The Sharjah Electricity and Water Authority (Sewa) has launched a year-long campaign for water and energy conservation.

The drive is aimed at creating awareness and promoting sustainable use of water and energy in the emirate, said Sewa director general Al Waleed bin Khadim.

'The UAE is among the highest per capita water consumers in the world, and although the government is putting great efforts to provide fresh water through desalination and conserving underground water, there is still a strong role that individuals can play to conserve this vital source,' said Bin Khadim.

The campaign intends to change residents' attitude to water consumption and to stop them from taking the vital natural resource for granted, Bin Khadim was quoted as saying in The Gulf News.

'The drive will target students in September. It will also focus on raising awareness in the old residential areas where the consumption of water and energy is high.'

Bin Khadim said the country was dependent on natural gas-fired power plants for its energy needs as they were environment-friendly.

Ebrahim Bin Deemas, Sewa director of distribution and transmission commission, said that the energy conservation will be instrumental in maintaining the balance between the level of production and consumption, particularly during the summer months when the energy capacity is raised to its maximum level.

The year-long campaign involves distribution of leaflets and television advertising.

'The campaign will focus on schools in September to educate students about rationalising water and energy and how to be careful not to over-use natural gas,' said Bin Deemas.