DEWA launches ‘Do Good to Planet Earth’ home appliances campaign

Press release
Published May 6th, 2012 - 12:28 GMT

Dubai Electricity and Water Authority (DEWA) has launched the Home Appliances Campaign with the theme ‘Do Good to Planet Earth,’ to spread awareness about the importance of choosing environmentally-friendly home appliances which can help significantly reduce water and electricity consumption. This supports the strategy of the Government of Dubai to create a sustainable future for the Emirate and reinforce its position as a global hub for finance, business and tourism. 

The Home Appliances Campaign will be launched and leveraged through a series of communication platforms for Dubai’s communities, focusing on efficient and environmentally friendly alternatives when shopping for home appliances. 

“DEWA’s efforts are evident throughout this campaign, as they fit with the nation’s long term ‘Strategy for Green Development’ under the patronage of His Highness Sheikh Mohammed bin Rashid Al Maktoum, Vice President and Prime Minister of the UAE and Ruler of Dubai, and Dubai’s vision to reduce energy consumption by securing our precious natural resources and finding energy-efficient solutions. We also want to reduce energy consumption and wastage as part of our efforts to protect the environment and planet Earth itself as part of our long-term goal for sustainable development,” said HE Saeed Mohammed Al Tayer, MD & CEO of DEWA. 

“Achieving long-term environmental sustainability requires efficient management of resources and deploying clean-energy techniques for energy integration and development.  Therefore, it is essential to focus on guiding the public to improve their ways of energy consumption, not merely by reducing usage but also by using the right environmentally-efficient technologies, to drive greater individual and social contributions to sustainability,” added Al Tayer. 

“DEWA, through this campaign, continually aims to inform and educate all sectors of society in an easy and friendly manner.  Through the Home Appliances campaign, home appliances are personified into approachable cartoon characters, speaking and guiding our audience on ways to reduce electricity and water consumption,” said Amal Koshak, Senior Manager of Marketing Communication at DEWA.  

“DEWA is taking this further by providing special tutorial sessions on various appliances available in the market, and how they can aid in reducing electricity and water consumption. 

“A few years back, several international companies started the production of environmentally-friendly home appliances in the face of the onset of global warming.  They are now returning to the market with more-advanced technologies, which match our goals to secure a more sustainable lifestyle for the future,” said Koshak. 

Throughout the six-week Home Appliances Campaign, DEWA will be directing its messages through a series of workshops, to a large audience, not just consumers, but brand owners, retailers from the electronic industry as well as DEWA customers, on the best methods and benefits of using environmentally friendly home appliances.  

The appliances included in the campaign are washing machine, refrigerators, air-conditioners, dishwashers and light bulbs.  DEWA will also draw synergies from other energy conservation campaigns by reaching out and engaging with residential sectors of the community about the most efficient home appliances.  

The Home Appliances campaign will coincide with DEWA’s ‘Peak Load Campaign,’ which is launched in the summer each year when energy consumption is at its highest. The Peak Load Campaign is used by DEWA as a way to promote more responsible behaviour towards energy consumption. 

DEWA will also use social media sites like Facebook and Twitter as well as the official DEWA website as primary communications platforms to spread the word about ways to save energy. 

Background Information

Dubai Electricity and Water Authority

The Dubai Electricity and Water Authority (DEWA) was formed on 1 January, 1992, by a decree issued by His Highness Sheikh Maktoum bin Rashid Al Maktoum to take over and merge the Dubai Electric Company and the Dubai Water Department that had been operating independently for several years until then.

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