Campaigns and related activities

The Institute’s communication activity is aimed at raising awareness, training and informing the public and stakeholders about the guidelines, measures and resources available to promote the correct use of energy

IDAE communications

Institutional advertising and communication campaigns 

Regarding institutional advertising and communication aimed at the general public, public bodies operate under the auspices of Law 29/2005 of 29 December on Institutional Advertising and Communication, which establishes the regulatory framework within which campaigns are to be carried out. These campaigns must always be accompanied and supported by actions and programmes; campaigns on energy saving and efficiency have always been included in the National Energy Saving and Efficiency Action Plans (Action Plan 2005-2007, Action Plan 2008-2012 and Action Plan 2011-2020).

The awareness-raising campaigns carried out since 2004 have made it possible to ascertain the evolution of the profile of the Spanish consumer and to better target actions aimed at achieving quantifiable results in terms of energy savings (responsible use of heating, air conditioning, efficient driving, etc.).

As the Communication Campaigns fall within the framework of Directive 2012/27/EU, of 25 October 2012, on energy efficiency and in particular articles 12 and 17 thereof, as well as articles 9,10 and 11, they are subject to the methods set out in Annex V of the Directive, paragraph 1, for calculating the energy savings induced by measures to change consumer behaviour. These savings are included in the National Energy Efficiency Plan 2014-2020, under the measure “Communication actions aimed at the general public”.

2017 Campaign

With a budget of six million euros, the 2017 Campaign called “Pequeños Gestos/Small Gestures” has visibility in television, radio, print, advertising hoardings and other outdoor media, and digital media, through three campaign waves that will continue until November. It will also engage in wide ranging, informative social media activity.

The campaign’s main characters are a small group of animals that build a link with the audience by demonstrating the favourable repercussions of our small energy-saving gestures (for example regulating the temperature of air conditioning or heating, driving our vehicles efficiently or opting for public transport, or using hot water moderately), providing simple advice to achieve this.

 

The communication campaigns of MINETAD and the IDAE are carried out within the framework of Directive 2012/27/EU of the European Parliament and of the Council of 25 October 2012 and its transposition into our country through the National Energy Efficiency Plan 2014-2020, by which Spain undertakes to reduce energy consumption by 20% over this time period through a series of specific actions in the different consumer sectors. The economic resources come from the National Energy Efficiency Fund (FNEE) established by Law 18/2014, attached to the Secretary of State for Energy and managed by the IDAE. Its purpose is to finance support mechanisms for these actions, including education and awareness-raising measures. This Fund is financed by contributions from electricity suppliers and distributors in their capacity as parties obligated by law to contribute to savings objectives. 

As this is another measure of the Energy Efficiency Plan and is implemented with FNEE resources, this campaign must justify the results obtained to the European Commission in terms of final savings obtained, measured in tonnes of oil equivalent. The MINETAD has established that it can save a minimum of 16,000 tonnes of oil equivalent a year. In cumulative terms that will be 64,000 tonnes of oil equivalent to 2020.

More information about the Campaign at www.pequeñosgestos.es

 

Audio-visual productions

Since 2005, the IDAE has been working on a differentiated line of communication based on the production (either in-house or with third parties) of audio-visual material aimed at the general public. These productions have been designed to be broadcast through different media, such as television, Internet and even cinemas.

In 2013, the decision was taken to make all IDAE audio-visual materials freely available to the public. This audio-visual archive is made up of informative programmes on energy saving and efficiency (efficient driving videos, street lighting, microgeneration, energy saving in the home, etc.).

To do this, it was decided to use the advantages offered by the audio-visual internet channels YOUTUBE and VIMEO, setting up the audio-visual channels www.youtube.com/c/TVidae and www.vimeo.com/tvidae

The results have been conclusive and extremely positive: between 2014 and 2015, the IDAE channel on Youtube recorded 112,270 views (data from YouTube analytics) and the IDAE channel on Vimeo recorded 4,182 views (Vimeo data).

Among the most noteworthy content is the documentary “Energía 3D” (Energy in 3D), which was created for educational purposes and launched in 2013. It was released in cinemas equipped with 3D technology and is being screened regularly throughout the country. The documentary has two basic objectives: to place value on energy and to make students aware of the importance of saving it. The film is being offered to all schools in Spain through a call centre specially designed for this purpose from which calls are made to schools explaining the project to teachers. All the information about the project is available on the website www.energia3d.es

In previous years, and within this audio-visual line of communication, the series “Innovative Entrepreneurs” was produced and broadcast on the Spanish national channel Radiotelevisión Española (RTVE). This was an informative programme showing over 26 episodes how different Spanish innovative entrepreneurs have created technology-based companies, some located in Spain and others outside our country, related to energy saving and efficiency or renewable energies.