Joe Costello (Dublin Central, Labour)
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Question 47: To ask the Minister for Communications, Marine and Natural Resources the details of the new power of one energy awareness campaign; the measures he intends to introduce to accompany the energy efficiency public relations campaign; when he plans to introduce the national energy efficiency plan as required by the EU; and if he will make a statement on the matter. [33402/06]

Noel Dempsey (Meath, Fianna Fail)
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The Power of One campaign, which I launched on September 26th 2006, is a multi-annual, national awareness campaign focusing on energy efficiency and the benefits to consumers, the economy and the environment.

Energy efficiency is a major priority of Irish and EU policy and The Power of One campaign has been created in the context of one single overriding objective — to achieve real and measurable change in consumer awareness and behaviour on energy efficiency. The campaign will encompass:

Building awareness of the types and sources of energy we use and the costs and environmental impacts of their 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 tailored messages, roadshows and seminars; and

Highlighting and building on existing programmes and activities in operation on the island of Ireland and taking account of relevant EU policies and initiatives.

One of the initiatives of the campaign is the The Power of One Street which involves the creation of a virtual street that represents the key demographic and housing types across the country. Householders throughout the country can now apply to take part in this initiative via www.powerofonestreet.ie and these homes and residents will be monitored to assess energy efficiency behaviours and subsequent environmental and financial impacts and the results will be publicly available to show us what we, in our turn, can do. Residents will have the opportunity to win appliance upgrades and prizes based on their participation in the programme.

Overall the aim is to achieve behavioural change to a more energy-efficient lifestyle, at home and at work, by every Irish energy user, which will reduce energy use, have environmental benefits and reduce costs. The impact of energy price rises due primarily to global market trends can be reduced if energy demand is managed more efficiently and energy use is reduced.

The launch of the campaign which has included extensive airtime for the first television advertisement, media interviews, press ads and internet coverage will be followed by a series of 'Show me how' television and radio ads, which will outline specific areas of energy consumption such as appliance usage, lighting etc., where all consumers will be shown, through a human approach, how they can change their behaviour. The messages are targeted to encourage behavioural change within each of the key audiences and will be aired on TV, radio, billboards and in press, with back-up from web and free-phone enquiry service.

Discussions are ongoing with Northern colleagues as part of the range of shared energy initiatives to expand this to an all-island campaign over time. An all-island approach to energy efficiency will complement existing cooperation on renewable energy and overall work to deliver the Single Electricity Market.

The Energy End-Use Efficiency and Energy Services Directive requires that member states submit their first Energy Efficient Action Plan (EEAP) by 30 June 2007.