Cam­paign

ArabAd - - CONTENTS -

'Switch Off' and 'Gen­er­ate on the Roof' are two TV cam­paigns that re­cently rolled out rais­ing aware­ness to elec­tric­ity con­sump­tion. Pre­pared by the EU Funded Project SISSAF in col­lab­o­ra­tion with the Min­istry of En­ergy and Wa­ter (MOEW) and the Le­banese Cen­ter of En­ergy Con­ser­va­tion (LCEC), both TVCS were pro­duced by Rev­o­lu­tion Film.

It is a great ini­tia­tive com­mu­ni­cated in a catchy way us­ing col­lo­quial di­a­logues that play on words to raise in­ter­est as well as ap­peal for ev­ery Le­banese who en­joys a good laugh.

In the first spot, we are re­minded to al­ways switch off the lights that are not in use. This mes­sages, loosely trans­lated reads, ‘turn off the lights be­fore they turn you off ’. The sex­ual pun is quite ap­pro­pri­ate given the set­ting, which in the end finds a man and a woman in bed about to go to sleep.

The sec­ond TVC shows two fe­males hav­ing morn­ing cof­fee while dis­cussing how a mu­tual friend of theirs is ‘de­liv­er­ing’ on the roof. Here, the ac­tual mean­ing, as op­posed to the pre­sumed one, in­forms the view­ers that the neigh­bour in ques­tion has in­stalled so­lar pan­els and is gen­er­at­ing her own power rather than hav­ing a baby.

Both films aim to push the view­ers to start think green for a sus­tain­able fu­ture and to learn more about #Save_ En­er­gy_ le­banon.

The irony of it all, is that ra­tioning power is not even an op­tion for most as very few, if any, ar­eas in Le­banon en­joy an un­in­ter­rupted flow of elec­tric­ity. As a re­sult, and though the first TVC may come across as funny and en­ter­tain­ing, it re­mains ir­rel­e­vant.

The sec­ond how­ever, ac­tu­ally pro­poses a so­lu­tion on how to cut-down on con­sump­tion, when avail­able, by gen­er­at­ing your own power through the in­stal­la­tion of so­lar pan­els. On the other hand, such a pro­posal is not only costly and not fea­si­ble for some, but also poses its unique set of phys­i­cal chal­lenges in re­la­tion to al­lo­ca­tion and in­stal­la­tion. In other words and in all like­li­hood, not all rooftops can of­fer the space needed..

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