Ali Rabani said the campaign, formally known as the “10% Energy Consumption Reduction” initiative, was designed as part of the petrochemical industry’s social responsibility strategy to promote efficient energy use without reducing public welfare.

Rabani said the campaign’s roots date back to 2014 in Mahshahr, where residents were encouraged to lower gas consumption to help sustain industrial production. He noted that the effort contributed to a 1-million-ton increase in petrochemical production in the region that year.

The initiative was officially launched after a memorandum of understanding was signed between the National Petrochemical Company and the National Iranian Gas Company in December 2024. Since then, about 430,000 subscribers have joined the program.

According to Rabani, 140,000 households in Mazandaran province participated during the pilot phase, cutting annual gas consumption by 41 million cubic meters. Provincial officials later reported peak daily gas demand in Mazandaran fell from 51 million cubic meters in 2024 to 42 million cubic meters in 2025.

The campaign offers financial rewards and lottery incentives for households that reduce or maintain low gas consumption. Participants can also donate rewards to charitable causes, including environmental restoration and medical assistance programs.

Rabani said organizers expect participation to rise to 1 million subscribers this year, with a projected reduction of 1 billion cubic meters of gas consumption during the cold season.