In this context, we created the campaign “Querida Energía” (“Dear Energy”), which, under the slogan “What we’ve changed and what we’re going to change,” reflects on the progress made by a generation and renews IDAE’s commitment to promoting a conscious and responsible use of energy.
The campaign is a thank-you letter to energy that reflects Spain’s transformative journey over the past 40 years. Inspired by the evolution of energy habits of Spanish citizens, it captures the purpose of this initiative: to celebrate collective achievements and propose new challenges toward an increasingly sustainable energy model.

From economic savings to a commitment to the planet
The audiovisual pieces of the campaign reflect, in a friendly and approachable tone, how our behaviors have evolved over the years. In the past, turning off lights or limiting the use of appliances was driven by the need to reduce costs; today, those same actions are part of a conscious effort to protect the planet.

Before, the car was our main means of transport, whereas now we rely more on public transport, walking, or cycling; before, energy would escape from buildings that hadn’t been refurbished, and today we make the most of it. And while we used to depend on external energy sources, we have now moved toward self-sufficiency thanks to the potential of solar and wind power.

A multi-format campaign to reach every corner of Spain
The IDAE initiative is being rolled out in multiple formats: TV spots, 20-second radio ads, press and outdoor graphics, digital display, and an interactive website that allows users to explore the milestones achieved over these 40 years of energy saving. Each creative piece invites viewers to reflect on how small changes in our daily habits help reduce environmental impact. As a whole, the campaign pays tribute to the collective achievements of Spanish society and encourages us to keep moving forward in this direction.

Commitment to the future: every citizen as a key player in the energy transition
With this campaign, IDAE reaffirms its commitment to inspiring citizens to take an active role in Spain’s energy transition. “Querida Energía” is, in the words of Darwin&Verne, a reminder that change begins with every small action, and that together we can continue building a more efficient, sustainable, and responsible energy model. Because, as the campaign concludes: “what we have changed, and what we are going to change” is only possible if we remain committed to change.