Over the past four decades, there has been a remarkable transformation in energy consumption and production. Considerable advancements have been achieved in both the adoption of renewable energy and the awareness within Spanish society regarding the necessity for improved energy management. In this context, the Institute for Energy Diversification and Saving (IDAE), which operates under the Ministry for Ecological Transition and the Demographic Challenge (MITECO), is spearheading an advertising campaign that emphasizes the technological and societal changes Spain has experienced since the 1980s.
The launch of this initiative coincides with the 40th anniversary of the IDAE (National Institute of Energy and Natural Resources), which has been instrumental in the energy transformation of our country. Alongside various institutions, the IDAE has enhanced awareness and comprehension of responsible energy resource utilization and has acted as a catalyst for Spanish society’s transition to a 21st century energy framework.
A letter addressed to the energy sector and encapsulated in the slogan “Dear Energy” (Querida Energía), presents a friendly and optimistic overview of ‘what we have changed and what we are going to change,’ highlighting the evolution of the energy system and the advantages this transformation has conferred upon Spain.
Proactive role of citizens
This campaign strongly acknowledges the collective accomplishments of Spanish society in the energy sector, but if further motivates citizens to adopt a proactive stance towards the necessary changes required for achieving a fully de-carbonised economy. Each component of the campaign encourages individuals to reflect on how minor actions in their daily routines can contribute to minimizing environmental impact and furthering the energy transformation of the entire nation. Utilizing graphic, audiovisual, and digital platforms, the campaign aims to shift societal attitudes in key areas such as self-consumption, energy-efficient housing, savings and efficiency, and sustainable mobility.