Families urged to cut use of energy in the home

A GOVERNMENT television advertising campaign starting this week will warn families that unless they cut down on energy consumption at home they are putting the earth's climate at risk of catastrophic change.

The 40-second commercial on the threat of man-made global warming in the next century is an attempt to change people's habits and make them save energy not only for the sake of money but for the sake of the planet.

Pollutant gases are increasing the amount of solar heat trapped in the earth's atmosphere. The most important of these is carbon dioxide (CO2), most of which comes from the burning of coal, oil and gas. More than a quarter of Britain's CO2 emissions are due to energy used in homes for heating, lighting, cooking and electrical appliances. The average household is responsible for seven and a half tonnes of the gas per year.

The advertisment, made by Collett, Dickinson, Pearce, is a cartoon with a child's voice narrating a poem. David Jones, its chief executive, said: 'Many people think global warming is the most important environmental issue. But we found confusion and ignorance when we did surveys, and it has fallen behind in the agenda lately.'

The Government is hoping that people will respond to the television commercial by ringing a telephone number - 0345 247347 - where they can receive further information for the price of a local call on saving energy. The campaign, which includes press advertising, is backed by free leaflets which give more detailed information about energy saving methods, the costs involved, and how quickly they pay for themselves through reduced electricity and gas bills.

Launching the campaign yesterday Michael Howard, Secretary of State for the Environment, said: 'Not enough people yet realise just how much unnecessary damage is caused by inefficient use of energy.

'Every time we use electricity, gas, coal, oil or central heating in our homes we are damaging our collective home, the earth. By taking the right measures, every home could save pounds 100 a year and reduce its annual CO2 contribution by one and a half tonnes.'

The Government has come under attack because despite pledging to cut energy use in its buildings by 15 per cent over five years, the latest figures show Whitehall energy consumption is rising. 'The Government's record is not good enough,' Mr Howard said.

At the begining of the month he chaired a meeting of 'green' ministers (those allocated to cover environmental responsibilities) from all government departments to voice his concern and ask for improvements.

He also accepted that asking the public to take voluntary action was not enough. Eventually 'more difficult measures' such as energy taxes and government incentives for saving energy would be necessary, he said.