Thursday, June 30, 2011

DEWA to launch conservation campaign to reduce appliance usage

Reduce consumption during 12 noon to 5.00 p.m.

Dubai Thursday 30th June, 2011: In-line with Dubai Electricity and Water Authority’s concerted efforts to raise the awareness and present the necessary tips and measures to reduce the utility consumption rates in Dubai, the Authority has developed a tactical integrated communication campaign aimed at encouraging residents to commit to using utilities in a rational manner.

The campaign has been designed to promote, raise awareness and educate residents on the important role they play in conserving natural resources by limiting their usage and unnecessary wastage of electricity and water by being committed to a number of tips and measures, especially when demand is at its highest during the Peak Load months of July and August between 12.00 noon and 5.00 p.m.

The innovative campaign takes critical environmental messages to the consumer in a friendly and informative manner by bringing to life animated household appliances that become delighted at the opportunity of taking a daily break between the hours of 12 noon and 5.00 p.m.

Commenting on the Peak Load campaign HE Saeed Al Tayer, Managing Director & CEO of DEWA said: “This campaign was launched in-line with Dubai Government environmental strategy to achieve the sustainable environment and reinforcing DEWA’s role to raise the awareness and educate our society.”

HE Al Tayer added: “We usually work on engaging residents with innovative conservation campaigns that bring environmental concerns to the forefront through well-informed materials, and to present all the information, tips and guidelines, which help them to commit to the rational conservation practice, invariably to reduce the consumption rate of the emirate.”

HE Al Tayer continued: “In DEWA we adopt a strategy that aims to reach all society segments in the emirate, to increase the awareness of environmental issues and safeguard planet Earth. During the last few years we have witnessed the highest consumption levels of water and electricity during the summer months’ peak hours. This encouraged us to adopt the idea of reducing consumption during the Peak Load and give a break to the household appliances and daily chores during this time. Our customers consistently participate in safeguarding the utility system’s efficiency and help build a greener, safer world for future generations.”

Speaking on the initiative Amal Koshak, Senior Manager - Demand & Tariff Management commented: “The Peak Load campaign is an innovative way of communicating to the Dubai community the important messages on how to conserve our natural resources. There are many ways people can reduce consumption during the Peak Load hours, as well as not using household appliances such as the washing machine, iron or vacuum cleaner; people can turn their air-conditioning down to 24, turn off all standby buttons when they leave a room and ensure that they water their garden early in the morning. This is one of the most innovative campaigns undertaken by DEWA by way of the informality and important information it has, it was also done in a very creative, fun and unforgettable way.”

Amal continued: “The Peak Load campaign in which general household appliances are brought to life as characters eager to explore how to spend their free-time, is a friendly, light-hearted, thought-provoking and memorable initiative that will promote awareness and ultimately influence good consumption behaviour.”

The Peak Load campaign will be rolled-out across the Emirate in July and will run on multiple communication channels including television, print and digital medium.

For more information about the Peak Load campaign and tips on how to conserve visit

About DEWA

The Dubai Electricity and Water Authority (DEWA) is a local utilities provider responsible for delivering and managing vital electricity and water supply to customers across the emirate of Dubai. Across all of its operations DEWA aims to provide the best possible customer services with reliable, clean and safe electricity and water.

DEWA was established in 1992 following the merger of Dubai Electric Company and the Dubai Water Department which had both been operating independently since 1959. Today, DEWA has a workforce of over 8,000 employees each striving to deliver the highest standards of services with consistency and reliability.

In line with its vision, and in keeping pace with international developments in technology, DEWA became one of the first local authorities to be completely e-enabled. Its website reflects the organization’s ongoing efforts to communicate effectively with its customers and to provide eGovernment services and up-to-date information for online users.

For more information, please visit:

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