Pretoria — 49M, South Africa's biggest energy saving movement, has called on all South Africans to save energy this winter.
The campaign, which is fast becoming a trendsetter by challenging citizens to live energy efficient lives, has been well received through a nationwide creative campaign reminding all of the power they have to make a difference.
The campaign now has new television and radio commercial adverts that not only emphasise the importance of saving electricity but also shows consumers that 49M is really putting its money where its mouth is.
The television commercial literally saves power by only using a black screen and uses audio to communicate the message to save energy.
The commercial opens with a black screen, with small white copy and audio telling the viewer that every little bit of saving helps. The radio commercial also calls on listeners to start saving the little they can, as it will help ease the pressure on the national grid.
The campaign can also be seen on billboards in metropolitan areas and townships across the country.
These adverts are aimed at motorists and commuters in transit. Black 49M branded taxis will also hit the streets soon - an initiative that will take the 49M brand to new heights.
"The purpose of this outdoor campaign is to remind all South Africans to do their bit to save electricity during the hardest months of the year where demand increases drastically as research has shown that for every degree the temperature drops, electricity demand increases by up to 700 MW during the evenings," said Kheepe Moremi, 49M's ambassador.
A lot has been done since the campaign was launched just over a year ago. Recently, the movement called on all South Africans to participate in Earth Hour on March 31 by switching off all unused electricity appliances.
South Africans heeded the call and saved a whopping 402MW, enough electricity to power the city of Mangaung (Bloemfontein) for a day.
To date, the campaign has reached more than 40 000 South Africans in one-on-one conversations and over 7 million people through the above-the-line campaign.