California Power Crisis Prompts Consumer Campaign to Conserve Energy, Curb High Heating Bills

Insulation Manufacturers Team Up with California Energy Commission to Educate Homeowners

SACRAMENTO, CA – February 5, 2001 - With California’s current energy woes sending homeowners scrambling to conserve energy and cut their high utility costs, a new campaign is being launched to provide them with simple solutions. The program, created by the North American Insulation Manufacturers Association (NAIMA) to provide consumers with information about energy-conserving and money-saving measures, begins today and continues through February.

The centerpiece of the program is an interactive, informational web site (www.simplyinsulate.com) where consumers can learn about upgrading their home insulation and obtain detailed information on local energy conservation programs, such as the California Energy Commission’s Consumer Energy Center. The site also features links to resources provided by the U.S. Environmental Protection Agency and the U.S. Department of Energy.

Radio advertising and promotional spots will air on several radio stations in Sacramento to promote the web site. The spots will feature the message "Raise Your IQ – Simply Insulate." The message is designed to inform homeowners that raising their IQ – their Insulation Quotient – is a smart and simple way to conserve energy and relieve the burden of high heating costs.

"Homeowners in Sacramento are actively searching for ways to save energy and lower their heating bills during the current energy crisis," said Ken Mentzer, President of NAIMA. "We want to make them aware that taking a small step like increasing their insulation can help conserve energy and can lead to significant savings. And it’s easy, economical and effective," Mentzer said.

Sacramento is one of two cities in the United States to have access to the educational tools provided by the program’s web site. A similar initiative is currently underway in Albany, New York. Following the launch of the program in Sacramento and Albany, NAIMA expects to expand the campaign’s reach to include other cities around the country. Although program components are currently tailored to address issues specific to the winter season, the campaign’s overall message is seasonless and applies to every region in the United States.