Awareness and behavioural change represent one of the key enablers of the National Energy and Water Demand Management Programme. They aim to promote the responsible use of energy and water, embed sustainable practices, and engage different segments of society in reducing consumption and conserving resources.

National Conservation Campaign "Save to Sustain"

The Ministry of Energy and Infrastructure, in collaboration with local entities, developed the National Conservation Campaign “Save to Sustain” in alignment with the National Energy and Water Demand Management Programme, covering the buildings, industry, transport, and agriculture sectors.

The campaign targets five main societal segments: students, households, employees, workers, and tourists. A total of 17 tailored programmes were developed based on the needs of the targeted sectors and audience groups, with the aim of promoting sustainable behavioural change in energy and water consumption. 

A national digital platform was developed for the campaign to serve as a reference for initiatives and practices related to energy and water conservation in the UAE. The platform enables partner entities to share activities, reports, tips, best practices, as well as conservation-related challenges and awards.

Measuring Awareness and Behavioural Change

The campaign adopts a data-driven approach to measure the impact of awareness programmes and changes in community behaviour. In 2018, the Ministry conducted a national study to assess awareness and behaviour related to electricity and water conservation. The findings supported the development of targeted awareness plans and programmes for different audience groups.

In 2024, the study was repeated to assess changes in awareness and behaviour following the implementation of the campaign’s initiatives, using the Behavior Maturity Index. Artificial intelligence was also used to analyse the results of the second cycle and identify areas for further improvement. 

Key Awareness Initiatives

The campaign includes a range of innovative programmes and tools designed to reach different segments of society, including:

• Switch Off, Take Off: An initiative that promotes conservation and sustainability messages through the aviation and airport sectors, reaching travellers and visitors. 
• Conservation Booklet: the Conservation Booklet provides practical guidance on reducing electricity and water consumption. It was developed in written, visual, and audio formats, in addition to a sign language version to enhance accessibility for different segments of society and People of Determination. 
• Sustainable Guidelines for Domestic Workers: the Sustainable Guidelines for Domestic Workers is available in 8 languages to promote sustainability practices and the efficient use of energy and water in daily household activities. 
• Sustainable Education Framework: Aims to support the integration of sustainability concepts into the national curriculum from kindergarten through Grade 12, in collaboration with the Ministry of Education and the Technical Committee for Awareness and Conservation. 
• Interactive Educational Games and Stories: Tools targeting children and young people to promote sustainable decision-making related to energy and water use through innovative learning methods. 
• Suntastic Initiative: An interactive awareness initiative aimed at enhancing knowledge of solar energy. It evolved from community activities into educational and institutional programmes. Its educational phase reached 569 students across 17 schools in all seven Emirates, and post-programme evaluation showed that 97% of participants recognised the importance of solar energy.

Source: Ministry of Energy and Infrastructure.