Oracle's Data Centre Campaign Boosts Clean Energy and Water

Oracle has started a bilingual marketing campaign in New Mexico to communicate the environmental and economic aspects of its Project Jupiter Data Centre Campus in Doña Ana County.

The campaign runs in English and Spanish across television, radio, online and social platforms over several months.

According to Oracle, the project will introduce fuel cell technology to the county.

The company states this could help protect air quality and preserve water resources while supporting local infrastructure through a US$50m investment in the county's water system.

Fuel cell technology approach

The data centre plans to use fuel cell power technology from Bloom Energy as its energy source.

Oracle has stated it will fund all energy costs for the project to ensure residential electricity rates remain unchanged.

Julia Robin, Head of Infrastructure Planning and Sourcing for Oracle Cloud Infrastructure, says the project is expected to deliver "transformational" benefits to residents in Doña Ana County.

"We want New Mexicans to get the facts about the project directly from us," she says.

According to Oracle, Project Jupiter has committed US$360m in direct support for schools, infrastructure and local services. The company states it is contributing US$6.9bn to fund community projects such as the Boys and Girls Club of Las Cruces.

All advertising directs viewers to the Project Jupiter Together site, where residents can learn more about the project and Oracle's investments in New Mexico.

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Water usage reduction plans

Project Jupiter's updated power plan could reduce water usage compared to conventional data centre operations. The data centre and fuel cell cooling systems are not expected to use the Camino Real Regional Utility Authority's public drinking water supply.

According to Oracle, both systems are designed to require only a one-time startup fill of non-potable water sourced from an existing water rights holder. Water usage to maintain these systems is equivalent to the annual use of two US households.

"The project is planned to invest hundreds of millions of dollars to improve schools, drinking water and local infrastructure across Doña Ana County, minimise water usage on campus, deliver a clean and reliable power solution through Bloom Energy fuel cells and create thousands of new career opportunities for residents," Julia says. "The more residents hear the facts about the project, the more we hope they will understand its transformative benefits for New Mexico."

The campaign launches amid mixed public opinion on data centres. According to Pew Research Centre, 39% of Americans say that data centres are mostly bad for the environment.

Employment and economic projections

The project is expected to create more than 4,000 construction jobs and 1,500 ongoing project-supported jobs once construction is complete.

According to Oracle, this could generate US$384m in economic impact annually during construction and US$113m annually once the data centre is operational.

Oracle has stated it will prioritise training, upskilling and hiring of Doña Ana County residents. This could boost job growth in the area.

According to BlackRock, employment in US infrastructure related skills trades is predicted to grow by more than 5%, compared to an average growth rate of 3%. This increase has been driven by accelerated growth for data centres.

Hyperscalers such as Oracle are projected to spend between US$630bn and US$630bn and US$630bn and US$700bn on combined capital expenditures to build out AI infrastructure in 2026.

This could create further demand for engineers, technicians and specialised contractors.