In a uinique initiative to mobilise its customers to reduce their carbon emissions, the largest energy utility marketing company British Gas is sending out 52 million energy saving light bulbs to its customers that would help them cut down their own carbon emissions when they use power at home.

British Gas will simulataneously launch a major advertising campaign, comprising TV, radio, print and outdoor, highlight the benefit of exchanging traditional incandescent bulbs for energy-saving light bulbs.

Unlike other energy-saving light bulb initiatives, British Gas customers will not need to spend time redeeming coupons. The new bulbs will simply be posted to them directly from May onwards and will be accompanied by energy saving hints and tips.

British Gas says that this is the initiative will be the largest of its kind ever seen in the UK and could slash carbon emissions by around nine million tonnes of CO2.

The company also provides customers with a free 'energy saver's report' under which it calculates its customers' home's energy ratings and suggest ways to reduce the amount of energy they use.

Throughout this year, each of the 13 million households served by British Gas will receive four free energy saving light bulbs in the post. The company, which has the lowest-carbon intensity for the electricity it provides of all the six major UK energy suppliers, hopes that the initiative will help overcome consumer inertia and kick-start the mass switch away from standard incandescent light bulbs. 

"Switching to energy saving light bulbs is a small step but one which can make a big difference," said Gearóid Lane, director of British Gas New Energy. "We know that our customers want to reduce their carbon footprint and also save money. Through our distribution of 52 million energy saving light bulbs, we will be providing them with an opportunity to do both. And as the largest energy retailer in the UK, we are the only company able to deliver an initiative on this scale."

Energy saving light bulbs have an average life expectancy of 10,000 hours, compared to incandescent bulbs that last for an average of 750 hours. Overall, domestic energy use accounts for 30.2 per cent of total UK CO2 emissions, whilst lighting itself accounts for 15 per cent of the domestic carbon footprint. Therefore, the 52 million energy saving light bulbs will make a significant contribution to reducing the CO2 impact of domestic lighting.

Just one four-pack of energy saving light bulbs could reduce CO2 emissions by 62.6kg a year and save customers £17each. On average these light bulbs last 10 times longer than the standard variety.

The Centrica group-owned company says it already has the lowest CO2 emissions of any major supplier in Great Britain and was cited British Gas was cited as Britain's greenest energy supplier in a survey by WWF in September 2007.

The energy-efficient light bulb initiative is in addition to two initiatives the company introduced for its customers - 'Future Energy and Zero Carbon. It promises customers who opt for the former product, "Get Future Energy and the electricity you use will be matched with electricity from renewable energy sources and supplied to the national grid. You will also support the development of renewable energy sources and help schools in Great Britain become greener."

Zero Carbon, is the greenest energy tariff that British Gas offers, "Our new dual-fuel package is the first green energy tariff to leave absolutely no carbon footprint from the gas and electricity we supply."