Campaign to Raise Awareness for Kenya Energy Label
Nairobi— In collaboration with the Kenya Energy and Petroleum Regulatory Authority (EPRA), CLASP launched the #KenyaEnergyLabel Campaign aimed at educating consumers on the utility and benefits of the new energy label. The digital campaign will run for 4-months (October 2020 – January 2021), focusing on key messaging around energy and cost-saving for appliances under the label program.
Rising income, availability of improved and efficient refrigerator units, and increased electrification of rural areas is leading to rapid growth of the domestic appliance market in Kenya. However, inefficient products can saddle users with high electricity bills and place further strain on the national grid.
In 2019, Kenya introduced its first energy label. Appliances under the energy label scheme currently include refrigerators, air conditioners and motors, but will soon include other appliances like lighting. Over the past year, CLASP and EPRA have conducted extensive market research to design a campaign aimed at empowering consumers to make informed purchasing decisions and driving them towards high-efficiency products.
Energy labelling is a critical component of national market transformation efforts. Labels enable consumers to make informed purchasing decisions, by differentiating high-efficiency products from average and low efficiency choices, and to make decisions based on the lifecycle costs of appliances. Manufacturers of appliances under the labelling program are required to display the label for all products sold on the Kenyan market.
The central campaign message, More Stars, More Savings, speaks to the five-star guide that demonstrates how much energy, and correlated energy expenditures, can be saved by purchasing appliances with higher star-ratings. Graphics and messaging like the example above will be advertised on social media and other digital platforms. Consumers are encouraged to review the detailed User Manual hosted on the EPRA website to understand label components.
If you are interested in participating in the campaign, please reach out to firstname.lastname@example.org with the subject line ‘Kenya Energy Label Campaign.’ You can follow the campaign on Twitter, Facebook and Instagram.