The Federal Ministry of Economics wants to reduce energy consumption in Germany with a wide-ranging campaign. Department head Robert Habeck (Greens) presented the advertising campaign on Friday in Berlin. It includes, among other things, appearances on social media, but also posters and digital billboards, for example at train stations. Energy and resources are used to create, transport and present the advertising media. The first stage costs 4 million euros, and the whole campaign probably involved more than the 15 million euros from the previous campaign, the ministry said. The campaign, which is called “80 million together for the energy change” with reference to the German population, should also include hotlines, events as well as funding and energy advice offers.
As before, Habeck tried a new double justification for more energy efficiency and the expansion of renewable sources: This way serves to protect the climate and at the same time makes Germany less dependent on Russian imports. In addition, it relieves households and businesses of costs. It’s about “not just wiping out Putin, but also looking better at yourself.” The original idea of advertising that everyone could save 10 percent of their energy without major restrictions was dropped on the advice of the consumer advice centers because this was not feasible for poorer people.