Developing a concept for a BMWi energy efficiency campaign stakeholder process

In December 2014, the German Government introduced the National Action Plan on Energy Efficiency (NAPE), a strategy directed at all societal stakeholder groups. The NAPE’s measures can only achieve the desired effect when the relevant actors and target groups are aware of them, when they acknowledge the worthiness of the policy’s goals, and when they make use of the funding being offered. 

The implementation of the numerous individual measures will thus be accompanied by a comprehensive communications and activation campaign from the Federal Ministry for Economic Affairs and Energy (BMWi). It will present the topic of energy efficiency in a positive way and spotlight its various advantages. The successful inclusion of stakeholders in the campaign activities will be central to the success of the activation strategy. 

The project’s goal is thus to support the BMWi in developing a comprehensive concept for systematically reaching and involving relevant stakeholders in the energy efficiency communications and activation campaign. The concept will identify relevant stakeholder groups, produce synergies and interlinkages between the stakeholder process and activation campaign, and give recommendations for the concrete design of the communication.

adelphi is responsible for working out the points of interface and links to the activities of the BMWi’s National Top-Runner-Initiative (NTRI). Beyond that, adelphi will carry out the qualitative review of the instruments developed and conduct the European policy analysis. The project consortium is composed of the German Energy Agency (dena), Prognos, and Best Friend.