Every kilowatt-hour (kWh) counts

Here you can access our previous information campaign Every kilowatt-hour (kWh) counts.

Every kilowatt-hour (kWh) counts was a national information campaign developed by the Swedish Energy Agency to encourage households, businesses and public organisations to reduce their electricity use during a period when the energy situation was particularly strained.

Purpose of the campaign

The campaign aimed to:

reduce electricity use across the country
even out consumption over the course of the day
reduce the risk of power shortages during cold winter days
help keep electricity prices dow
provide clear and practical advice on how to save electricity.

Campaign period

The campaign began on 4 October 2022 and was active during the autumn and winter of 2022/2023. It was launched as a broad communication initiative across several channels to reach as many people as possible ahead of the winter.

What the campaign included

Outdoor advertising on buses, the underground and other public transport environments Digital advertising on social media and other digital channels Materials for intermediaries, such as municipalities, organisations and companies wishing to share the message in their own channels.

The material was designed to be easy to use, share and adapt, enabling the message to be spread effectively throughout the country.

Results from the campaign

In our follow-up conducted by Habermax, the following was shown:

62 per cent of respondents had seen the campaign.
77 per cent understood the message.
74 per cent stated that the campaign had increased their awareness of their own energy use.

In a survey on energy use among homeowners, 65 per cent of respondents stated that they had seen the campaign, and only 7 per cent had not taken any action after seeing it.

Sweden’s total final electricity use in 2022 decreased by about 5 per cent compared to the previous year. It’s also worth noting that household electricity use dropped by around 13 per cent, which clearly indicates that many Swedes actively tried to save electricity during this period.