
scope to be covered is the promotion
of energy efficiency and its approach
will be enlarged from that of the CTO
to embrace new promotion methods
and effective communication tools.
This Public Awareness Campaign
complements the activity developed
in the frame of other EC promotion
initiatives in the energy field, for instance
“Managenergy”, but does not
intend to duplicate nor overlap them.
The Public Awareness Campaign for
an Energy Sustainable Europe makes
a contribution across all the four fields
of the “Intelligent Energy – Europe”
Programme. For this reason it qualifies
as a horizontal key action within
the Programme. Its aims are the:
Improvement of energy efficiency
and the rational use of energy in
particular in the buildings and industry
sectors;
Promotion of new and renewable
energy sources for centralised and
decentralised production of electricity
and heat and their integration
into the energy systems;
Initiatives related to the energy aspects
of transport, including the diversification
of fuels, the promotion
of renewable fuels and energy efficiency
in transport;
Initiatives related to the promotion
of energy efficiency and renewable
energy sources in the developing
countries.
Aim
The Public Awareness Campaign for
an Energy Sustainable Europe aims
to bring about a change in the behaviour
of the main players concerned,
so that they commit themselves
to move towards efficient, clean
and sustainable energy production
and consumption schemes based on
solid foundations and thereby make
an explicit contribution to:
the Community efforts designed to
raise the part of renewable energy
in energy consumption in the EU
towards reaching 12% by 2010
and, notably, 21% electricity from
renewable energy sources and
5.75% of biofuels for transport;
stabilise and rationalise energy
consumption in order to achieve an
additional 1% reduction of energy
intensity above the business as
usual scenario;
promote clean and energy efficient
transport.
Changing behaviour through awareness
activities is a 6-step process,
starting with raising “awareness of
the problem”, followed by the “acceptance
of personal/corporate involvement”,
an “attitudes” phase, the
“intention” to change behaviour, the
“experimental behaviour” and, finally,
the “habitual behaviour”. Different
promotion/communication
methods and tools are required
throughout this process.
Set for a period of four years, the
Public Awareness Campaign for an
Energy Sustainable Europe will provide
indicative objectives to measure
progress and serve as benchmarks for
decision-makers and planners, disseminate
the results of successful
projects, spread best practices, promote
exchanges of experience and
know-how and support activity designed
to encourage European citizens,
companies and organisations to
invest in technologies and practices
that allow them save money whilst
having a positive impact on the environment.
It draws upon a defined set
of tasks which are comprised of pro-
Awareness Campaign
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