Source: Energy in Ireland 1990-2005, SEI 3.13.3. The Government launched the National Energy Efficiency Campaign in 2006 which aims over the next three years to achieve real and measurable behavioural change and energy savings across all economic sectors. 3.13.4. The Government has welcomed the EU's ambitious Energy Efficiency Action Plan published in November 2006. Together with other Member States, Ireland endorses the need for an ambitious multi annual programme of priority actions. We have agreed a shared goal to realise a 20% energy saving for Europe by 2020 which will potentially mean annual savings of EUR 100 billion, and 390 Million tonnes oil equivalent while reducing the EU's CO emissions by more than twice the Kyoto Protocol requirement by 2012. The EU Action Plan sets out 10 priority actions and will see the progressive negotiation and roll out of measures between 2007 and 2012 to achieve the 20% savings by 2020. 3.13.5. The forthcoming National Action Plan on Energy Efficiency, to be published for consultation in April 2007, will fully reflect the EU Action Plan on Energy Efficiency and will set out the concrete measures to deliver 20% reduction in energy demand for Ireland by 2020. It will build on achievements to date, target specific sectors for achieving better results and ensure maximum compliance with existing and forthcoming EU Directives. 3.13.6. I.S. 393, the Irish Standard for Energy Management, was designed to promote energy consciousness in all aspects of business, from design and specification, through procurement, operation and maintenance. Properly applied, it can ensure that there are practical principles which can give effect to a company's energy/environmental policy, and can assist all staff to contribute towards better control of energy use. 3.13.7. Electricity Demand Side Management (DSM) programmes have a key role to play in delivering energy efficiency by enabling suppliers, ESB Networks and EirGrid to plan better and to manage and modify customer demand. DSM also involves equipping consumers with the data and the means to monitor, manage and reduce their electricity demand. 3.13.8. The Government considers that greater priority needs to be given to sustained cost effective DSM initiatives for the residential and business sectors building on existing programmes. Our own experience to date as well as international experience (including USA, Australia and Scandinavia) has demonstrated the benefits which can accrue for the electricity sector, the 