(pp.131-156) N. G. Aswad, Y. Al-Saleh and H. Taleb ‘Clean energy awareness campaigns in the UAE’, IJIKMMENA, Vol. 2, No. 2, 2013
Purpose: This paper presents an overview of recent public awareness campaigns on CE issues in the Gulf Cooperation Council (GCC) region. It also provides an in-depth case study of the United Arab Emirates (UAE), examining the obstacles and successes such campaigns have encountered in the country. As part of this work, the objectives of these CE awareness campaigns, the groups they have targeted, the institutions behind them, the level of support they have garnered and their impact are assessed.
Design/methodology/approach: Besides a critical review of various secondary sources (publicly available and otherwise), the paper reports on the findings of in-depth interviews conducted with several professionals engaged in CE awareness-raising activities in the UAE.
Findings: It has become apparent that most of the CE awareness initiatives conducted in the UAE have focused on the demand side-energy management, whilst overlooking the need to create an enhanced awareness of energy sources used. Moreover, the paper identifies a number of potential success factors for CE awareness initiatives, such as embedding carefully targeted messages that appeal to the audience of the campaigns.
Originality/value: The paper provides policy recommendations on the most suitable ways to engender awareness of the benefits of CE as a means to achieve sustainable development goals and how to most effectively stimulate public participation in the UAE, and across the GCC region.
Keywords: Gulf Cooperation Council, UAE, Clean energy, Public awareness campaigns