Awareness and education campaigns are information-based instruments which can help to raise awareness of the benefits of energy efficiency at all levels in industry. By making the lifetime costs of available technologies more transparent, these instruments make it easier for firms to choose energy-efficient options.

The instruments have no direct impact on production costs or greenhouse gas emissions, but they can affect stakeholder perceptions and decisions. In effect, public awareness and education campaigns can boost industry capability and willingness to adopt what had been considered high-cost and -risk technologies.

Although fairly easy to implement, they require public funding and institutions to organize and develop campaigns. To be effective, the campaigns must target management and technical personnel, other stakeholders (such as industry associations and government departments), the financial sector (on topics such as the profitability of industrial energy-efficiency investment projects) and the community at large – all at the same time.