The Department of Communications, Marine and Natural Resources appointed a consortium to develop an integrated advertising, media and public relations campaign to promote energy efficiency to the Irish public. The initial contract is for 2 years. The objectives of the campaign were fourfold:1.Building awareness about the types and sources of energy, their costs and environmental impacts.2.Raising awareness about the impact that inefficient energy use has on driving up costs and their economic and environmental impacts.3.Inform and empower – home, business and sectoral users on best practice energy savings.4.Compliment existing programmes across Government departments.

The campaign is split into 2 phases. The first phase, Tell Me Why, was launched in September 2006 with a PR campaign, a 40 second TV commercial and a nationwide outdoor campaign. The aim of this was to launch the campaign and to highlight the impact inefficient energy use in the home is having on the environment.

The second phase of the campaign, Show Me How, focused on identifying the simple changes that individuals can make in their everyday lives to be more energy efficient. This element runs until July 2007. It runs across TV, radio, press, online, campaign website and an extensive PR programme.