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Why is the national campaign for electricity consumption guidance?

The electricity is one of God's blessings on human beings. It is today the backbone of the modern commerce and the first requirement for development to every community seeking advance and progress to its people. Our cherished Kingdom has witnessed significant growth in production and distribution of electric power due to the growth of different governmental sectors, infrastructure enlargement, and citizens increasing income levels.  

As a result of this growth, it is necessary to guide this energy consumption and maintain it and increase its efficiency and optimal use to ensure continuity.

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How can the selection of the slogan and its color be interpreted?

The Logo consists of a background that includes the colors of blue light in the upper part which is a reflection of the color blue sky; green color that represents fertile land, mediating both comes two hands in white color holding a burning lamp, which reflects the care and attention, and rationalization, and the maintenance of electricity.

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Why is the selection of the "lesser cost" as a brand for the campaign?

"Lesser cost", the words summarize the content of many of the signs of being inspired by the everyday language of communication between members of society, it is direct and clear, and its overall objective is achieving self-interest of each participant through saving his money when following rationalization methods. Through a very simple effort, he can save much of the value of consumption of electricity bill; we found that, after study done by a group of experts and professionals that the proportion of waste is ranging between 30-45%.

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On what Basis were the above ratios indicated?

Through a range of professionals

this group studied the consumption patterns for each category of consumers :in accordance with the following manner

	درStudying the pattern of residential consumption, which makes a large proportion in terms of energy consumption (about 60%) in order to improve the level and efficiency of the devices and electrical equipment, especially air conditioners, which is the first device responsible for increasing the electrical loads due to intensive use during the summer and low or no .means of insulation in buildings
	With the growth of trade and the establishment of many commercial centers and markets and large multi-food stores, there was a need to study the requirements of this great development and rapid growth in those markets and commercial centers in terms of energy demand and thus create the foundations and standards in how to efficiently consume energy and how to operate the electrical machinery and equipment With .high efficiency in the consumption of electric power
	The development of air-conditioners to suit the industry's airspace climate (wet and dry) in the Kingdom and access to the standard figures could be adopted and applied by local manufacturers and importers to the industry (known as Energy Efficiency Ratio, EER)
	درStudying the obvious waste in lightning and using electrical appliances and equipment in government buildings and manifestations of excessive power consumption, and therefore reaching specific standards to reduce energy consumption through the use of machinery and equipment with .better performance, more efficient and less consumption

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What is the overall objective of this campaign?

The overall objective of this campaign is to reduce the overall waste by 30% during the coming five years.

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How can such objectives be achieved?

:By the following mechanism

	The first year: 10% (this stage needs intensive and concerted efforts to carry out awareness campaigns and education of propaganda ad for rationalization in the consumption of electricity in all media print, radio and unforeseen, and to give lectures and distribute pamphlets and .posters, visits to schools and educational institutions
	Second year: 15% visit factories and make sure to correct the power factor (these efforts in collaboration with the Ministry of Electricity and Water and Electricity Company), also urge the mosques visitors in the necessity to rationalize the consumption of electricity in mosques, where there is waste in consumption representing in the chandeliers, conditioners and lighting despite the efficiency of natural light, as well as awareness of the benefits of segregation in housing and in particular the .need for its presence in urban
	Third year: 20% with the emergence of the impact of awareness campaigns, education and cooperation of stakeholders along with proper use of power, this ratio can be achieved.
	Fourth year: 25% ratio can be achieved with the expertise availability after cutting stage in the process of rationalization and adoption of many sectors of the principles and foundations of behavior and rationalization and carrying out many of the requirements for their benefits in reducing the cost of the bill and its importance in maintaining the potential .sources and boost the economy National levels
	Fifth year: 30% ratio can be accessed after a long march, including the devoted efforts and the accumulation of experiences and know a lot of ways and means in the field of electrical energy saving, and consumers in .all sectors targeted have acquired high levels of culture

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What segments are targeted in this campaign?

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What is the mechanism of assessing success to this campaign?

Assessment mechanism will depend in this campaign on two approaches:

	Approach I: choose a search sample of each of the categories targeted by the campaign in cooperation with the Saudi Electricity Company, which will monitor and analyze the electrical consumption of selected .samples before and after starting the campaign
	Approach II: the ministry, in collaboration with specialized research and Knowledge Company, will measure the success of the campaign. This will be done through several channels of communication tools targeted to all segments of the participants in the residential, commercial, industrial and government sector.

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Is there an established ratio of power waste in the Kingdom?

Yes, there is a specific percentage of the total waste of electricity in the :Kingdom of up to 45% so divided as follows

	Residential waste in consumption: between 35 to 45%
	Commercial waste in consumption: between 40 and 55%
	Waste in government consumption: between 30 to 40%
	Industrial waste in consumption: between 30 to 40%

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?Who are the sponsors of the campaign

	Saudi Company for electrical and mechanical services
	BMCO company for Contractors
	Zamil Industrial Investment
	ABB Group of companies
	Al-Abed Al-Karim Holding Group
	Saudi Electricity Company
	National Program for the management and energy saving

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?Have there been similar campaigns elsewhere in the worl

Yes, the implementation of this kind of awareness-raising campaigns were executed in many countries of the world, this proves the importance of the rationalization of electricity, especially in today's world that is plagued by many environmental risks.

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How can a citizen inquire about the rationalization means?

Contact Center has been allocated at the Ministry of Water and Electricity to respond to calls and public inquiries, and provide any necessary explanation on aspects of waste and methods of rationalization.

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Are there any publications dealing with the campaign?

Yes, there is a monthly statement for the campaign that takes care of media coverage of all events of the campaign, this publication is divided into several specialized sections, and is directed by a team of editors and correspondents located in different towns in the Kingdom.
Also, a series of leaflets addressed to the residential, commercial, industrial and governmental sector, to provide a range of brochures advice and guidance to help achieve an advanced level of awareness in the methods of rationalization.

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Is there a media and advertising plan accompanying this campaign?

There will be a media plan and ad campaign to keep up with, in addition to the direct advertisements of the campaign, there will be two expeditions, a permanent one at the ministry, and the other is mobile and includes 16 cities, in addition to the competitions which will be through newspapers, as well as the advertisements on roads, screens and mobile phone messages, and paragraphs To increase awareness of the relevant television campaign.  

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