The main objective of this programme is to engender the belief that energy conservation and efficiency can and does translate into actual financial and social savings.
In effecting the mandate of the Energy Policy of Jamaica to transform the Jamaican culture from one of high energy consumption, and inefficiency, to one of efficiency, it is imperative that there be sustained public education. This new thrust is intended to correct any shortfalls of the previous campaign, and bring a wider understanding and adoption of an energy efficient lifestyle acrossall sectors in Jamaica. 
The current strategy will target four main groups:
(1) Householders: These have been included in the target group because they represent the largest consumers of electricity and gasoline, of the total national annual energy consumption.
(2) Businesses: There are significant opportunities for industry and commerce if businesses play an integral role in energy management.
(3) Schools: Since children are the future decision makers in the next generation, they ought to begin to develop the awareness and understanding of Jamaica’s energy situation in particular. Their teachers will first need to develop this awareness and understanding, so as to impart this knowledge to them. In order to broaden the base of interest in the theme of energy conservation, essay and poster competitions will be conducted each year throughout the period 2008 - 2013. This will lead to the establishment of energy clubs in schools.
(4) Public Sector: The public sector is particularly targeted with the promotion and practice of energy conservation/efficiency. Government must continue to lead by example in energy efficiency and conservation because it is the only way the programme will have credibility.
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