European leaders have launched a new campaign to encourage consumers to make resource efficiency a habit.
The "Generation Awake. Your choices make a world of difference!" programme was unveiled today in Poland by European Environment Commissioner Janez Potočnik and Polish Environment Minister Andrzej Kraszewski.
Its aim is to raise awareness about the need to use scarce natural resources wisely, and to encourage citizens to think about their impact on the planet when making purchasing decisions.
Environment Commissioner Janez Potočnik said: "With our economy in difficulty and our resources dwindling, it's time to start rethinking some of our habits. Using resources more carefully not only helps protect the environment, but saves money and reduces business costs. It's about using less to do more. Everyone can do their bit. We just need to wake up!"
The key message of the campaign is 'consume differently, and think before you choose'. By making the right choices we can all help preserve natural resources, save money, reduce our impact on the environment and make our future more sustainable.
The main tools are a viral clip, a dedicated website and a Facebook page where visitors are encouraged to join "Generation awake" and accept challenges, like using only public transport for a month or reducing showering time to save water.
The Europe-wide campaign is being launched in Poland, which currently holds the rotating EU Council Presidency. The launch event in Warsaw features a stand where visitors will be given tips on sustainable cooking, fashion, and efficient energy use, and a public debate on "Your choices make a world of difference", featuring Janez Potočnik, Minister Kraszewski, and representatives of NGOs and the private sector.
Other launch events will also be organised this year in the Czech Republic, Hungary and the United Kingdom, where services such that offer bottle and phone recycling are seen as key in the fight to boost resource efficiency.
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